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How do paid search (PPC) & organic search (SEO) marketing methods differ in 2022?

Introduction

Companies use organic and paid searches to get their target audience to see their content. Generating organic search traffic involves optimizing your website in order to improve organic search rankings, which is free but laborious. Paid search traffic comes from creating featured ads at the top of search results to bring people to a site, which is fast and easy, but it costs.

In this article, we explain the definitions of organic and paid search, their benefits and the differences between the two types of searches.

What are they?

Paid search

A paid search is when a user types a keyword into a search engine and finds paid ads and paid webpage results at the top of the page. The paid results are not the results of a search engine algorithm, but appear above the organic results when a user types specific keywords. Companies use paid search to rise above organic result rankings, appear on the first page of a search and get results as fast as possible.

Companies and marketers invest money into paid search and search engine marketing (SEM) to boost their website ranking. They can bid on ad placement opportunities for visibility, although lending page quality, copy rules and quality scores must remain relevant to users. Large companies, small businesses and individuals with e-commerce websites can all benefit from paid search and SEM, but it’s critical to understand the process to get a positive return on investment (ROI).

Users can tell whether a website search result is organic or paid. The paid results always show up first at the top of the search results page and have a visual clue that distinguishes them as paid results, such as a small outlined “ad” label near the URL. It’s less common to see informational websites use paid search, since they aren’t selling a product or service to cover the cost of the paid ads.

Organic search

An organic search is when a user types a keyword into a search engine and finds natural results below the paid results at the top of the page. The website results below the paid results are natural in that the search engine algorithm found the pages and choose them for containing the most relevant information to your search.

The algorithm also chooses these websites because rank them highly based on your keyword search and things like meta description, proper title tags, keywords, URL and content.

Companies use search engine optimization (SEO) to rank as high as possible in organic search results. A high ranking means that the company’s website is desirable to search engine algorithms and is likely to show up on the first page of a search. Some companies invest an enormous amount of money into specialized SEO agencies to optimize their organic search ranking. Organic searches and SEO are a long-term process, and it can take six months or longer to start seeing results.

Benefits of paid search

Instant results

Paid search provides companies with a fast turnaround time for almost instant results. As soon as your company’s paid ads go live through a paid channel, they start appearing at the top of searches. For many advertising platforms, it only takes a matter of minutes to get ads and campaigns approved and live, although some platforms need 24-72 hours. Results often happen immediately with views, clicks, purchases or quote requests which generate revenue quickly.

Keyword data

Advertising online provides helpful information about users, like their location, age or keyword preference. This information can help with creating a strong marketing approach, and the keyword data can contribute to a company’s SEO strategy. Keyword data can help with creating new content that targets user’s keyword preferences and can increase rankings organically for high-value keywords.

Ready-to-buy users

Paid search typically focuses on users who intend to make a transaction, like buying a product or finding a service provider. Since the users are ready to make a purchase, they just need to find a credible company that has what they need.

Paid search targets those users, generating immediate revenue and results. There are often higher ad costs with transactional companies because of this. Companies just have to monitor their ad costs and bids to make sure they’re getting a positive ROI.

Benefits of organic search

Low cost

Advertising online provides helpful information about users, like their location, age or keyword preference. This information can help with creating a strong marketing approach, and the keyword data can contribute to a company’s SEO strategy. Keyword data can help with creating new content that targets user’s keyword preferences and can increase rankings organically for high-value keywords.

Impressive ROI

A positive return on investment is critical whether it’s organic search, social media, paid search or any other marketing effort. With organic search, the ROI is usually quite impressive, which is why most marketers think SEO is a successful strategy. Although it’s difficult to assign an exact number to the average ROI, you can easily browse case studies and strategy impacts on the internet.

Compounded benefits

The benefits of organic search compound over time because they continue to generate leads, traffic, rankings and revenue. A long-term SEO strategy with quality content maximizes the benefits and attracts industry attention, links to your website and more. All without paying for these benefits unlike paid search, so your company continues to enjoy benefits long term for free.

Improved credibility

There is an increase in credibility from the user’s perspective when your company’s website appears at the top of organic search results, since some users view paid results as less credible. This is especially true when a user sees your website in multiple different organic searches and showing up in multiple searches can help boost awareness for your brand.

Conclusion

Every business can benefit from incorporating both paid search and organic search within their marketing strategy. To figure out which your business should give the most focus to all depends on your current business development plan.

If you are a business owner and find yourself struggling to figure out which of these two your business will benefit more from and how much emphasis you should be putting on either, we can  help.

Chapman Consulting employ marketing specialists that have expertise in both organic & paid search utilisation, in tandem with the expertise we have in business development we can help you develop an seo strategy tailored to fit your business that will help make your investment stretch as far as possible.

To see how Chapman Consulting can assist in your business’ seo, please contact us using the link below.

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