"SEO or SEM? Adwords addiction

This past week was held in Valencia Calsi VIII Workshop in which, as usual, the contents are generally higher than the assistance that displays the room. Like every year, we were there as much as we allowed our occupations and in addition to greet old friends and make new ones, the truth is that we attend tables did not leave us indifferent.

Personally, I woke up the table more interest, was moderated by Javier Leiva titled Business Models 2.0. It's a shame we came late to it and we could only enjoy the last part, but we were pleasantly surprised that this time the moderator had to be used to fund launch their questions to their speakers, something that often happens too often, but that was the generator room and took shape discussion topics for discussion. Of course, the speakers rose to the occasion and both Angel Maria Herrera, Javier Celaya, Juan Luis Hortelano as Javier Martín illustrated with us their experience or, in the absence of it, its always exciting view.

Needless to say that there are countless topics such as the fatigue of using the term Web 2.0 and the beginning of the use of Social Web by some of the speakers, but one of the topics covered by the public and most interesting was the addiction to Google Adwords, something they had heard but I found most interesting in his presentation.

The Google advertising system, which derives 95% of their income is based on two supports: Google Adsense for content creators and managers (publishers) and Google AdWords for advertisers. The advertisers create text or graphical ads and then bid for certain keywords. Google is responsible for placing these ads on relevant pages depending on the keywords you buy. For example, if an advertiser wants to sell cars, buy certain keywords in this topic and Google will place ads on sites that address this topic.

The ultimate goal is that internet users who click on an advertisement really interested in the automotive world and the visitor buying a certain product. Of course, an advertiser can have two types of traffic to your site: The system generated by Adwords (SEM) or by positioning, and make your site through search engines (SEO).

In the table Calsi, exposed the problem that the system worked, but this dependence was seen as excessive. Specifically, it stated that the monthly expenditure of the company that laid out his case was € 12,000 and who obviously wanted to go to reduce this figure mainly because it was considered a short-term vision. However, from their point of view it was a quick and easy way to generate sales but also was deployed for an entire SEO operating properly position the product pages.

The results presented in both SEM and SEO were good enough for the company, but since she watched with concern the excessive reliance on Google. While the company obviously was not identified, the speakers at the table felt that if the policy had not worked deployed to worry excessively. On the other hand, felt that the actions taken by SEO rather could have a detrimental effect to the flood of spam and the Web could also be more expensive than buying keywords through AdWords.

Perhaps, what we might add, is that the image of a company, its market positioning, beyond considerations of Google, not built in a day. Customers who have purchased their products and services through Adwords is very likely to return to it if they are satisfied, so the brand is built slowly and retention policies are not competition from Google, but rather its managers.