SEO and Ads have unique but complementary roles. The discipline of SEO management revolves around making your site appealing to customers as well as creating content that addresses their needs and engages them. This not only involves the material you write or the videos and infographics you create, but it also involves optimizing site layout and design to ensure that it is user-friendly, and easy to navigate, moving users through your site in a logical way.

Google Ads, on the other hand, are a form of online display advertising. It allows you to pay each time a person clicks on an ad you create. This ad is displayed to users who type in particular keywords on the search engines, allowing you to target users interested in particular topics. Google Ads, therefore, can help you gain the visibility you want for important keywords, even before you have the site reputation and SEO rankings needed to see results from your organic efforts. Combine both SEO and SEM to maximize SERP real estate.