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  • 5 situations where Google Ads might be better to use than SEO

    5 situations where Google Ads might be better to use than SEO

    5 situations where Google Ads might be better to use than SEO

    The best place to promote your business is pretty much always going to be Google.

    And if you read our last article, you’ll know that SEO is usually a much better investment than Google Ads.

    However, if we’re being honest, there are situations where your best choice is going to be Google Ads over SEO.

    At least in the beginning.

    In this article, we’re going to cover 5 of the biggest situations where PPC would be a better investment.

    1. Your site is brand new and you need immediate results.

    Sometimes, you won’t have the time to campaign for exposure to your business.

    And from a client perspective, sometimes you won’t have time to scroll through Google’s search results, either.

    For example, if you need emergency services…

    Are you going to scroll through search results pages looking for the best business…

    Or are you going to call the first one you see?

    For situations like this, running a Google Ads campaign might be best.

    How long does it take for SEO to take effect?

    This is gonna depend on everything from the business you’re in to the amount of work you’re planning to do.

    No matter what the situation though, one thing’s for sure:

    It will take months of consistent effort before you start seeing the benefits of an SEO campaign.

    Sometimes it can even take over a year!

    Despite the long range of benefits an SEO campaign can provide, that is the one disadvantage it can have.

    With a PPC campaign, you can start benefiting right away.

    When you sign up for Google Ads, your page will start showing up the moment you start running them.

    No need to wait for months of Keyword Research, Onpage work, and link building to take effect – you can be the first result people see right away.

    While the average click through rate is absolutely NOWHERE near what the first organic search result tends to be (The average is 1.91% for search ads and 0.35% for display ads according to Wordstream), you’ll still get enough exposure to see more leads.

    2. You don’t know the conversion rate of your website

    What’s the most important part of your website?

    This can be a debatable subject depending on who you ask.

    But if you’re using your website to get more customers, the thing you want to focus on the most is going to be the conversion rate.

    The conversion rate tells you what percentage of the people visiting your website are taking the action you’re trying to get them to take.

    In most cases, this is going to involve people contacting you for your services.

    What does conversion rate have to do with PPC and SEO?

    You want to know your conversion rate because you want to make sure you’re getting the most out of your campaign.

    The average conversion rate for a website is 5%.

    If your number is something below that, you might want to work on increasing it.

    How can PPC Ads help me learn my conversion rate?

    You won’t know your true conversion rate until you have enough data.

    If you don’t already have a lot of traffic to your website, you might not know for a long time.

    Google Ads will provide you with a quick solution for this by driving traffic to your website immediately.

    Knowing your conversion rate gives you an idea of how much you can expect to make from the traffic that comes to your website.

    From there, you can optimize the rate better and get better expectations of how much business you’ll see from the traffic you’re going to get.

    Once you have a conversion rate that can give you a positive ROI with Google Ads, you can REALLY reap the full benefits of ranking organically.

    3. The search volume for your niche is too low for an SEO campaign.

    The search volume of the keywords you’re trying to target can play a big role in the amount of traffic and ultimately the amount of new potential customers that could be coming your way.

    However, if the traffic is well under 1000 searches per month (we’re thinking about 200-300), you might be better off just settling for Google Ads.


    Because in order for SEO to be truly worth the investment, the return has to be there.

    If you’re already targeting most of the people in your niche, you probably won’t see a big enough spike in traffic to justify months of campaigning.

    In a situation like this, you’re better off running a PPC campaign as opposed to waiting for SEO to kick in.

    4. The service you’re trying to sell competes with a lot of unrelated or non-commercial keywords.

    This is kind of a unique situation, but one that happens nonetheless.

    Let’s say you have a restaurant you’re trying to boost rankings for.

    Pretty straight forward, right?

    Now let’s say you have a fine dining restaurant that involves eating in pitch black darkness to give people an idea of what it’s like to be blind, with the staff being exclusively blind.

    What keywords would you target? And how would you make it clear to people making a first glance at the search results what you’re trying to offer?

    Not only would it be hard to rank for the right keywords, but it would also be hard to rank for what you’re trying to specify in exactly.

    While promoting will pose a challenge no matter what, PPC will most likely do a lot better than campaigning for months on end to rank for two very different keywords.

    5. You’re selling a product online that’s low-price, high-volume

    This situation is particularly common with e-commerce stores.

    If someone is looking for something like office supplies, a name brand product, or anything else that’s sold in high volume and not a specialized product, they’re usually going to go for the first result they see.

    They don’t care that much about if the first result they see is only there because it’s a paid ad.

    So it’s important to make sure the first page they see is yours.

