When you first start out building a web presence for your business, you’re going to face many challenges. One of the first is to determine which to choose between organic vs paid search.
Your digital marketing strategy is a critical part of building your brand’s authority and visibility. But in order to make the right choices for your digital marketing strategy, you need to first understand your options.
In this case, we’re going to explore the differences between organic advertising using organic search engine optimization and paid SEO.
What is Paid SEO?
If you’re thinking about using paid search to help grow your brand, then expect to do a lot of research. Paid SEO works best when you have a list of keywords that are befitting to your audience and not too competitive to rank for.
This is because you have to pay for every click on your paid ads, hence the term pay-per-click (PPC). Now, the great thing about PPC ad campaigns is that you can choose how much you want to spend daily.
Google Adwords allows you to set up campaigns that run up until you reach your set budget. Then the following day (or the days of the week you specify), the ads will reappear.
You’re also able to choose the demographic, region, and times of day you want your ads to display. This allows you to better target the customers you want to reach.
But do keep in mind that if you want to get a high ROI, then you need to use keyword tools and Google analytics to analyze which ones are high-performing. There are plenty of articles and books you can read on how to choose the best keywords for your budget and target audience.
Also, keep in mind that there are other search engines and platforms you can use for paid SEO, such as Facebook, Bing, Twitter, and Yahoo.
What is Organic Search?
Some refer to organic search as the free way to earn traffic. Of course, this is only true if you’re developing, creating, and promoting all the content on your own.
Chances are, you’re not going to have time to do it all yourself, which means you need to hire a content marketer and writer. But the good news is that once the content is crafted and published, you don’t have to continue paying for it.
If optimized properly, it’ll show up in the search engine results pages (SERPs) for many years to come. One thing similar between organic and paid search is that they both rely on keywords.
It’s a good idea to target the same or similar keywords you use in your PPC campaigns. And it’s also important that you follow closely with SEO best guidelines, which are always changing (and not always clear-cut).
The forms of content used for organic search include business listings, blog posts, articles, guest posts, web content, and video content.
Now, you can either place the content on your own website and blog or 3rd party sites. For example, you can upload the content to YouTube, social media networks, and blogs.
It’s best to learn how to optimize your titles, content, and meta data to ensure it shows up in the SERPs of your intended audience.
Organic vs Paid Search – Which Should You Choose?
Now that you have a better understanding of the differences between organic and paid SEO, it’s time to determine which is best for your digital marketing campaign.
You’ll find most experts saying that you should use a combination of both. In doing so, you can really supercharge your SEO strategy.
For instance, if you’re a new business looking to grow traffic to your website, you can use PPC ads to get near-instant traffic. But this doesn’t mean you shouldn’t use content marketing right away.
It can take months to see results from an organic search, which means the sooner you start the better. Meanwhile, you can begin driving traffic immediately. You can use social media to help promote your content and get traffic sooner.
And, you can use PPC ads to drive traffic to your landing pages. Never take visitors to your home page. Your PPC campaigns should attract customers looking for something specific.
The landing page should allow them to learn more, sign up for your newsletter, and make a purchase. It’s a good idea to include links to other areas of your website in case certain visitors want to do a little more exploring.
There are many different ways you can use paid and organic search to streamline your SEO efforts. Just make sure to have clear goals set so your campaigns are aligned and generate the best results.
Hiring an Expert vs Doing it Yourself
Last but not least, you have to decide whether you’re going to take this serious and hire an expert or attempt to do it yourself. If you’re a business owner and can’t afford a full-time in-house marketing team, there are other options for you.
For instance, you can outsource your digital marketing to a company that offers these specific services. This is a good idea because it ensures only your digital marketing needs are being addressed. When you hire an in-house team, they can get sidetracked by other tasks that can hinder the success of your campaigns.
Also, it’s important to note that the process of developing, implementing, and testing strategies can be time-consuming. If you don’t have the time to commit to learning and completing these projects, then you’re better off hiring an expert.
Finding a Reliable Digital Marketer
You can find a lot of digital marketing agencies on the web, but not all of them commit to tailoring a strategy specifically to your company’s needs.
That’s what you’ll find at Samson. We have a team of professionals that can help with your PPC campaigns, content marketing, and organic search. And we have a track record of success.
Rather than wondering about organic vs paid search, it’s time to find an expert that can implement the two seamlessly.
Contact us today to learn how we can help build online visibility for your brand.