SEO & SEA (Google Ads) – a match made in (digital marketing) heaven

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SEO, Search Engine Optimization or search engine optimization is the way to get more visitors to your website. With relatively few resources you can ensure that your website gets visitors. On the other hand there is Search Engine Advertising or SEA via the Google Ads platform (formerly Adwords). This is Google’s advertising tool that allows you, by simply paying, to send visitors to your website. Together SEO & SEA can be the ideal mix to get more out of your website. Read more about how you do this and what you should take into account below.

What is SEO?

SEO stands for Search Engine Optimization which falls under search engine marketing. It is the art of getting a page scored high in the organic results of a search engine on a predetermined keyword. Search engine optimization consists of four pillars: contentlink structuretechnique and authority. If these pillars are optimized, there is a good chance that you will be found well in the search engine (i.e. Google or Bing). Read more about the content of the pillars below. Want to know more about Google Ads right away? Then click here.


“Content is king” is a known phrase. Now that is true, but when you write a lot of content and this content then has no direction or purpose, it often does not yield much. It is for this reason that keyword research is needed to determine what people are looking for. A web page should then be arranged in such a way that it is easy for a search engine to read. Your metadata, on page factors and your link structure are important here.


The metadata of a web page is not directly visible on the page. This data is used by search engines (i.e. Google, Bing) to determine what is on the page and in which country the page should be displayed. The most important metadata for SEO are the title tag, URL and meta description.

Title tag

The Title tag (or title) of a page is one of the most important factors for a search engine to determine what is on a page. In addition, this title is (usually) used in the SERP or the search engine results page. The title in Google and Bing is characterized by the blue color. Make sure the subject of your page is as clear as possible in your title tag.


Your URL or the Uniform Resource Locator is for a search engine the location where your information can be found. Again, it is important that your URL matches the content of your page. Make sure your URL is in line with the subject of the page and contains matching words that also appear in your Title tag.

Meta description

Although the meta description is not included in the determination of the search engine results page, it is important. By making sure you have a neat and striking description that is in line with the subject of the page, you make sure that more people click on your result.

On page factors

If you think that only text is enough for a high position in Google, you are wrong. Several factors together make you get higher in Google. Headers, text, images and other forms of content together ensure that a search engine better understands what your page is about.


A header (h1, h2, h3) is used by search engines to create structure in a page. The header 1 always comes at the top of the page and describes (preferably) in just a few words what the page is about. The header 2 and 3 take care of the rest of the structure. Make sure the page has a logical structure from top to bottom. Never skip a header.


When you create a page, each header is basically accompanied by a piece of text or a paragraph. Just like in a book, the text under a header is about what it says in the header. For a search engine it is wise to keep a minimum number of words of 300 per page. If you want to be found better on a specific topic (such as SEO SEA), use more words as in this article (2000+ words). It is also important that you do not write for search engines but for people and that you use clear, clear sentences with not too many commas.


Also pictures are important in a page. A page becomes a more visually attractive one, which may make readers stay longer on a page. An image also provides an extra optimization possibility. You can use the so-called alt tag of an image to make it clear to the search engine that the page is about your chosen subject.

Link structure

Besides metadata and on page factors, the link structure of your website is also important for a search engine. Search engines often work on the basis of links. The more links a page has, the more important it is considered to be by a search engine. It is therefore preferable to make sure that you always link an (important) page from your menu. If you can’t or don’t want this, use the footer. Where possible, you can also link to other pages in the text. If you write a very long article, you can also link internally to make people navigate through a page faster (as you see in this article).


The third pillar you have to take into account in SEO is technology. Most CMS systems like Drupal, WordPress and Magento already provide a large part of the standards needed for a search engine. Elements like a canonical tag, hreflang, title tag, meta description and other meta tags are set correctly. A technically functioning website ensures that search engines can crawl a website faster.


Speed is the new king when it comes to SEO and is increasingly important. A user no longer wants to wait for a response from a website. The faster your website the higher the conversion rate has already been shown by several studies. The technical optimization of a website has become more important than ever before and, if all goes well, will also yield some immediate benefits.


