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Google Ads and SEO for Non-Marketers: What Can You Do?

Google Ads and SEO are two of the most effective and well-known methods of online marketing for businesses, but how easy are they to use for non-marketers? 

For a while now, SEO and Google Ads have mostly been left to the professionals, and in some cases, this is for a good reason, but what aspects of these methods could normal people take on and how easy is it?  

Google Ads 

Google Ads is a paid form of marketing, which means every time someone clicks on your ads you will pay Google a certain amount of money. This can mean that some business owners feel like the stakes for getting this right are higher than SEO.  

The interface can seem a little overwhelming if you don’t know what you’re doing or what you’re looking for, this is why Google offers a simpler version – Ads Express.  

This allows you to create your ads, set a budget and choose the keywords you want to target. The big change from the traditional platform is that Google will manage your ads and account for you.  

This allows you to have all of the positives of a Google Ad with extremely minimal management and they even offer you video walkthrough guides to make the whole thing easier.  

So, although the traditional Google Ads platform may not have been designed for ‘normal people’, Google Ads Express definitely was, and this is where Google is encouraging business owners to go when setting up ads.  

It’s best to leave the traditional platform to the professionals as one small adjustment can make a huge difference when it comes to paid ads. So, if you do want to start a Google Ads campaign, but you want to start it yourself, stick to Ads Express.  

Ads Express doesn’t offer the same amount as customisation and versatility as the original platform, you are unable to set bids yourself on specific keywords, unable to monitor what people are searching for and the ad extension features are not as broad.  

Google Organic 

SEO is a form of marketing which is non-paid. This practice works to improve where your website ranks in the Google search results for specific terms. 

Although you don’t have to pay Google for SEO, there is still a lot a stake if mistakes are made; your website can even receive penalties which will cause any rankings to plummet.  

The whole process of SEO is definitely not user-friendly for people who don’t know what they’re doing. There are so many technical and complicated changes which need to happen, and there is defiantly no shortcut.   

Most marketers use a whole range of different platforms for working on SEO including Google Analytics, Search Console, FTP access and different reporting software.  

So, even though SEO may not be the place to start as a business owner, there are definitely things you can do to help the process and benefit this practice.  

Content 

A large part of SEO is content! Google loves to see high-quality, unique and regular content on a website and this is something that you can definitely begin with.  

Blog sections are a great way to get this content onto your website, as well as creating good and shareable content that your audience will enjoy.  

Mobile Friendly 

This is something that is so important for modern users and for search engines to see.  

You will need to use your website developer to make the change to a responsive site if yours is not already, but you do not need to be an SEO expert to recognise that this needs doing.  

More people than ever are browsing on the go, and with so much choice out there, people aren’t wasting their time on an unresponsive website. In addition to this, Google is looking for this aspect when ranking websites. 

Maps Listing 

This is the business listing which appears on Google Maps; it holds information such as business type, opening hours and reviews. 

This is actually a really important aspect of your SEO and is relatively easy to manage yourself. Ensure that all of your data is updated and correct, as well as including as much information as you can within the listing.  

Reviews can also be beneficial to your maps listings; you could ask happy clients to search your business name into Google and leave a review on the listing. 

A few reviews every month or so is a good amount of reviews and will keep your listing updated and relevant.  

In conclusion, these marketing methods were both originally designed for marketing professionals which is why they are not the easiest for beginners to get the hang of.  

However, this does not mean that you cannot do things to benefit your marketing, whether that is the auto-managed ad account or add regular content to keep Google happy.  

Even if you do outsource this marketing to professionals, you can still help the process by providing new information for Google Ads or writing regular content for your SEO.  

If you are interested in either one of these services or want to learn more about how these could benefit your business and services, get in touch with our team.

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Tierney Crocker
Tierney Crocker is part of the Digital Marketing team at WNW Digital, involved in all aspects of digital marketing and social media. You can email her at tierney@wnwdigital.co.uk

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