Brink Blog

SEO vs Google Ads: Which Is Better for Your Business?

Laura Sparkes — Thu, 21 May 2026 00:00:00 GMT

Should I pick SEO or Google Ads?

SEO is the best strategy for long-term visibility, trust and sustainable website traffic. Google Ads is best for fast website visibility, controlled targeting and immediate lead generation. For the majority of businesses, the strongest strategy is not choosing SEO or Google Ads, but using both together.

SEO helps your business appear naturally in search results when people are looking for your products, services or expertise. Whereas Google Ads allows you to pay for visibility at the top of Google for selected keywords, locations, audiences and campaign goals. The right choice depends on your budget and timeline constraints, competition and how quickly you need to see these results.

What is SEO?

SEO, also known as Search Engine Optimisation, is the process of improving your website so that search engines like Google and Bing can understand, rank and show your content to relevant users. SEO is widely described as helping search engines understand your content while helping users find your site and decide whether to visit it.

SEO includes keyword research, content creation, technical improvements, local SEO, landing page optimisation, internal linking and authority building. It does not usually deliver instant results, but it can create long-term visibility and reduce reliance on paid advertising over time.

For example, a business investing in SEO may create dedicated service pages, blog articles, relevant FAQs, comparison guides and location pages that answer real customer questions. These assets work together to continue to attract visitors to the website long after they are published.

Search remains one of the most important discovery channels for businesses. Ofcom's Online Nation 2025 report found that Google Search is used by 82% of UK adults and receives around 3 billion searches per month in the UK. This supports the case for SEO because businesses still need to be visible when people actively search for products, services and advice.

In 2026 SEO is becoming more closely linked to AI search visibility. Ofcom reported that around 30% of Google searches now show AI Overviews, with 53% of UK adults saying they often see and use AI overviews. This means well-structured, helpful website content is not only important for traditional rankings, but also for visibility in AI-generated answers.

What are Google Ads?

Google Ads, formerly known as Google AdWords, is Google's paid advertising platform. It gives businesses the opportunity to appear in sponsored placements across Google Search, Shopping, YouTube, Display, Maps and other Google networks.

In search campaigns, businesses bid on keywords and usually pay when someone clicks on their ad. Campaigns can also be refined by location, audience, device, time of day and conversion goal, helping businesses reach the right people at the right moment.

This is one of the reasons Google Ads is so widely used. Paid search captures people when they are actively looking for information, products or services, which makes it a valuable channel for businesses that want quicker visibility. Wider market data supports this continued investment too, with the Advertising Association and WARC reporting that UK ad spend reached around £46.7bn in 2025, and search and online display formats accounting for 83% of total UK ad spend in Q3 2025.

That said, successful Google Ads campaigns are not just about spending more. Google's Quality Score guidance highlights the importance of expected click-through rate, ad relevance and landing page experience. Your keywords, ad copy and landing pages all need to feel connected, so that users find what they expected when they clicked.

Google Ads can be a powerful way to generate fast visibility, but its importance is also shaped by Google's dominant position in search advertising. The UK's Competition and Markets Authority (CMA) reports that Google generated over 90% of UK search advertising revenues, underlining why Google Ads remains such a central part of many paid search strategies.

The main difference between SEO vs Google Ads

The biggest difference between SEO and Google Ads is how visibility is earned. SEO earns visibility organically through relevance, authority and content quality. Google Ads buys search visibility through paid campaigns.

Factor	SEO	Google Ads
Speed	Slower to build	Can generate traffic quickly
Cost model	Investment in content, optimisation and strategy	Pay per click (PPC), impression or conversion
Longevity	Can keep driving traffic over time	Stops when budget stops
Targeting	Based on search relevance	Highly controlled targeting
Best for	Long-term growth	Fast visibility and lead generation
Measurement	Rankings, traffic, engagement and conversions	Clicks, CPC, conversions, CPA and ROAS

When SEO is the better choice

Search Engine Optimisation (SEO) is often the better choice when your business wants to build sustainable visibility and long-term trust. It is especially useful for businesses where customers research before making an enquiry or purchase. This includes professional services including trades, recruitment, training, IT support and B2B services.

SEO can help your business appear for searches such as:

"best vets in Lincolnshire"
"how to choose managed IT support"
"window repair vs replacement"
"SEO vs Google Ads for small businesses"

The main benefit of SEO is that your content can continue working after the initial investment. A well-optimised service page, guide or blog with relevant FAQ can bring in traffic, build trust and support conversions over time. The limitation is that SEO takes time. Competitive keywords can take months to improve, and results depend on the quality of your website, content, technical setup and authority.

