organic search vs paid search

Organic Search vs Paid Search: A Guide on How the Two Compare

If your goal is to improve your website traffic, you need to understand the difference between organic search vs paid search. When you know where your traffic is coming from and how that factors into your plans, you’ll find it is much easier to get the results you want out of your traffic growth strategies.

When you understand the difference that implementing a proper SEO plan makes in both your organic and paid search campaigns, the picture will start coming together. Continue reading this article to learn more about what you should know about the traffic that comes from both of these sources.

What Is Organic Search?

Organic search is traffic that comes through the search engines for free. Organic search results come up in the search engines according to relevancy. The search engine in question determines which search result is the most relevant.

What Is Paid Search?

Paid search is ads that come up in the search engines. Your ad can show up higher or lower depending on the amount you’re willing to bid to show up higher in the results.

While being relevant is still a major part of how much you’re going to pay, even an irrelevant can show above your result if they are willing to pay enough for it.

Which Type of Traffic Is Best?

Now that you understand what paid search is and what organic search is, it likely makes more sense. You may even see one strategy or the other that makes more sense to you.

When it comes down to which type of traffic is best for you, it depends on your goals and how you like to operate. If you want to have a long-term strategy that can scale easily then organic search might be best for you. If you want a strategy that will work for the short-term but you don’t mind managing it then paid search may be the option you choose.

While there are many opinions on whether SEO (search engine optimization) or PPC (pay per click) is better, some might argue that you should use them both to get the best results.

How to Show Up at the Top of the Search Engines

Since we’ve seen the power of organic search, we can help our clients scale their way to the top of the search engines. When you’ve seen as many search engine updates as we’ve seen, you know a thing or two about how to get to and stay at the top of the rankings.

Here are some key things you should remember when you’re trying to rank in the search engines.

1. Optimize Your Content

It’s not enough to create great content. You need to make sure you optimize your content for desired keywords or it isn’t going to show up as desired.

If you want to rank for terms related to marketing and advertising or another niche, choose the main keyword and some supporting keywords. Make sure to optimize your content by putting the keyword in the meta title, description, content headers and throughout the post.

When you optimize your post properly, search engines understand what your website is about and can rank it appropriately.

2. Build Quality Backlinks

Having reputable sites linking back to your website is a must when you want to show the search engines that you’re a good site to rank in the SERPs. Make sure you don’t build links in a spammy way or that can hurt your rankings over time.

3. Stay In for the Long-Term

Search engine optimization can take some time. You need to have patience as you’re building your rankings. Many people do not have patience and give up on their sites which is why you may notice your site climbs in the search rankings after you’ve been working on your site for a while.

How to Get the Lowest Pay Per Click Cost

If you do decide you want to engage in paid search, there are some best practices you should follow. Paid search can help you generate some traffic while you’re working on your search engine optimization and organic traffic.

1. Make Sure Your Content is Relevant

When you bid on keywords, make sure the content you’re trying to get traffic to is as relevant as possible. The more relevant your content is, the less you have to pay to get your ad to show up in the search engines.

2. Tightly Group Keywords

When you create ad groups, make sure you tightly group the keywords. Tightly grouping the keywords makes it a lot easier for you to keep your ads relevant when you start bidding.

3. Use Negative Keywords

Adding negative keywords lower CPC by keeping your ads from showing up under irrelevant search terms. When your ad shows up for irrelevant search terms it lowers your click-through rate which raises the amount you pay each time your ad shows up.

You should add terms like “free” to your negative keyword list unless you have a free offer for the people you’re targeting.

More Than Just Organic Search Vs Paid Search

Now you know more about organic search vs paid search but there’s more to learn. We have many more resources available on our site if you want to read through our blog.

When you’re ready to take your marketing to the next level, the best course of action is to look through our managed SEO page or look at our other services. We can help you put a plan in place to dominate the search engines.