The Ins and Outs of Organic vs Paid Search

August 9, 2023
Businesses are always striving to reach their target audience effectively and drive traffic to their websites. In order to achieve these goals, marketers often employ organic and paid search as two of their primary strategies. While each approach has its unique strengths, the debate over which one is better often leaves marketers wondering which path to choose. Let’s break down the benefits of both organic search and paid search, as well as how a combination of both can be a winning strategy.
The power of organic searchOrganic search refers to the process of optimizing your website and content to rank higher in search engine results pages (SERPs) naturally. High organic traffic is achieved through offering valuable content like blogs and how-to's that will attract potential customers. This is a longer process that is meant to gain trust and brand awareness over time while positioning you as an industry leader. Here are some of the key benefits of sustainable organic search:
The advantages of paid search
Paid search, also known as pay-per-click (PPC) advertising, involves bidding on keywords to display your ads prominently in search engine results. The more reputable your site is (usually measured through organic traffic), the less you’ll need to bid on desired keywords and searches. Here's why paid search can be a compelling option:
Harnessing the power of both
Instead of viewing organic search and paid search as competing strategies, savvy marketers understand that they can complement each other effectively. Combining the power of both gives you a comprehensive online presence, ensuring that your business appears in multiple positions on SERPs, increasing your visibility and brand authority. While organic search is ideal for capturing high-intent users actively seeking specific information, paid search can target users who may not be aware of your brand but could benefit from what you offer.
This combined strategy also allows for amplified keyword research, gaining insights from organic keyword data to inform your paid search campaigns and vice versa, maximizing the potential of your keyword research. In addition, integrating both paid and organic effectively enhances SEO efforts. Paid search can drive traffic to specific landing pages, which, in turn, can boost the organic search rankings of those pages due to increased user engagement and dwell time.
Conclusion
In reality, the debate between organic search and paid search is better framed as a partnership. Both strategies have unique strengths that, when combined, can propel your marketing efforts to new heights. To optimize your marketing strategy, evaluate your specific goals and budget, and leverage the strengths of both organic and paid search to drive targeted traffic and improve your online presence.
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