SEO, website promotion or advertisment in Google Ads

Selecting a website advertising channel: SEO, website promotion, advertising in Google Ads or SMM

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We welcome all those who want to start advertising their business on the Internet!

In this article we will discuss the most important issues that interest most customers at the stage of selecting advertising sources for your project. We were prompted to write this article by numerous requests from potential clients, which begin with a phrase like: “I need website promotion on social networks,” and when we begin to explain that the client has listed at least 2 different independent advertising channels, we are met with deep misunderstanding. Therefore, this article is dedicated to all those who want to understand what is the difference between these concepts and what is the meaning of these incomprehensible terms))
For ease of perception, we have tried to divide these questions into several sections:

  1. Types of website advertising sources.
  2. SEO website optimization.
  3. Promotion or promotion of a website in Google.
  4. Advertising in Google Ads.
  5. SMM services.

First, let's define the terms and names of the services provided, which our clients constantly confuse. And then we will briefly describe each type of service and try to understand what it consists of.
Types of advertising services:


  1. SEO is Search Engine Optimization (search engine optimization) - a set of works on the site, the purpose of which is to improve the site’s position in organic results (free search) of Google. Website optimization is carried out strictly in accordance with the requirements of search engines. Roughly speaking, the task of SEO optimization is to bring the site to a form that the search engine likes. Moreover, the overwhelming number of these corrections will not be visible to the site visitor.

  2. This is a combination of internal and external work on the site, the purpose of which is to promote the site for specific search queries in Google search. Internal work on website promotion includes improving content and SEO optimization work. External work on site promotion includes link building - placing links to the site from other sites, forums, social networks.

  3. This is a type of online advertising in which advertisements for your site are displayed in the paid part of Google search results, as well as on Google partner sites. When someone clicks on your ad, a certain amount is debited from your account balance (the cost of the click). To launch this type of advertising, you need to register in your Google Ads account and create advertising campaigns of the desired type there.
  4. (advertising in social networks)
    SMM is Social Media Marketing (social media marketing) - social media management and advertising. networks. The most popular services in SMM are maintaining the social networks FaceBook and Instagram, as well as creating and setting up paid advertising in them.

We have read the definitions, now we suggest you familiarize yourself in more detail with each type of website advertising on the Internet. So that the article does not become “War and Peace” in four volumes, and you, dear reader, do not get bored, we offer a brief description of each of the services. For each type of advertising, we will describe the pros and cons, the best options for its use, as well as what work is performed one-time and what is done monthly.

SEO website optimization

After creating the site, you need to carry out a set of one-time works to bring the technical side of the site to a form that the search engine “likes”.
List of main works for optimizing the site:

  • Creating a semantic core (SEO core) is a list of promoted key queries with clustering (distribution) for each page of the site. The list of promoted key phrases is compiled based on statistics of search queries entered by users.
  • Writing meta tags
  • - creation of technical specifications, writing, optimization and placement of SEO texts on promoted pages
  • Adding structured data: Google micro markup, OG markup and Twitter Card are protocols that transmit to the search engine all the information about each page: titles, descriptions, pictures, prices, etc.
  • Optimizing site loading speed according to Google PageSpeed recommendations
  • Correction of the structure of H tags in page templates - correction of headings according to Google recommendations.
  • Creating an XML sitemap and an html sitemap
  • Creating robots.txt
  • Gluing a domain name and setting up redirects. Correcting duplicate pages and installing the canonical tag.
  • Adding the site to Google Webmaster Tools (Search Console), correcting identified errors.
  • Cleaning up the site's source code.
  • Correction of site usability (ease of use) based on heat maps of clicks.
  • Installing the Google Analytics counter, setting up audiences and goals.
  • Analysis and correction of errors using special SEO software (Serpstat, etc.).

More details about You can read follow the link.

Advantage of SEO optimization: with little competition, this work will be enough to get your site to the top of the search engine issue, and you began to receive requests and orders.
Disadvantages: high cost of work, poor results with high competition, inappropriate waste of money with micro budgets for advertising.

Promotion or site promotion in Google

All work on website promotion can be divided into 2 categories: internal work on the site and external work.
List of external work on website promotion:

  • Placing eternal article links (Gestpost) for basic high-frequency queries is the most natural method of promotion with external links; links are placed in the text of a unique article on a new page of a highly visited, thematic or news site.
  • Placing crowd links are links from thematic forums, communities, review sites in thematic sections of these resources.
  • Posting social factors (signals) is the posting by real people of posts with links and comments from social networks Facebook, Twitter, YouTube, Instagram, etc.
  • Purchase of rental links for low-frequency (not very popular) queries. We purchase non-anchor rental links on sites similar to the theme of the pages being promoted or on news resources.
  • Increasing behavioral factors: time spent on the site, number of pages viewed, clicking on a promoted query from Google search results, Google search suggestions (pop-up tips in the search bar)

For our specialists are developing . Based on this plan, we recommend the minimum and optimal budget for website promotion. Therefore, depends on the chosen goals and the client’s budget. The strategy also depends on the agreed budget size.

List of internal work on the site:

  • Analysis of the SEO core of competitors' websites.
  • Expanding the list of promoted queries.
  • Writing SEO articles and news to promote new search queries.
  • Placing FAQ on key pages.
  • Analysis of the content of competitors’ websites, making changes to meta tags, texts, adding new functionality that increases behavioral factors.
  • Monthly website analysis using SEO software, making necessary changes.
  • Work on creating new landing pages.
  • Analysis of heat map statistics of clicks, conversion statistics and sales funnel. Making the necessary changes.
  • Analysis of site compliance with . Making the necessary changes.

Advantages of website promotion: a separate advertising channel for receiving target customers, the cost of converting visitors into buyers is lower than any other advertising channels.
Disadvantages: results 5-6 months after the start of work, long promotion time for high-frequency requests, need for monthly work.

Advertising in Google Ads

Do you already have a website ready, workflows set up and are you just looking forward to the flow of orders? Then advertising in Google Ads is your solution!

After creating advertising campaigns, they require monthly, or rather weekly or daily, support and optimization. This support will increase the number of targeted visitors, reduce the cost per click and conversion, and increase . Depending on your business (whether you sell services or goods), as well as on the type of ( single-page Landing page or multi-page online store) the types of campaigns to be created are selected.
Types of advertising campaigns:

  • Search campaigns.
  • Dynamic search campaigns.
  • Contextual media (banner) campaigns.
  • Remarketing Contextual media (banner and remarketing) campaigns.
  • Dynamic remarketing campaigns
  • Video campaigns for YouTube and Google Display Network.
  • Google Shopping
  • Max Performance

Advantages: contextual advertising in Google Ads: the ability to quickly start receiving calls and orders, the ability to receive only targeted transitions, flexible cost management system, precise geotargeting and quick setup.
Disadvantages: the cost of converting visitors into buyers is higher than from the advertising channel; site promotion, calls and transitions to the site end if the balance on the advertising account runs out , the need for monthly work.

SMM Services

To launch this advertising channel you need:

  • Create and fill a group or page with content.
  • Develop and daily implement a content plan.
  • Run advertising: dynamic remarketing (on site visitors) or targeted advertising (on Fb and Insta users).
  • Moderation: replies to comments and messages.
  • Empirically improve the strategy for maintaining a group or page.

Advantages: an excellent tool for increasing brand awareness and maintaining a dialogue with potential clients, in some areas the cost of conversion may be lower than in Ads.
Disadvantages: long lead times and large investments in maintenance and advertising, low accuracy of targeted advertising (the exception is dynamic remarketing), limited target audience (everyone uses Google, but Facebook no), the need for monthly work.

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