Modular Orange

How Your Site Shows Up on Google: The Difference Between Digital Ads & SEO

If you've ever Googled your business and wondered why you're not showing up, you’re not alone. One of the most common questions small business owners ask is: “How do I get to the top of Google?”

 

The answer usually involves two main strategies: SEO and digital ads (like Google Ads). Both can get your business in front of customers—but they work very differently. Here’s what you need to know about each, and how they can work together to bring in more leads, calls, and customers.

 

What Is SEO?

 

SEO stands for Search Engine Optimization. It’s all about improving your website so that it shows up organically (for free) in search engine results when someone searches for terms related to your business.

Think of SEO like laying the foundation of a house. It’s solid, long-lasting, and designed to attract visitors over time. With SEO, you’re earning your spot in search results through high-quality content, good website structure, and relevance to what users are searching for.

 

SEO Includes:

 

  • Optimizing the text on your site to match what people are searching for

  • Making sure your site loads fast and works on mobile devices

  • Adding keywords to titles, headings, and images

  • Getting listed on Google Maps and in directories

  • Creating content like blogs that answer common customer questions

 

Pros of SEO:

 

  • Long-term traffic

  • Builds trust and authority

  • Cost-effective over time

 

Cons of SEO:

 

  • Takes time to see results

  • Needs regular updates and content

  • Results depend on competition and search trends

 

What Are Google Ads?

 

Google Ads (sometimes called PPC or pay-per-click ads) are the paid listings that show up at the top or bottom of Google’s search results. You choose keywords you want your ad to appear for, set a budget, and only pay when someone clicks on your ad.

 

Think of Google Ads like turning on a faucet. You can start seeing results almost instantly, but you have to keep paying to keep the traffic flowing.

 

Google Ads Include:

 

  • Search ads (text ads at the top of search results)

  • Display ads (image-based ads across websites)

  • Local services ads (for service-based businesses)

  • Retargeting ads (ads that follow past visitors around the web)

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Pros of Google Ads:

 

  • Fast results

  • Targeted to specific keywords, locations, and audiences

  • Easy to track ROI

 

Cons of Google Ads:

 

  • Costs money every time someone clicks

  • Requires strategy to avoid wasted spend

  • Stops working when you stop paying

 

What We Recommend for Your Business

 

If you're just launching your business or website, Google Ads can help get your name out there quickly. Meanwhile, investing in SEO ensures that you're building a strong online presence for the long haul. Think of Google Ads as the rocket booster and SEO as the steady engine that keeps your business growing. Together, they give you the best of both worlds.

 

Need Help?

 

At Matchstick Studio and Modular Orange, we specialize in building beautiful, high-performance websites and helping small businesses grow online. Whether you’re starting fresh or want to boost your existing presence, we can help you create a plan that fits your goals and budget. Just get in touch with us!

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