The two are very different and thus it is first essential to set your goals to understand what you are expecting from your business and which one you need to opt for. Google ads work on the principle of bidding. Thus, the highest bidder will have their ads shown on the Google platform. The bids are made on keywords that are ranking high and on competing keywords. Thus the model is more like a PPC (pay per click) model. SEO is about optimising your content to contain the keywords that are popular on the net in order to have the content or website rank high on the web. Whale Google ads are more of a temporary solution to getting leads, as the minute you stop bidding your ads won’t be seen, search engine optimisation is a more long term method of driving leads and conversions without investing much money. Thus, from a revenue point of view, you need to decide what is your priority.

Though PPC and SEO are two different digital marketing strategies, they are extremely beneficial to each other. Search engine optimisation is the process of optimising content to drive organic traffic and while this does not require much investment in terms of money, it is crucial to have your content optimised in order to drive leads. PPC on the other hand is a business owner putting down money for the clicks that it receives. PPC helps businesses get an idea of which keywords are working instantly, as it is pay per click, and thus the process happens quickly. Once you identify which keywords are working well, you can then use this in your SEO and this is how using PPC to your advantage, you can ace the search engine optimisation venture. Keywords are an important part of the digital marketing scene and you can wield them to your advantage.

Often if an old blog that did not generate much traffic when it was posted earlier, is about a topic that is trending now, it can help with SEO. In such cases, republishing the old blog post can help as it improves rankings. Another benefit of republishing is that readers who were previously not on your radar or subscribers can also get insights from the blog or the article. The specifics to remember are that when republishing old content, the content should still be relevant and if there have been any updates or followups in that situation, these too should be mentioned. Another thing to remember is to write the article or blog with a whole new URL so that it reflects the current date and not an old one as readers would prefer the most updated piece. Repurposing content is another way to get the maximum out of what you have written and have it drive engagement on all platforms.

In an article or blog, there are ideas that you want to provide more information about, and so you link it to another piece of content that may be on your website or not. However, the anchor text is a set of words and thus wording them well can be a determinant of your search engine optimisation. When keywords are used for the anchor text, your article or blog has the potential to rank higher in searches. However, don’t overdo it. The anchor text shouldn’t be used for than once for the same words. The words used in the anchor text should also suit the link that you are inserting there. Optimising anchor text can be a good way to ensure that you feature higher on the search engine results page. The anchor texts should be checked frequently during audits to check if they are leading to spammy sites or content.