Both “SEO” and “listing advertisements” are essential means of attracting users to a website, but let’s take a look at the differences and characteristics they have.
The basic meaning of “SEO” and “Listing Advertisement”
If you are reading this article, you probably already know about “SEO” and “Listing Advertisements,” but just in case, we have briefly summarized each of them.
●「SEO」
”
SEO
” is an acronym for (Search Engine Optimization) and is called “Search Engine Optimization” in Japanese.
Generally speaking, it refers to measures such as
HTML
optimization so that a specific website is displayed higher in search engine search results.
There is a similar term called “SEM” (Search Engine Marketing), which, along with SEO, refers to marketing from search engines, including “listing advertisements” that are displayed on search engines, which will be explained later. It refers to all marketing aimed at increasing the number of visitors to a website.
●“Listing advertisement”
It is a type of Internet advertising also known as search-linked advertising.
It is also called “keyword-linked advertising,” which literally displays advertisements related to the keywords searched by general users on search engines on the search results screen.
In Japan, there are “Google Ads (formerly AdWords)” displayed in Google search results and “Yahoo! Promotional Ads (formerly Sponsored Search)” displayed in Yahoo! search results. Until this became commonplace, it was similar to outdoor advertising, where you would say, “This amount will be spent in one week,” and the cost was often not commensurate with the effectiveness.
However, with Pay Per Click (PPC), which is used in listing advertisements, it has become possible to “pay only for the number of customers that come.” It has become mainstream.
What is the difference between the two? Points to distinguish between SEO and listing advertisements
Based on the above explanation, let’s consider the points to use SEO and listing advertisements.
The basics of SEO are HTML optimization, including keyword strategy, so if you can do it in-house, you can continue to implement measures without spending any money.
However, when it comes to SEO, Google and Yahoo! do not publish their algorithms, and even if they did, if the countless web production companies and SEO consultants in the world took exactly the same measures, they would aim to be ranked high. It can be said that it is quite difficult.
This is where “listing ads” come into play as a way to ensure that your products are displayed at the top of search results.
In addition to this, if you pay money, you can almost certainly get an influx of users to your website according to your budget, so you can also satisfy the need to increase the influx only during some kind of campaign.
To summarize once again
・If you want to reliably acquire users within a set period and cost, use “Listing Advertisement”
・ “SEO” if you want to continuously acquire users
It will be.
In the above case, of course, even with listing ads, CTR may not increase and it may take longer than expected, but by increasing indicators such as ad unit price and ad quality score/quality index, you can improve the ad display ranking and number of times. I think we need to take measures to improve it.
On the other hand, for SEO, some aspects (such as internal factors) can be taken care of in-house, but other aspects may be outsourced, which may be more costly than listing advertisements.
There is also one indicator that you must keep in mind when it comes to SEO and listing advertisements.
That is the “conversion rate” of users who visit.
“Conversion rate” is the ratio of the closing rate to the number of visits, and if the percentage of users purchasing products or signing up for services is low, no matter how many users visit the site, it may result in a negative cost. there is.
Before taking any measures, first measure the conversion rate of your site, improve it, and then take measures to increase the influx of users.
summary
◆ If you want to reliably acquire users within a set period, use “Listing Advertisement”
◆If you want to continuously acquire users at low cost, use “SEO”
◆ Understand the “conversion rate” to avoid unnecessary advertising costs