Seo or contextual advertising. SEO or contextual advertising: which is better

06.03.2018 Reading time: 4 minutes

What is search engine optimization (SEO)?

is a set of measures for external and internal website optimization. The main goal is to increase positions in the search engine results for effective, selling queries.

Users, entering this or that query in the search bar, are already interested in specific information, product or service. This intent is expressed in the form of search queries. They can perform the desired action, that is, order a product or service, if they go to the site of interest to them from the search. Search engine optimization is carried out based on the query core - a list of the most effective keywords, which potential buyers enter in the search bar.

How does contextual advertising work?

Payment to the search engine in contextual advertising is made for clicks on ads. There can be any number of impressions, but the click on the ad itself is paid. The cost varies greatly and directly depends on the competitiveness of requests in different regions. The approximate monthly budget fits into 5000 rubles. and above, but sometimes you may not even spend 2500 rubles.

Advertisers often use context for quick sales because the very next day after setting up contextual advertising, you can start receiving calls from customers. Of course, there are also disadvantages. You will need to constantly pay for clicks. And if the budget is over, and you turn off advertising, then you should not wait for more calls. Business will rise.

You can use the context both for one-page (landing page) and for full-fledged multi-page websites of companies and online stores. But statistically it works. contextual advertising better, referring to a one-pager, because the target user comes to it for a specific product or service.

What is the difference between SEO and contextual advertising?

No site will be able to get into the TOP without a minimum initial optimization. If you continuously use the context, such a website may get into the TOP, but at least in a year, and most likely much later. And this is with a little optimization. If you do not deal with the meta tags of the main page, then the site, in principle, should not think about the TOP.

Unlike contextual advertising, seo-optimization will help your site get into the TOP PS within 1 to 6 months for various search queries. We are talking about optimizing the company's website for 1-2 cities. With very competitive requests, a little more time is required.

SEO cannot be cheap by definition, but compared to context, the difference is palpable. After the site gets into the TOP, you just need to maintain it with the help of periodic writing of new articles. Just imagine - you are in the top five and do not pay a single ruble for it. In contextual advertising, on the contrary, you will have to constantly replenish the budget.

A landing page can also be optimized, but it may take longer for such a site to reach the TOP than a web resource with at least 20 pages, each of which is aimed at promoting certain queries.

What are the benefits of SEO over context?

When should you combine SEO and contextual advertising?

Contextual advertising affects the issuance of PS at the expense of behavioral factors. Yandex looks at user behavior on the site, and contextual advertising allows you to link this behavior to a specific search query. If a user came to the site with the request "interior partitions" and spent 3 minutes on this resource, this is a clear signal for Yandex that the site meets the user's expectations and answers a specific request. Such signals through the PF are taken into account in the overall ranking of the site.

Thus, you have an additional way to announce a new site on the network and improve its position in the organic. Naturally, before the start of the advertising campaign, the site must:

• meet all the requirements of the PS and not be inferior to competitors;
• contain interesting content that will keep visitors for a long time and thereby increase it in the eyes of search engines.

Additional positive signals for the PS can be set goals and their fulfillment in the statistics systems Yandex.Metrica and Google Analytics.

So, when should you combine SEO and PPC for it to be beneficial?

If all the requirements are met and a competent approach to running a campaign, paid contextual advertising can give an additional impetus to the natural development of your site!

Which is better - contextual advertising or SEO?

This question is not entirely correct, since for the greatest results it is necessary to deal with both.

In the process of work, you will be able to reduce the budget for contextual advertising (it all depends on the specific case and available financial resources). Sometimes this is not entirely appropriate. By reducing the cost of context, you reduce the number of conversion users, which means you deprive yourself of additional profit.

1 490 0

The two main ways to bring users to the site are to be in the TOP of search results for the necessary queries - that is, and. Each of them has its own advantages and disadvantages, which must be studied to determine best way getting targeted visitors.

What is SEO promotion

The main task of SEO promotion is to get organic traffic not in the short term, but in the long term. This effect is achieved by working on the design, convenience and content of the site.

Site positions for search queries are determined by the most complex algorithms. Robots study hundreds of parameters, each of which directly affects final result. The focus of SEO is on content, which should be:

• Unique. The content of the page should not be found on other resources on the Internet.
• With the right number of keys. Too many may result in a filter being applied to the resource, and their absence may result in insufficient relevance to the query.
• No repeats. PS negatively perceive tautologies. For them, the position of the page in the issue can be lowered.
• Relevant to the "H1" tag, and the search query, respectively.
• Useful for site visitors.

SEO promotion is carried out by a specialist - an optimizer.

