When considering search marketing options, it’s best to understand the difference between paid and organic search results to select the best one for your business. In many cases, business owners may need to find a balance between the two.
When conducting a Google search, the results you see at the top or on the right-hand side of the page are the paid search results. They will say “Ad” in yellow next to these entries to clarify which results are paid or “sponsored.”
Below the paid results are the organic search results showing websites with quality SEO content matching the search query. Regardless of your organic content, paid results will always be displayed at the top and to the right.
Let’s discuss the pros and cons of each type of web marketing.
PPC is used to target high commercial intent, branded, and local keywords geared towards consumers looking for goods and services. These campaigns allow you to target a very specific audience or location for each ad you create.
Once your paid campaign begins you should see an increase in new traffic that would typically fall outside your organic search reach.
Drawbacks of Paid Search
Paid search campaigns can be difficult and expensive for business owners attempting to begin their own campaign. PPC requires knowledge of AdWords and techniques for maximizing budgets.
Unlike organic search results, when you stop paying for your ads to appear, your paid searches will disappear.
Organic SEO is best utilized for search queries asking questions or including informational keywords. This allows you to provide rich, informational content for those needing an answer or looking for a business in service industries such as: health care, nutrition, fitness, beauty, and more.
It is important to keep in mind that consumers who can distinguish paid ads from the organic results will place more trust in organic and may choose them instead, believing these results hold more credibility.
Once your content begins ranking on the first page of Google, it is fairly easy to hold your position.
Drawbacks of Organic Search
A notable drawback to organic search is unpredictability in how your results may appear. Constant Google algorithm updates and increased privacy options for web browsers make it difficult to determine how to boost your rankings to first page exposure. It may take months or more to appear on the first page of results using organic SEO. Also with your competitors continually optimizing their sites, it means you really need to stay on the ball when optimizing yours.
Due to stricter guidelines for optimization it is becoming more time consuming to optimize for organic search. To rank well it may take an entire team of specialists to optimize content and market your business effectively.
For many businesses, the best route for success is a balance of paid and organic search strategies to maximize exposure. Paid results will bring in those looking for very specific goods and services while having a solid organic ranking will provide your business with credibility and build trust in skeptical consumers.
Learn more about PPC and organic SEO for your business. Call 1-800-IMATRIX to speak to an Internet Consultant today.