What are the differences between SEO and advertising?
Well, SEO is inbound and advertising is outbound. What that means is, SEO is there are people who are already searching and they come to you. So it’s inbound because you’re not looking for them. You’re not distracting them. You’re not getting into their faces. They’re just coming to you because they’re looking for whatever it is you have. And that’s why Google ranks your website high in their search engine results page. So we call that inbound marketing. And that is, in my opinion, one of the best ways to market is, to just serve people who are already looking to be served. Sell to people who already want to buy. So inbound marketing is in my opinion, the best form of marketing. And the best platform to do that nowadays is through Google or search.
With advertising, there is a place for advertising that Google cannot get into. And that is if you’re selling something that’s novel. So if it’s completely new, the market is not familiar with it. They don’t know what it is, then you do have to advertise. You have to tell them what the product is about. There is no way for them to search for that because it is something new in the market. So that is the time when I say advertising has to happen. And you can do Facebook ads, Instagram ads, it’s really up to you.
Which is better than the other? Well, in terms of return on investment, inbound marketing has much better returns because they’re already ready to buy, they’re already ready to hire you for your services. But in terms of, does advertising also have its uses that inbound marketing cannot reach? Yes. Because again, if whatever it is you’re selling has not been introduced in the market that well, then no one’s searching for that. Then you do have to advertise.