If you’re trying to get your website to rank well on Google, you have two options. The first is to optimize your website and its content organically for search engines so it consistently appears further up the search results page. The second is to pay for the privilege of appearing first in search results using pay-per-click and other ads. So, organic search v. paid search: which one’s the best option for you?
What Is Organic Search?
Organic search are search engine results that are the consequence of a website’s content relevance and optimization rather than paid advertising. At Origin Smart Marketing, we describe organic search as owning your search results. Laying a strong foundation for organic search results takes effort and investment. But those efforts pay off in the long run with more consistent rankings.
Ranking well in organic search results does not require you to pay Google. But it does take time and effort. Search engine optimization (SEO) is the primary way companies get their websites to rank well in organic search. This includes making changes to the back end of your website to optimize it for search as well as consistent, relevant updates to the site’s content. The good news is that when you invest in SEO, the gains in traffic to your website are long-lasting. Laying a strong foundation allows your website to perform well over time.
What Is Paid Search?
Paid search is advertising. It occurs when a company pays Google or another search engine to put its website at the top of search results. At Origin, we describe paid search as renting your results. You put up the cash, and you gain access to a great spot in Google’s results. However, when you stop making those payments, you’re evicted from the top rankings.
Well-designed paid search campaigns are built around highly optimized keywords that target a specific audience. This increases traffic over the life of the ad and can produce immediate results, something organic search can’t match. Paid search generates a lot of clicks for your website, but as soon as you stop paying for the privilege, the tap turns off and traffic plummets.
Organic Search v. Paid Search: Which One’s Best for You?
So, which is better: organic search or paid search? The truth is, they are both helpful digital marketing tools that are good returns on investment. Organic search earns you consistent results over a long period of time and increases the value of your website in the eyes of the search engines. Paid search is perfect for short-term campaigns that need to produce immediate results, such as a holiday promotion or other offer.
When you work with the Solutionistas at Origin Smart Marketing, we’ll explain the benefits and drawbacks of organic search and paid search to you. When we create your website, we want to make sure it is a good investment. We will ask you what your goals are. Part of that is making sure it is optimized for organic search. Paid search can also support those goals. So, which option is best for you? It depends! Ready to learn more about how organic search and paid search can help you grow your business? Get in touch with your Solutionistas today to request your website SEO audit.