You might be getting it all wrong when you think that only paid search can help you rank higher in search engine results. However, if you believe the words of the experts, then it’s actually the organic traffic that can bring you more leads than paid search.

Organic Search

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What is Organic Search?

When a user enters some keywords in the search query, then the listings of web pages returned, based on the relevancy of the query, is called organic search results. These are naturally generated search query results that generally get higher ranking in the Search Engine Result Page (SERPs). Generally the first four organic results are the most valued ones and rankings depend upon a number of factors such as relevancy of the terms, keywords, Meta tags and Meta description, titles, coding, backlinking and other elements of SEO.

Pros

• A content that has gain popularity will remain in the top ranks for a longer duration.
• If your content constantly ranks higher, it gives you an authority status and more people tend to trust your brand image.
• Easy to maintain rankings.
• It helps in increasing the conversion rate as organic searches are known to give high click through rates.
• Has better credibility.
• Gets more ‘click through rates’ than paid search.

Cons

• Very time consuming if you are a novice. Often requires at least 6 months of constant hard work to see some improvement in results.
• Requires a professional approach.
• Keyword research and other SEO tactics should highly be accurate to achieve the desired results.

Paid Search

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What is Paid Search?

When you see an ad on a webpage, it is a sponsored ad and is better known as Pay per Click (PPC) Advertising or Search Engine Marketing (SEM). Since, they are paid by the advertisers; they get the benefit of ranking higher on the SERP. Paid Google SERPs always appear in the top four ad results based on the relevancy of the entered search query. They can also be placed on the right hand side of a Search Engine or other platforms. Better rankings need more investments on these ads.

Pros

• Offers more immediate ROI than Organic Search approach.
• Can drive a high volume of relevant traffic to your website/ business.
• Focuses on specific target audiences.
• You can customize demographic and geographic targets according to your local business needs.
• Gives you unexpectedly great results as soon as you pay and place ads.
• You can also set your targets, according to age, education, industry type, interest, income and other aspects of your audiences.
• Requires lesser technical work than organic search.

Cons

• Requires you to spend more as overhead costs.
• More competitive the keyword is, the greater is the cost.
• Effects disappear as soon as you stop paying for the ads.
• Customers have lower trust on such displayed ads.

Looking at all the advantages and disadvantages of Paid Search and Organic Search, modern SEO techniques recommend opting for an integrated approach. It is obvious that some users would prefer a direct access to the site through search engines while others would be tempted to click on paid ads. While making this combination, take into account factors such as target audiences, business goals and budget constraints.