When Google Ads is the better choice

Google Ads (PPC Search Advertising) is often the better choice when your business needs visibility quickly. It can be useful for new websites, product launches, seasonal campaigns, events, time-sensitive offers, competitive keywords or businesses that need leads while SEO is still building.

Google Ads gives you more control and flexibility than SEO. You can choose the keywords, locations, ad copy, landing pages and budget. You can also test different messages quickly and see which search terms generate enquiries. The limitation is that Google Ads stops working when the budget stops. It can also become expensive if campaigns are poorly structured, keywords are too broad or landing pages do not convert.

SEO vs Google Ads which is better?

SEO and Google Ads both have an important role in business growth.

Choose SEO if you want long-term visibility, trust and sustainable traffic. Choose Google Ads if you need immediate visibility, fast testing and controlled lead generation. Choose both if you want the strongest search strategy. The best-performing businesses are usually not asking whether SEO or Google Ads is better. They are using both strategically, measuring what works and building visibility across paid search, organic search and AI results.

Need help deciding whether SEO, Google Ads or a combined search strategy is right for your business? Get in touch for a free consultation and a clear plan based on your goals, budget and market.

How to Get More Google Reviews for Your Business

Alex McCranor — Fri, 13 Mar 2026 00:00:00 GMT

Your Google Business Profile Is Your Shopfront

If someone Googles your business name right now, what do they see? For most local businesses, the first thing that shows up isn't your website. It's your Google Business Profile. That panel on the right side of the search results with your address, phone number, opening hours, and your reviews.

If your profile is half-finished or sitting there with zero reviews, you're making a bad first impression before anyone even clicks through to your site.

Setting up a proper Google Business Profile and building up genuine reviews isn't complicated. It just takes a bit of effort and consistency.

Setting Up Your Google Business Profile Properly

Before you start chasing reviews, make sure your profile is actually worth looking at. A bare-bones listing with no photos and a one-line description doesn't give people much confidence.

Here's what you need to get right:

Start by claiming and verifying your listing at Google Business Profile. Google will verify you own the business, usually by sending a postcard to your address or via phone.

Once you're in, fill in every field. Business name, address, phone number, website URL, opening hours, categories. Don't leave anything blank. Google rewards complete profiles with better visibility in local search. This ties directly into your wider SEO strategy, as Google uses this information to decide when to show your business in local results.

You get 750 characters for your description. Use them. Explain what you do and who you help. Keep it factual and avoid stuffing it with keywords. If you struggle with writing about your own business, that's worth getting help with.

Add photos too. Businesses with photos get 42% more requests for directions and 35% more click-throughs to their websites, according to Google. Upload photos of your premises, your team, and your work.

Finally, get your categories right. Your primary category matters a lot. Pick the one that most accurately describes what you do, then add secondary categories for other services you offer.

Why Reviews Matter So Much

Let's talk numbers. According to BrightLocal's 2025 consumer survey, 88% of consumers trust online reviews as much as personal recommendations. That stat alone should tell you why reviews aren't optional.

But it goes beyond trust.

They affect your local search rankings

Google's local search algorithm weighs relevance, distance, and prominence. Reviews are a big part of prominence. More reviews with higher ratings push you up the local pack, that map section with three businesses listed below it. If your competitors have 50 reviews and you have 3, you're fighting with one hand tied behind your back.

This is a genuinely cost-effective digital marketing tactic. You're not paying for ads. You're building a signal that Google actually cares about. We've helped clients go from barely appearing in local results to showing up in the map pack, and a consistent flow of reviews was a big part of that.

They affect your click-through rate

A listing with a 4.7 star rating and 80+ reviews gets clicked far more than one with no reviews at all. Those gold stars in search results act as instant credibility. Before someone reads a word of your website content, they've already formed an opinion based on your review score.

They affect your conversion rate

Reviews are social proof. When someone lands on your site and sees real feedback from real customers, they're more likely to pick up the phone or fill in a contact form. If you're working on improving your conversion rate, displaying reviews on your site is one of the simplest wins available to you.

How to Actually Ask for Reviews

Here's where most businesses get stuck. They know reviews are important, but asking for them feels awkward. It doesn't have to be.

Make it easy

The main thing you can do is remove friction. Don't tell someone to "leave us a review on Google" and expect them to figure out how to navigate there. Send them a direct link instead.