    Should I still do SEO on my website?

    The short answer to this is always going to be yes.

    Even if you don’t have the time to run a full SEO campaign (in which case you should be hiring SEO services)…

    If you’re not at least making it search-engine friendly…

    You’re setting yourself up for failure.

    The first page makes up for over 99% of the internet’s traffic…

    And out of that 99%, only 5% of them will be expected to click on your Paid Ad.

    Organic search results will pretty much always bring you more business than a paid ad… so you want to make sure you’re in a position to get it.

    In fact…

    You should be using both SEO and Google Ads together to promote your business.

    Even if you rank higher than everyone else on Google for your business, running Google Ads will still bring additional customers to your website.

    What most people don’t understand about promoting a business be it SEO, Google Ads, Social Media advertising, etc…

    Is that every form of advertising is essentially another channel to get clients from.

    And the more channels you have for your business, the better.

    In conclusion:

    SEO can bring you a bigger return on your investment than Google Ads, but you might be better off focusing on Google Ads if:

    1. You need immediate results
    2. You don’t know how well your site converts
    3. Your niche doesn’t get enough searches per month
    4. Your service competes with a lot of unrelated keywords
    5. You’re selling products online that are low-price, high volume

    Thank you for taking the time to read our blog post.

    If you’re not in a situation where you might be better off using Google Ads, and you would like to reap the benefits of SEO, click here to contact us and get started.

    Until then, good luck with your business!

    5 situations where Google Ads might be better to use than SEO
    Article Name
    5 situations where Google Ads might be better to use than SEO
    SEO is a powerful tool, but there are situations where it might not be the best investment. In this article we're going to cover 5 of them.
  • 5 reasons why SEO is better than Google ads

    5 reasons why SEO is better than  Google ads

    It goes without saying, but we’ll say it anyways:

    If you want your business to succeed, you have to invest in promoting it. 

    Otherwise, how will people even know it exists? 

    You can tell your friends and family about your business… but unless they’re all social media influencers (a tweet from Elon Musk wouldn’t hurt), an online campaign will always cover more ground than word of mouth.

    What’s the best place to promote my business online?

    In general, the best place to promote your business online is going to be Google. 

    Considering that it’s the 2nd biggest website in the world (next to TikTok), it already has traffic in the billions. What makes it better is that this traffic consists of people actively searching for answers to questions. 

    And when the question is where they can find a specific service, what better answer to give them than your business? 

    Because of this, promoting on Google is extremely effective and well worth the investment.

    There are two ways you can promote your business on Google:

    • Paying for Google Ads
    • Doing SEO (Search Engine Optimization) on your website

    But which is better – SEO or Google Ads?

    As an SEO agency, we’re obviously a little biased. But we’re going to give you 5 solid reasons why SEO is better than paying for Google Ads when it comes to promoting your website.

    1. SEO can give a higher ROI than Google Ads

    This might seem crazy at first, considering that 

    1. SEO can take months of investment to kick in
    2. Google Ads works on a pay per click basis, meaning you only pay when someone clicks on your ad

    However, when you look at the big picture, it makes perfect sense.

    If you’re going to pay for Google Ads, depending on the search phrases (referred to as “keywords”) you choose, you can actually find yourself spending a LOT of money.

    This is because the cost per click depends on the competitiveness of the keywords. Depending on the volume, it can be VERY expensive. Paying to rank for certain keywords can cost you as much as $54 USD per click.

    This is obviously not a problem if your conversion rate is good enough. But your ROI is also limited by the PPC model. Whether 100 or 1000 people click on your PPC ad, you’ll be the same percentage of what you make to advertising. 

    Because of this, even if your traffic increases, you won’t benefit from it as much as you’d love to.

    This is where SEO shines.

    A successful SEO campaign that puts you on the front page of Google will generate more organic traffic to your website than a PPC campaign and ultimately more sales. 

    Not only that, but you’re also going to be paying the same fee during the increase in traffic as you were before. 

    So for the same monthly fee, not only are you paying considerably less for the increase in exposure and potential sales you’re going to get, but you’re also going to get more value from the investment as a result.

    Especially if your website makes it to the first page.

    This makes SEO a much better long term investment.

    2. Pages ranking with SEO get more traffic 

    It may come as a surprise, but even though websites paying for Google Ads are the first search results you see, they’re not the ones that get clicked on the most.

    In fact, the average Click Through Rate for a website using Google Ads is 2%. 

    Compared to the organic search results (the non-sponsored results), that is half of what the last result on the first page will usually get.

    Why do PPC listings bring less traffic than organic search results?

    The reason for this is because of the credibility an organic search result is expected to have.