The last pillar on which SEO in general rests is authority. By authority we mean the number and quality of incoming links. The higher the quality of the links and the more of these links you have, the higher a search engine will place you in its results. According to Google, for example, links should be generated in a natural way by creating high quality content to which other websites link. In practice, this is a challenge and links can also be generated by actively link building.

SEO summarized

SEO is a sustainable investment in your website. Once the mentioned elements are well organized then a search engine understands what your website is about. If you work continuously on your authority then the chance that you will get high in Google, more than present. Higher in Google you get by also advertising. Read more about that below.

What is Google Ads?

Google Ads is Google’s advertising platform (and the reason why this search engine makes so much money). It allows advertisers to show ads when people are looking for a particular product or service.

Google Ads example

Suppose there is someone who would like to buy a new rod. He or she will then open Google’s search engine and search for “buy rod”. Then, the angling shop pike has the possibility to show an advertisement exactly when someone enters it. This way, as an advertiser, you make sure that you attract very relevant visitors to your website.

How does Google Ads work?

The advertising platform is designed in such a way that you can easily create your advertising campaign. Critical need and also the reason why you always have to hire an expert to set up a campaign and have it managed is that simplicity is also a pitfall. For Google, everything is important to ensure that you spend as much money as possible via the platform. The default settings for campaigns are set so that this happens. However, this is not always profitable.

The layout of the platform has several successive levels that together can lead to a profitable online marketing campaign. The levels can be divided into Campaigns, AdGroups, Ads and Keywords.


If you create a campaign, you have the possibility within Google Ads to choose between a Search campaign, a display campaign or a combination of the two. We always prefer to choose one of the forms. So either a Search campaign or a display campaign and no combination. With this we keep more grip on the Google Ads system. Furthermore, you have the possibility to make a short campaign that runs temporarily or you choose an always-on campaign.

Search Campaign

A search campaign means that you only advertise in the Google search engine. When someone enters a search query in Google that matches the keywords you are targeting, your ad will be shown.

Display Campaign

In a display campaign you use the Google Display network. Thousands of websites are part of this network. Small websites but also websites like, and You have the possibility to show your advertisement or banner in this network. This can be based on keywords but also based on remarketing or demographic properties of a user.

Ad Groups

Within each campaign you can have one or more Ad Groups. Within an Adgroup you decide which ads you show and on which keywords you advertise. In most cases it is advisable, when setting up a Search Campaign, to set up the Ad Groups in such a way that they match the structure of your website. This makes management easier and more convenient.


There are advertisements within the Google Ads platform in various forms. But if you use a search campaign then an advertisement consists of only text. The ad consists of 3 elements that correspond to the metadata of a website. You give your ad a title, a URL and a description that becomes visible when your ad is triggered. It is also possible to load extensions. The more and the better you set up your ads, the more visible they become.


The last element Google Ads consists of is the keywords. On which words do you want your ad to be shown? You determine that here. For example, if you want your ad to be shown only on the word WordPress webdesign, make sure you enter the word between brackets: [wordpress webdesign]. If you want to be found more widely, make sure you enter the word design without brackets. It is recommended to use about 15 words per AdGroup. In the course of time you determine which keywords work for your business based on the results. Words that do not work are excluded. This is a continuous process.

Tip: always (but always) make sure your conversion tracking is set up properly. Without this feature, you simply don’t know where your money is going and whether you are earning money from the keywords you target.

Why do SEO and Google Ads go well together?

Now that you know more about SEO and understand why Google Ads can be a very efficient system, the question is why they fit together so well.

The short answer to this is because with Google Ads you can easily determine with which words you earn money. You then use these words in your SEO strategy. This way you make sure that you not only through the paid way (Google Ads) but also through the organic way (SEO) paying visitors to your website attracts.

SEO & SEA example

For some time now you have been advertising widely on the word chimney sweep. After an analysis of your Search Terms you see that 80% of all conversions come in on the word chimney sweep hire. This means that you (if all goes well) earn money from this word. From an SEO point of view it is important that you will be found on this word combination. In many cases this means creating a separate page that is entirely focused on this subject. After a while you will be guaranteed to be found organically good on these words!

Want to know more?

Do you want to know more about SEO & SEA after reading this article or would you like to know more about Google Ads or our SEO services? Please contact us! We are happy to help.

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