To get your review link:

Go to your Google Business Profile dashboard
Click "Ask for reviews"
Copy the short link Google generates

That link takes people straight to the review form. They don't have to search for your business or figure out where the review button is.

Ask at the right moment

Timing matters. The best time to ask is right after you've delivered something your customer is happy with. Just finished a project? Invoice paid with a nice thank-you email? That's your window.

Don't wait two months and then send a batch email to everyone you've ever worked with. By that point, the experience has faded and the motivation to write something is gone.

Keep your request short and personal

Nobody wants to read a three-paragraph email about why reviews are important to your business. They know. Keep it brief.

Here's an example that works:

Hi [Name],

Thanks again for working with us on [project/service]. Really glad you're happy with how it turned out.

If you've got 30 seconds, a quick Google review would mean a lot to us. Here's the link: [your review link]

No pressure at all, just appreciate the support.

That's it. Personal, short, with a direct link. If you're running email marketing campaigns, you can build review requests into your post-project email sequences rather than sending one-off messages.

Use different channels

Don't rely on email alone. A text message or WhatsApp works well for trades and service businesses. A quick "Thanks for today, here's a link if you fancy leaving a review" sent while you're still fresh in their mind is effective.

If you're face-to-face with a happy customer, just ask. Then follow up with the link by text so they don't forget.

QR codes are worth considering too. Print your review link as a QR code on receipts, invoices, or a sign at your counter. We've seen this work well for retail and hospitality businesses.

You can also share the occasional post on social media asking for feedback, with the link in comments.

Follow up once (but only once)

If someone hasn't left a review after your first ask, one gentle reminder is fine. After that, let it go. Nobody likes being pestered, and you don't want to damage a good client relationship over a review.

Responding to Reviews

Getting reviews is only half the job. How you respond matters just as much.

Respond to every review

Yes, all of them. Google has confirmed that responding to reviews improves your local ranking. But it also shows potential customers that you actually pay attention.

When someone leaves a positive review, thank them and reference something specific about the work if you can. It makes the response look real rather than copy-pasted.

For negative reviews, don't get defensive. Acknowledge the issue, apologise if appropriate, and offer to take the conversation offline. A calm, professional response to a bad review can actually build more trust than five good ones.

Keep responses timely

Try to respond within a day or two. If someone takes the time to write about your business, the least you can do is acknowledge it quickly.

Put your reviews to work on your website

Collecting reviews on Google is a good start. But don't let them sit there doing nothing beyond your Business Profile. Pull them onto your website.

Displaying real customer reviews on your site builds trust right where people are making decisions. Your homepage, service pages, and landing pages are all good spots. We do this on our own site, pulling in our Google reviews so visitors see genuine feedback without having to leave the page.

If you're thinking about a website redesign or refresh, building in a reviews section from the start is worth doing.

You can also repurpose reviews in other marketing materials. A strong testimonial works in case studies, social posts, email campaigns, and even printed materials. It's content your customers have written for you, so use it.

Common mistakes to avoid

Don't buy fake reviews. Google is very good at detecting them, and the penalty is harsh. Your listing can be suspended entirely.

Don't offer incentives either. Discounts in exchange for a review violates Google's terms. You can ask for reviews, but you can't pay for them.

Once your profile is set up, don't ignore it. Keep your hours updated, add new photos regularly, and post updates. Google favours active profiles. Think of it as another channel in your digital strategy that needs regular attention.

And don't panic about the occasional bad review. A perfect 5.0 rating actually looks suspicious to most people. A few lower reviews mixed in make your rating look more believable. What matters is how you handle them.

Frequently asked questions

How many Google reviews do I need? There's no magic number. But as a rough guide, having more reviews than your nearest competitors in the local pack makes a noticeable difference. For most small businesses, getting past 20 genuine reviews puts you in a strong position.

How long does Google Business Profile verification take? It depends on the method. Phone or email verification can be instant. Postcard verification takes 5-14 days. Video verification (where Google asks you to record your premises) is available for some businesses and usually processes within a few days.

Can I delete a bad Google review? You can't delete reviews yourself. You can flag a review that violates Google's policies (spam, fake, offensive), and Google may remove it after investigation. But a legitimate negative review from a real customer won't be removed. Your best option is to respond professionally.

Should I respond to every single review? Yes. Even a short "Thanks, really appreciate it" on a positive review shows you're engaged. Google has said that responding to reviews is a factor in local ranking, and it gives potential customers confidence that you're an active, responsive business.