    When people see a website promoted with Google Ads, they know it’s only the first result they see because someone PAID for it to be there.

    Search results page for “Physiotherapists Toronto”. As you can see, Google makes it clear which result was paid for. Can you guess which one gets more clicks?

    Search results page for “Physiotherapists Toronto”. As you can see, Google makes it clear which result was paid for. Can you guess which one gets more clicks?

    On the other hand, people understand that a website has to provide legitimate value to rank at #1. 

    Even IF accomplishing that was still a paid effort. (and it usually is.)

    SEO may take longer than Google Ads, but it has the benefit of getting you more clicks for this reason.

    3. SEO can make your website more valuable

    When you run a Google Ads campaign, you’re basically paying to have your website be the first thing people see when they search for specific keywords.

    Nothing more, nothing less.

    However, when you run an SEO campaign, even though you’re still looking to have your website be the first thing people see, the process is very different.

    Making your website rank naturally on Google involves adjusting it to make what you’re selling more clear to people, creating content to promote it, increasing your presence through link building, and improving the overall user experience of visiting your website.

    Even though your goal is the same (increase traffic), the process can also lead to having a richer, more user friendly website as a result.

    4. SEO can increase your online presence beyond advertising

    There’s a lot more to SEO than just increasing your rank on Google.

    Even though that’s the end game of the campaign…

    There’s a completely different process to getting there because you’re going to be ranking ORGANICALLY.

    A part of the process involves making content people will want to read, and this can increase your reach significantly.

    How can content make my website reach more people?

    Putting out fresh content on your website will increase your reach for 3 reasons:

    1. It helps you rank for more keywords
    2. Answering people’s questions can lead to them discovering your website.
    3. People who enjoy your content enough will usually repost and link to it on their own, exposing you to a larger audience.

    All of this can be accomplished by a good SEO campaign. 

    Paying for Ads won’t do this for you.

    5. The positive effects of a successful SEO campaign can last longer

    A successful Google Ads campaign can have a significant impact on your company’s exposure. So will a successful SEO campaign.

    But there’s one major difference between the two:

    When an SEO campaign is over, your company will still benefit and see results from the outcome.

    This is because of how a Google Ads campaign gets you exposure vs an SEO campaign.

    When your Google Ads campaign is over…

    Your ads stop being shown. Your page is no longer promoted. When someone googles your keywords, your website is no longer the very first result they’ll see.

    But when an SEO campaign is over…

    Your website will continue to get exposure.


    Because now it naturally ranks higher for your keywords. 

    It’s not there because you bought the position, it’s there because your site has been deemed valuable enough to rank it as such. 

    As a result, you’ll continue to gain tons of exposure to people making a Google search for your keywords every month.

    However, don’t expect this to last forever if you don’t continue to do SEO. 

    Most competent businesses are also running campaigns of their own. They can and WILL take your spot in due time if you’re not making any more efforts to maintain or increase your rank.

    In conclusion:

    SEO is better than paying for Google Ads because:

    1. It generates a higher return of investment
    2. Pages ranking with SEO get more traffic
    3. SEO services can increase the quality of your website
    4. SEO can increase your online presence beyond advertising 
    5. The effects of a successful campaign last longer

    But don’t be confused by the overall message. 

    Google Adwords is a great short term strategy and well worth the investment. 

    In fact, there are situations where you’re better off investing in Google Ads and sometimes even skipping over SEO work altogether.

    We’ll be covering these situations in a future article.

    If you’re interested in having SEO work done for you, put in a request on our website and we’ll get in touch with you right away.

    Till then, good luck with your rankings!

    5 Reasons why SEO is better than Google Ads
    Article Name
    5 Reasons why SEO is better than Google Ads
    There are 2 ways to promote your site on Google: SEO, and Google Ads. In this article, we share 5 reasons why SEO can be a better investment.
    Publisher Name
    Skycrawler Digital
    Publisher Logo
  • Everything you need to know about Domain Authority in 2022

    Everything you need to know about Domain Authority in 2022

    Domain Authority is an important factor to consider when evaluating a website.

    It plays a direct role in how hard or how easy it will be for you to rank for your specific keyword. When doing competitor analysis, as well as keyword research, you must always take Domain Authority into account.

    But what is Domain Authority exactly? How is it measured? And what can you do to increase it?

    We’re going to cover all of that and more in this article.

    First, let’s talk about what Domain Authority is.

    Domain Authority (or DA for short), is the likelihood that your website, along with any pages relating to it, will rank on Google.

    With a high enough score, any page that’s a part of your website, no matter what the content, will be able to rank. This makes it especially useful in ranking for short tail keywords, which are high volume and very competitive to rank for.

