Total digitalization puts businesses in front of the need to promote their products and services on the Internet. Among the many tools that help you solve this problem, the most universal is contextual advertising and search engine optimization of the site. In this article, we will analyze the main differences and features of paid advertising and search promotion, how they are useful for each other, what and at what stage it is better to use, as well as how to combine these tools in a comprehensive approach.

Businesses and SEO with Socialcali

The team of Socailcali is often contacted by clients who want to use one of these services. Some of them are set to use only SEO, while others want to run an advertising campaign in Yandex or Google. When we try to find out what goals the customer wants to achieve with the chosen service, we often hear the same simple answer: we want to be at the top of the search. And here you have to explain the features, differences, and advantages of one company over another, which of them will most contribute to the implementation of certain tasks, and which advertising strategy is suitable for a particular business.

Summarizing this thesis is usually a reference to practice, which shows that it is often most effective to use both directions simultaneously. And this is not an attempt to sell the client more than he was going to buy, but the real state of Affairs. Since SEO in a certain sense is a well-thought-out strategic plan, and contextual advertising is operational actions designed to correct, Supplement, and implement the overall direction of movement. Thus, the use of both mechanisms helps not only to quickly achieve the desired result but also to keep it for a long time, optimizing costs as much as possible.


How SEO and context are useful for each other

When both tools are used correctly, their mutual positive influence on each other occurs. Contextual advertising can give an additional boost to the natural development of your site and, conversely, SEO helps to increase the effectiveness of search advertising.

How does this happen?

Traffic from contextual advertising improves the indicator of behavioral factors, which is an important condition for forming organic output. In other words, if the user who came to the site stays on it for at least 2-3 minutes, then, for example, for Yandex, this serves as a signal indicating that the user is interested in the site and that the site is relevant to the user’s requests. A large number of such signals are taken into account when ranking the site. Up to the point that continuous use of context gives chances to get into the organic TOP.

The truth is very few people have a sufficient amount of money for such promotion, as it will require more than one year continuously to pay for the context. But even in this case, you will still need at least a minimum initial optimization of the site. Therefore, it is a mistake to rely on the fact that when you place ads in Yandex, you automatically get advantages in the ranking. This is a myth. A site of poor quality with obscure content will be deprived of such advantages.


  • optimizing pages for search queries improves the effectiveness of dynamic ads;
  • Contextual advertising makes it possible to quickly evaluate the actual conversion rate of queries. This will help reduce the likelihood of errors when planning SEO and work the site as efficiently as possible;
  • You can get another place on the search results page. It may seem that this is an unnecessary benefit, but according to statistics, context organic on the first page gives more clicks in total;
  • Simultaneous SEO and advertising in search engines allow you to optimize the budget for promotion, redistributing, and flexibly adjusting it, while maintaining and developing a high conversion rate. When a site gets to the first page of priority search results, you can exclude these queries in contextual advertising, which helps you save your budget and avoid so-called traffic cannibalization, i.e. a situation where one traffic source “eats” another.
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