SEO Benefits

Competently performed content optimization can open up huge prospects for the site owner. This is possible due to the following reasons:

• Search promotion allows Yandex and Google. However, even if you get into the TOP-5, the probability of getting targeted visitors is quite high.
• There is no need to constantly use the services of optimizers, since over time all processes can be automated.
• With a complete stop of search engine promotion, the site may for a long time stay in your positions.
• According to statistics, people are more likely to go to organic search sites, so we can talk about users' trust in search engine ranking factors.
• With the right approach to website promotion, it becomes as relevant, useful and convenient as possible. Such a resource can be safely called SDL, that is, a “site for people”.

SEO promotion serves to increase the conversion of commercial resources, turning visitors into buyers of goods or customers of services. This works due to the fact that only a high-quality, proven site will get to the top of the search results.

Cons of SEO

Among the main disadvantages this method traffic is worth noting:

• Obtaining the desired result can take quite a long time - from several weeks to 2-3 or more months.
• The performance of the work may depend on the level of professionalism of the optimizer and changes in the PS algorithms, as well as on the introduction of new filters by the latter.
• Depending on the field of activity of the company, the cost of inquiries for the desired position can be quite high.
• Providing any guarantees in this area is a thankless task, especially for competitive high-frequency commercial requests.

Despite the disadvantages of promotion, it is an increasingly popular way to develop Internet resources, as it allows you to get a stable result.

contextual advertising

Unlike seo promotion, contextual advertising allows you to get visitors almost immediately. To do this, it is enough to create ads in services Google AdWords or Yandex Direct.

Benefits of contextual advertising

There are a number of reasons to actively use contextual advertising. First of all, it is worth noting:

• Getting an instant increase in the number of visitors. At the same time, traffic has a high conversion, since it comes to the site in most cases for specific commercial offers.
• Contextual advertising can only be shown to residents of a particular city or region, depending on age, gender, etc.
• Properly configured ads allow you to get site visitors immediately, which is best suited for start-up organizations.
• Ideal for temporary or seasonal requests.
• Allows you to bring your own site to the position of special placement, that is, above the search results.

Disadvantages of contextual advertising

• When working with high-frequency queries, the budget of an advertising campaign can be quite serious.
• The position of the site is supported solely by advertising, respectively, and the infusion of funds.
• advertising is quite a complicated business. To entrust this task to an amateur is to lose all the money.
• Website advertising is based on pay per click, regardless of whether a person has made a purchase of a product or not.
• The effectiveness of campaign ads depends on a huge number of factors.
• A lot of people don't click through ads.

conclusions

It is quite difficult to choose the winner from the methods of getting traffic described above, since each of them is good in its own way. Many optimizers and webmasters tend to think that you can use each of them together for optimal results, and there are a number of reasons for this:

• Correctly setting up advertising campaigns allows you not only to recoup all costs, but also to get a good profit.
• During the work, promotion takes a long time, but to achieve the goal, you will no longer have to invest large amounts of money.
• According to some reports, resources using advertising services from Yandex and Google get higher positions.

like 2

Surely you have heard about the search engine promotion of the site. Even if you are unfamiliar with such a wording, then you are well aware that there are search engines (Yandex, Google, Rambler and others) that provide users with lists of sites in response to input queries (for example, “rent an apartment”, “delivery lunches to the office” or "hotels near Moscow"). Moreover, some sites go to first places in the search engine, and some can be found only by scrolling through a few pages.

Exactly search promotion(or, as it is also called, search engine optimization of the site) just serves to ensure that your site goes to the best places, i.e. in TOP. More scientifically speaking, search engine optimization (search engine promotion, website promotion, SEO - SearchEngineOptimization) is set of measures to increase the position of the site in the results of search engines for pre-selected queries.

Why does your company need SEO optimization?

If in the recent past the Internet was used mainly to search for information, today the situation has changed a lot. The constant increase in the number of Internet users, new technologies (communication with the target audience using the site, online payment systems, the possibility of ordering on-line, etc.) and many other factors have turned the Internet into a powerful marketing tool and a place for sales simultaneously. For example, the boom in online shopping definitely indicates that skillfully used Internet technologies bring stable profits to site owners.

Internet promotion can be effective for ALL companies whose potential audience is looking for similar products or services on the Internet. According to statistics, the number of Internet users is growing every year, today more than a third of Russians use the Internet. Moreover, it is this audience that is very attractive for business, because. She has a high solvency. Think about it, thousands, and perhaps tens and hundreds of thousands of people are looking for your products every day, but they find competitors' products! And all because more efficient competitors have already taken the best places in the search engine results. You, too, can take these "places in the sun" - for this you need to start search engine optimization of the site.

