Whenever we talk about search engine optimization and contextual advertising, we’re just talking about different online marketing techniques.

As a website owner, you might be in a dilemma between choosing the right form of promotion to use. The most popular and potent options are SEO and PPC. However, some people in online marketing view these two tools as contradictory. After lengthy research, we have found out that these techniques are different, but don’t forget that they are mutually exclusive.

Contextual advertising using pay-per-click marketing may deliver the required results from the initial stages of the promotion. On the other hand, SEO projects will consume a lot of time and effort, the best case being approximately six months for a new website. Contextual advertising stops working as soon as your money is out of balance. At the same time, SEO will optimize your website to the leaders organically.

Understanding each approach’s dynamics, advantages, and disadvantages will give you the knowledge you need to promote your business to another level. Here’s all what you need to know about search engine optimization and contextual advertising.

You can always go for managed SEO services to ensure your content ranks high on the search engines.

What is search engine optimization?

Search engine optimization improves the visibility of a web page or a website in the unpaid results of search engines like Google.

As a business owner, it’s very interesting how you can use SEO to get more leads, traffic, sales, or, better still, increase revenue.

So, why should you focus on SEO?

Different people on the internet search for different things. That can be a very powerful tool for your business not only because of increased traffic but the presence of specific and high-intent traffic. Customers are constantly on the search engines searching for any manner of things related to what you sell.  With the help of SEO, you can connect with your prospects, help solve their problems, and most definitely, become a valuable resource to them.

How SEO works?

Search engines like Google want to provide the best experience for their customers. That means delivering the actual results the searcher is seeking. The search engine will crawl and scan different websites to deliver reliable results.

Besides, the search will scan the website and evaluate how easy it is to read and navigate, thus rewarding sites that are user-friendly on high SERPs ranking.

Suppose you have an about online advertising. To get your content to the right audience, you will try to optimize your article to show a top result for anyone who searches the phrase ‘online advertising.’

Search engine involves content marketing, on-page SEO optimization, and off-page SEO optimization. On-page SEO optimization involves adding title tags,  meta descriptions, internal links,  image names, and ALT tags to your content. On the other hand, off-page SEO involves building tust with quality backlinks and creating quality links with influencers. However, remember it might take time to notice SEO results. SEO may not guarantee you high rankings for any keyword but will increase traffic on your website.

What is contextual advertising?

Contextual advertising is the process of including ads on websites based on the content in the webpage. For example, they could be ads for the camera lens on a camera buyer’s guide article.

Let’s have a look at how the process of contextual advertising works:

For contextual ads to work, you need to make sure the advertising system knows what your campaign entails to place the ads on relevant web pages.

There are broad categories to fit your ad campaign on Google. They include; music, fashion, health, and agriculture. Selecting a topic will make your ads eligible to display on the Google Display Network relating to the topic. For more precise targeting within the topics, you can include keywords. The more budget you put on your campaigns, the more visitors you get.

Once you place an order, Google will evaluate and place the content on the display network to match the most relevant content. Google will place the ad online if the keywords and the central theme of the website you have chosen match. Similarly, your ads are eligible to show up on the website if your topic matches the website’s content.

It is worth noting that contextual advertising is not constrained to privacy legislation. In most cases, contextual advertising will provide an easier way for visitors to get off other sites to yours. The effects of contextual advertising will stop the advertising stops immediately.

The value of contextual advertising is in safety, reach, affordability, relevance, and ease of implementation. However, none of those mentioned benefits will result in a conversion. Make sure you have a post-clicking landing page to maintain a certain level of relevance throughout the campaign.


Now that you understand the two techniques, you can easily take your online marketing to the next level by combining the two or choosing one. Ensure you take advantage of each tool and most essentially delegate your ad campaigns and SEO to competent specialists.

Difference between SEO and Contextual Advertising

S. No.Search Engine Optimization (SEO)Contextual Advertising
1.The purpose of SEO is to promote the site in search engine results for certain queries.Contextual advertising is a form of advertising whose purpose is to promote or send relevant traffic to website
2.The result is delayed in timeInstant results
3.The effect of SEO is long termThe effect stops once the advertising campaigns stops
4.SEO helps in organic traffic to the siteContextual ads sends paid traffic to the site
5.The number of visitors does not depend on the budgetThe number of visitors depends on the budget, more the budget more are the visitors
6.Changes takes timeChanges done on the campaign are instant
7.SEO does not guarantee of your top position for any keyword but assures in the increase of trafficContextual advertising gives guaranteed results

Now, do you know What’s is Contextual Targeting?