    The term and concept was developed by Moz, although established and respectable companies have come out with their own versions of it. A good example is Ahref’s Domain Rating.

    Domain Authority is measured on a scale from 0-100, with 0 meaning no authority while 100 meaning total authority.

    • A rank of 0-20 represents a weak score. All new websites, regardless of domain name, will have this rank.
    • A rank of 20-30 represents authority. This level of DA is achievable through a good SEO campaign. It will usually make it to page 1 of Google and can even hold the #1 spot.
    • A rank of 30-50 represents strong authority. This level of DA can rank at #1 for more difficult keywords and in a shorter period of time.
    • A rank of 50-60 represents very strong authority. This level of DA can rank #1 for very difficult keywords with minimal effort.
    • A rank of 60-100 represents an established authoritative figure. Sites such as Amazon, Ikea, and YouTube have scores in this range and as a result will always be on the first page of Google for the targeted keyword, and often within the first 5 search results, no matter how competitive.

    How can I find the Domain Authority of my website?

    Most SEO tools will either give you the DA or its equivalent. However, if you don’t have access to these tools for whatever reason (ie. you’re not working in SEO), here is a free method that professionals often use:

    First, install the Mozbar extension from Chrome.

    From there, visit any page. and watch the gray M in your toolbar turn into a number from 0-100. This is the Domain Authority for that particular website.

    Mozbar showing the Domain Authority of the page you're visiting.

    (If it doesn’t display any number, simply click on it again and it should display one right away.) 

    You can also see the DA of multiple websites on Google. Simply conduct any search, click the gray M until it turns blue, and view the search results! 

    Activating the Mozbar after conducting a search on Google will give you the Domain Authority of each page.

    This makes it very useful for analyzing the competition and seeing what you’re up against.

    How is Domain Authority measured?

    Domain Authority is measured based on a number of factors relating to Google’s algorithms. This includes everything from the quality of your Onpage work to the links back to your Root domain.

    However, the strongest factor has been found to be your link profile. 

    Links from websites possessing high Domain Authority to your website will make it more authoritative in Google’s eyes, increasing yours as a result.

    In other words, your Domain Authority largely has to do with the type of links that your website receives. 

    How can I improve my Domain Authority?

    Improving your Domain Authority involves doing SEO work on your website. Google’s algorithm is complex, but you can satisfy them by making good Onpage and Offpage practices. 

    Onpage SEO involves making your website more search engine friendly.

    This includes making sure your:

    • Title, SEO title, and URL are accurate
    • Website is easy to navigate
    • Content is easy to read and relevant to your topic
    • Website has a fast loading time (this is more important than people realize – a slow-loading page on it’s own can keep you from page 1!)

    This includes making sure:

    • You’re getting links from websites with some authority of their own (anything above 25 should give you a boost)
    • The links to your website are relevant (ie. if you have a website about Plumbing, you’re not looking for links from Cooking sites)
    • You’re not getting links from websites Google has deemed to be spam/low quality
    • You’re not using any backlinking tactics considered illegal by Google

    Offpage SEO is going to play the biggest role in increasing your Domain Authority. It’s also going to take the longest to accomplish since you actually need to go out and campaign for quality backlinks, so you want to make sure you’re doing this part of your website as well as possible.

    Onpage and Offpage SEO is something that anyone can do on their own. However, if you really want to get results while saving time on struggling to figure it out, hiring an SEO consultant to take care of the job for you is an excellent choice as well.

    What about Page Authority?

    If you have used Mozbar to measure your page’s ranking, you have undoubtedly seen the other metric it will show you: Page Authority.

    Page Authority is very similar to Domain Authority, except that Page Authority refers to the authority of that specific webpage.

    You can increase the PA of a webpage pretty much the same way that you would increase the DA of your website: with good SEO practices.

    Working on your website’s Page Authority has the added benefit of increasing your site’s Domain Authority. This is especially true if you have multiple pages under your domain with good Page Authority!

    In Summary:

    • Domain Authority (DA) is a score that shows your website’s chances of ranking high on Google
    • A high Domain Authority will help you rank easier and for more competitive keywords
    • You can measure it on Google Chrome using the Mozbar extension
    • You can improve your Domain Authority by with good Onpage and Offpage SEO practices
    • The links back to your website play the biggest role in Domain Authority
    • Page Authority is a closely-related metric that can also bring up Domain Authority

    That concludes our post on Domain Authority. If you have any questions or comments on the post, or if you would like to enlist our SEO services, feel free to contact us on our website.

    Until then, good luck with your rankings!