Finding it difficult to understand how to grow your business’ online presence? With all of the options available today in digital marketing, it is crucial to understand the various digital marketing services before you make any decisions.
Here we take a look at the differences between paid search and organic search and how you can make them work for you.
Paid search marketing goes by many different names in the marketing industry. Names such as search engine marketing (SEM), pay-per-click (PPC), and sponsored listings are all different ways to describe the process that is paid search marketing.
Effectively, paid search marketing allows your business to advertise within the top search engine results of a search engine (such as Google or Bing) that are marked as ‘ad’. Paid search can also happen on a partner site. There are a variety of options to create ads, including pay-per-click ads within Google Ads or Facebook Ads.
In order for your ad to appear first in search engine results, there are certain criteria that need to be met to increase your ad rank.
These factors include:
- The quality of your ad
- Ad extensions used
- Context of the user’s search, i.e. relevance
- The landing page experience
So why use paid search? Well, paid searches are often used because they:
- Produce quick results
- They are measurable, i.e. using Google Analytics
- They can be targeted to specific people and locations
Organic search refers to those searches which are unpaid. In other words, the user did not have to click on a paid ad to locate the product or website. Organic search is related to the relevance of the user’s search terms and your domain authority which indicates the position of your website in the organic listings of the search engine results.
In order to boost your organic search ranking, you would need to improve the effectiveness of your website’s search engine optimisation (SEO).
There are many factors that may help boost your overall SEO ranking, such as:
- Optimising your website for speed, mobile, ease of use etc.
- Optimising your website on the backend, i.e. optimising your copy, images, URL’s, title and descriptions.
- Creating more authoritative backlinks from high domain authority websites.
These digital marketing services have their own benefits but often work best when used together to target both organic and paid traffic.