SEO: Optimize before you Advertise


I had a great conversation with a client last week. Client X has built a successful business from scratch. It started out as a hobby producing items for friends as presents. Word travelled and as demand grew people began to offer to cover the cost of production. Client X made the jump and left corporate life to create their own start-up business.

A few years later and the business is thriving and if ‘imitation is the greatest form of flattery’, Client X should be extremely flattered.Competition has begun to hot up in their market with new entrants appearing all the time.

Which, brings us to our conversation last week. Client X felt it was time to start advertise on Google and Facebook in order to stay ahead of the posse. Their business website gets almost 10,000 views a month and their Facebook page has over 12,000 ‘Likes’. The feeling was these numbers have plateau’d while the competitors seemed to be gaining ground. The competitors were advertising so surely that’s the solution; meet them head on in the ad space.

Hmmm, not entirely.

Before you need to start paying for reach there are a few tactics you can do to put yourself at the forefront of potential customers searches. Sticking with Client X, I felt that there was some work to be done optimizing the website and Facebook page before bringing paid ads.


As a general rule your website should have had a full Search Engine Optimization or SEO process applied before considering using paid search.

The clicks a #1 ranked Google search receive (approx. 35%) is more than all the paid ads (approx. 30%) on a Google search page. Organic search generally receives about 70% of the clicks for each search.  So, having the top ranked webpage for particular keywords will probably net you more clicks and not cost you a cent.

Using Pay-Per-Click advertising like Google Adwords should complement your other digital strategies rather than being your only strategy.

With Facebook pages you should spend some time looking at the data your page has collected in the Insights tab. Here you’ll find out who is looking, where they are and when they are looking. You can also see which posts generated the most engagement. You can schedule posts to appear at the times your audience is most engaged.

You may reach a point where the advertising route is the next step once you’ve optimized your channels. 4th Level Digital Media can help with your SEO, social media strategy or Pay Per Click advertising, why not get in touch today?