Getting started

If you haven't set up your Google Business Profile yet, that's step one. Do it today. It takes about 20 minutes.

If your profile is already live but reviews are thin on the ground, pick three happy customers and send them a message this afternoon. Keep it personal, include the link, and don't overthink it.

Building a steady flow of reviews isn't a one-off task. Make it part of how you close out projects and follow up with clients. The businesses that do well with reviews aren't doing anything clever. They're just asking consistently.

If you want a hand with any of this, from optimising your Google Business Profile to building reviews into your website, get in touch. We work with businesses across Lincolnshire and beyond.

The Future of AI in Marketing

James Miller — Sun, 01 Feb 2026 00:00:00 GMT

Beyond Automation

AI in marketing used to mean simple automation: scheduling posts or sending emails. Now, it's about something more interesting.

Predictive Analytics

We can predict what a customer is likely to want before they search for it. That means more targeted campaigns and better returns.

Content Generation

AI won't replace human creativity, but it's a useful tool for producing quality content faster. Think of it as a multiplier for your team, not a replacement.

The Core Principles of Effective UX Design

Sarah Jenkins — Thu, 22 Jan 2026 00:00:00 GMT

Design with Empathy

User Experience (UX) design is about empathy at its core. It's about understanding the user's journey, their frustrations, and what they're trying to achieve.

Clarity over Cleverness

We all love a clever interaction, but it should never get in the way of clarity. If a user has to guess what a button does, the design hasn't worked.

Consistency Matters

A coherent design system means users learn your interface once and can apply that knowledge everywhere in the application.

Top Digital Trends to Watch in 2026

Alex McCranor — Thu, 15 Jan 2026 00:00:00 GMT

Digital is Moving Fast

As we get further into 2026, things are changing quickly. For businesses looking to keep up, adapting to these shifts isn't optional. It's how you stay relevant.

1. AI-Driven Personalisation

Generic experiences are on the way out. Users expect content, products, and services tailored to their needs, delivered in real time.

2. Immersive Web Experiences

With 5G and improved browser capabilities, 3D elements and micro-interactions are becoming the norm for premium brands.

3. Sustainability in Tech

Green hosting and efficient code are becoming selling points as consumers grow more eco-conscious.

How Websites Benefit Small Businesses

Becky Vincent — Mon, 17 Sep 2018 00:00:00 GMT

Promoting a small business involves navigating numerous marketing channels. While many companies focus exclusively on Facebook marketing, this represents just one approach. The importance of establishing a dedicated website cannot be overstated when building a robust online presence and fostering stronger customer relationships.

Having a Website is Expected

A professional website signals credibility to potential customers who anticipate businesses maintain an online presence. The absence of a website may undermine your company's perceived professionalism and scale. Establishing an online presence with a branded business email address (such as info@businessname.com) significantly influences how people perceive your organisation. Initial impressions typically form through your website, making this platform important for brand perception.

Your Business Never Closes

A website operates continuously, allowing customers to discover your services and communicate at any hour. E-commerce functionality can substantially reduce operational costs while increasing revenue by enabling sales regardless of time, holidays, or location constraints.

Showcase Your Accomplishments and Work

Displaying completed projects and accomplishments helps potential clients understand what to expect from your offerings. Highlighting work you're proud of demonstrates capability and builds confidence in prospective customers.

Brand Visibility

Establishing local and national brand recognition requires strategic visibility efforts. A website combined with Google tools and maps integration makes your business easily discoverable during online searches. Unlike platforms like Facebook with predetermined templates, a website grants complete control over brand presentation and differentiation.

Social Media Proof

While social media remains valuable, these platforms are temporary. Facebook's dominance may eventually fade, with no assurance that followers will transition to successor platforms. A website provides a permanent, platform-independent space for your business presence.

Brink Marketing creates customised web designs tailored to each client's identity and objectives to support business growth. Get in touch on 01507 733700.

GDPR Tips for Your Website

Becky Vincent — Mon, 03 Sep 2018 00:00:00 GMT

Is your website GDPR friendly?

With the deadline having passed, attention to GDPR regulations has waned. This guide covers fundamental requirements most websites must meet to align with data protection legislation, along with practical approaches for achieving compliance if you're currently lacking.

