Search engine optimization (SEO) and Google AdWords are two of the most powerful online marketing tools for businesses and organizations looking to increase their online visibility and attract new leads. Both strategies can be effective in the right circumstances, but it's important to recognize the differences and understand the best way to use them.

Search engine optimization, or SEO, is an organic marketing approach that involves optimizing a website to meet the criteria set by search engine algorithms. It requires time and effort to see results as websites are ranked by relevance and value, to a wide array of factors that can impact rankings. By employing tactics such as keyword research and strategic link building, businesses can improve their presence on search engine results pages (SERPs) and climb the ranks of the SERPs.

On the other hand, Google AdWords is a pay-per-click (PPC) advertising platform that provides sponsored advertising space on the SERPs. When used properly, AdWords can deliver remarkable results at an accelerated pace, often in the same day. AdWords uses predefined parameters to target an online audience and deliver tangible results.

So, which one should businesses use? The answer depends on the specific situation and desired outcome. For example, business owners who are launching a new website may opt for AdWords over SEO as the former posts results quickly. On the other hand, a business with an existing website but limited resources may find that SEO is the more cost-effective solution.

Ultimately, the two strategies should go hand-in-hand, as their combined use is more powerful than either approach used alone. Merging the two approaches helps to ensure that businesses are squeezing the most out of their online presence and are tapping into the greatest potential to drive leads and sales.

The bottom line is that search engine optimization and Google AdWords both have advantages and disadvantages. Taking the time to assess the needs of a business allows the marketing team to create an effective strategy tailored to achieve the desired goals. Understanding both platforms and combining them as needed helps to create the most powerful, efficient, and profitable online presence.