Why does the site need to be on first places in search engines?

There are several reasons. Firstly, top places in search engines can be compared with prestigious areas of the city. Usually the first impression about the company the client gets even before visiting the organization, having learned where it is located. The more prestigious the area, the more trust the client has, and, accordingly, the greater the chance that he will choose you. The stereotype works: if the company is located in the very center of the city, then this company prospers. Similarly, this stereotype works with SEO promotion. Sites in the TOP are, as a rule, the most respected sites.

Secondly, a good location attracts a much larger number of visitors. More than 95 (!) percent of users will pay attention to sites located in the first ten positions (TOP-10, i.e. the first page of the issue). If the search engine gives out the company's website on the fourth page and beyond, then less than 2 percent of users will have the patience to scroll to this page.

Therefore, the higher the site is in the TOP, the more traffic it will have. We recommend that the most important queries be in the TOP-5 search results.

Why is it important to choose the right query list?

Of course, search engine optimization is a very effective method attracting customers, but with one caveat: it must be done by professionals. And the point here is not so much that inept optimization can cost your site penalties, but that the number of site visitors will increase, but the number of buyers will not. For promotion to give best result, you need to decide on .

Why is it bad to not get promoted in search engines?

There are situations when the user has already chosen several alternatives for himself and is inclined to contact your company and competing companies for additional information. Then the user searches for the sites or contacts of these organizations. In such a situation, few people will open the city telephone directory or call the help desk to find out information. Most will look for information on the Internet. And if the site is not SEO-optimized, then the user, most likely, simply will not find information about the company on the Internet! Today's Internet user is extremely spoiled and not used to spending a lot of time searching. If it does not find you, it will turn to competitors, the search for information about which will be easier and faster. Agree, it is very unpleasant to lose customers who already wanted to contact you, but simply could not do it.

Many site owners think about what is better search engine optimization or contextual advertising? In what direction is it preferable to direct the budget of the site? In this article, we will try to answer these questions.

Contextual advertising and search engine optimization (SEO) are one of the most popular tools for promoting websites on the Internet. It is worth noting that context and SEO require certain costs, which are not always available to novice webmasters.

Promotion choice: contextual advertising or SEO

Context and SEO have some common features - the results are displayed in search engines and, accordingly, on the profit from the Internet project. These tools are aimed at attracting a motivated target audience to the site.

In addition to similar points, there are also big differences.

Aspect of time

You can, for example, do:

• finalize pages (optimize, add text);
• improve usability;
• change snippets;

But you will not see changes until a month later.

Setting

SEO does not provide such fine tuning. This leads to a higher percentage of non-targeted visits and bounces. But given the fact that you don't pay for each click from the search results, this is not so critical.

Relevance to the query

Contextual advertising management systems make it possible to edit ads and completely change their text. This means that during testing, you can find the most converting variants of the ad text that will best match the user's request.

Conversion

Contextual advertising is marketing tool with one of the highest conversion rates. This is due to the wide range of customization and targeting options. Search engine optimization, as a rule, cannot boast such a high conversion rate.

Monitoring

Advertising campaign in context implies constant vigilant monitoring. This is due to the fact that the cost per click and position can constantly change. The fact is that the number of ads for your queries may increase or decrease by competitors, which will change the position of impressions. To optimize costs, you need to regularly intervene in the initial settings of the campaign.

SEO promotion does not require such careful monitoring. However, in the course of search promotion, it is necessary to constantly engage in analytics and monitor changes in search engine algorithms and competitor strategies.

Switching cost

The cost of attracting the target user to the site in contextual advertising is quite stable. If there is a need to increase the number of transitions, then you need to proportionally increase the budget. In addition, you should consider the possibility of increasing the cost per click, which will lift your ads above the competition.

At the first stages of search seo-promotion, the cost may seem quite high. However, over time, this indicator will decrease significantly and will be significantly lower than the cost of attraction through contextual advertising.

effect persistence

When you use up the entire balance on your account, contextual advertising will immediately cease to be displayed. If you stop funding search SEO promotion, then the results will stay in their positions for some time and then gradually begin to decline, as competitors become more active.

What is better contextual advertising or SEO

Advice

It is better to act like this: after launching a commercial project, for a quick effect, you need to use contextual advertising. So, you can attract in a short time target audience to the website. In parallel with the context, it is necessary to engage in search engine SEO promotion.

In the process, it will be possible to gradually reduce the cost of contextual advertising, but it all depends on each individual case and budget. Sometimes this is not advisable. By reducing the cost of context, you reduce the number of converting users, which means you deprive yourself of additional profit.