Key areas requiring consideration include:

Cookie and privacy notifications
Privacy documentation
Cookie management policies
SSL certificate implementation
Newsletter subscription protocols
Form data handling

Cookie and Privacy Notifications

Under data protection law, explicit user consent is mandatory before collecting or storing information. A notification popup serves this purpose by alerting users to data collection practices. User acceptance indicates agreement to information gathering procedures.

When collecting and storing user data, accompanying privacy documentation becomes essential. The popup should present both cookie and privacy policies, with acceptance signifying agreement to both documents.

WordPress users can implement popups using available plugins. Cookiebot provides free cookie management for smaller sites. Alternatively, manual implementation requires adding code directly to the site.

Privacy Policy

A dedicated privacy policy page is fundamental. This documentation must detail what data is collected and when. It should identify third-party involvement and relevant processes. Contact information for the Data Protection Officer (DPO), the person handling user data requests and deletion, is required.

Professional writers can create these documents, or templates are available online. Professional review of any template is advisable to ensure accuracy. WordPress provides built-in privacy policy templates and guidance in the tools section.

Cookie Policy

A dedicated page explaining cookie functions should be available. This policy must describe what data cookies capture and their intended uses. Third parties receiving access to this information require disclosure.

Templates exist online, though professional review remains recommended for all documentation.

SSL Certificate

Secure Socket Layer certification creates an encryption layer on hosting infrastructure, displaying a green padlock icon and "secure" label next to the URL. Without this certificate, browsers display "not secure" warnings.

Certificates are available for purchase. Alternatively, professional website hosting plans often include SSL certification at no additional cost.

Newsletters

Companies wishing to maximise newsletter reach must obtain explicit user permission for distribution. Email addresses alone don't authorise contact. Data protection requirements mandate expressed consent, typically through an unchecked checkbox on forms. Users must actively opt-in since default selections cannot assume agreement.

Services like Mailchimp facilitate compliance through features including double opt-in functionality.

Contact Forms

Forms collecting information require specific security measures:

SSL certificate implementation
Encrypted SQL database storage (or alternative secure locations if unencrypted)
Secure destruction of printed emails through shredding
Unchecked consent checkboxes by default
Email provider compliance with data protection standards

Email providers must adhere to relevant regulations, as email represents a frequent vulnerability point for data mishandling and abuse.

Conclusion

Data protection legislation affects websites in numerous ways. The guidelines presented represent foundational requirements. Compliance applies wherever data collection occurs, including methods not covered here. E-commerce sites exemplify this complexity, collecting substantially more information than contact details or cookies, requiring comprehensive legal consideration.

Disclaimer: This article provides guidance only. Neither Brink Media nor the author accepts responsibility for direct or indirect consequences from the use, application, or reliance on this material.

What is SSL and HTTPS, How to Secure Your Website

Alex McCranor — Thu, 01 Mar 2018 00:00:00 GMT

What is HTTPS and SSL?

HTTP stands for Hypertext Transfer Protocol. It's the format used to send websites from servers to your computer. HTTPS is the same protocol but the S means Secure, data travelling between web server and users is encrypted.

SSL (Secure Sockets Layer) is the technology creating website security. Secure websites display an SSL Certificate, issued by security companies and verified by your browser. This confirms you're on the legitimate site and your activity cannot be intercepted by hackers.

Always enter sensitive information only on secure websites. Any site requesting email addresses, passwords, or credit card details must be secure or you risk data theft.

How to tell if a Website is Secure

Check your browser's address bar. Google Chrome displays "Secure" in green text; Apple Safari shows a padlock icon.

The Brink Media website is secure, examine your address bar to see how secure sites appear.

Chrome Security Indicators

Green secure badge = valid SSL Certificate
Standard URL = no SSL Certificate (not secure; avoid entering data)
Warning symbol = dangerous/unsafe website (avoid downloads and data entry)

What's the advantage of a secure website?

Building client trust: Visitors know their information is protected and safe.

Faster loading: HTTPS enables quicker data transfer between server and browser, improving page speed.

Google rankings: Search engines prioritise secure websites, improving search visibility.

Data protection: Under GDPR and UK privacy regulations, unencrypted data breaches create liability and potential fines.

Cost-effective: Free SSL Certificates from reputable providers work as well as paid options with no practical drawbacks.

How to secure my website?

Contact your website administrator or web design company. Installing SSL Certificates shouldn't cost much and provides substantial benefits.

Brink Marketing includes free SSL Certificates for all web design clients and hosted websites. If you lack web support or need assistance, call us at 01507 733700 for help.