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AI might be a hot topic, but search engines are still the gateway to the internet. One out of three (33%) of internet users rely on them to discover new brands — more than any other channel.
For businesses, search engine visibility is absolutely essential to success. Snag that coveted #1 or #2 spot in the search results and you can get plenty of visitors (and the name recognition to boot). But if your content shows up on page 8, you’ll only get a trickle of traffic at best.
But you’re not helpless in the face of the algorithms. There are two main ways to grow your online presence: organic and paid searches. Here’s what you need to know about their differences, benefits, and potential downsides.
How Organic Search Works
Search engine algorithms scour online content with crawlers. These bots gather data, which the algorithms use to understand what each web page is about — and if it’s actually reliable.
When someone enters a search query — such as “how to replace windshield wipers at home” — the algorithms use a complex ranking system to provide the most relevant results. It weighs all sorts of factors, from authority to how fast the page loads. That’s why a detailed how-to guide from a mechanic will probably appear before a typo-riddled Quora response.
Key SEO Techniques That Influence Organic Rankings
Marketers use search engine optimization (SEO) to influence their content’s unpaid organic rankings. There’s no one-size-fits-all approach to organic SEO, but here are a few common tactics:
- Create high-quality content (duh). Google and other platforms will always prioritize flawless, well-researched content from subject matter experts.
- Use keyword research to find your audience’s search terms, then sprinkle them throughout your content. An Italian restaurant’s blog might use relevant keywords such as “pasta near me” and “authentic chicken parmesan recipe.”
- Add meta descriptions, alt text (“a white plate full of spaghetti and meatballs”), and other on-page elements to help algorithms understand your content.
- Publish free resources and original research to encourage backlinking from other sites.
How Paid Search Works
Paid search lets you buy ads that appear at the top of the search results, before organic listings. Platforms like Google Ads use an auction-based bidding system, which means you compete for target keywords. For example, a car dealership might spend up to $5 to display an ad when someone searches for “Cleveland Kia Sportage.”
Search ads use a pay-per-click model, which means you get charged every time someone clicks your ad.
What Impacts Paid Search Performance
Just because you pay for ads doesn’t mean they’ll automatically appear in every relevant search. Search engines use many factors to decide when and how often to show these ads, including:
- Bidding strategy (aggressive or conservative)
- Quality score, which considers the ad’s relevance and landing page experience
- Keyword relevance
- Ad copy
Paid ads that look like spam won’t appear as often, no matter how much you’re willing to spend.
Comparing Organic Versus Paid Search: What Sets Them Apart
Marketers have been hotly debating paid search versus organic search for decades. Drawing on First Page Sage data, here are a few considerations to help you choose the right approach for your digital marketing strategy.
Organic SearchPaid Search Cost Only pay for the original content creation Average cost ranges from $5,000 to $20,000 per month Average return on investment 748%36%Visibility in search engine results Climbing the ranks takes longer and isn’t guaranteed Ads appear at the very top Conversion rates 2.4% 1.3%
Cost Differences Between Paid and Organic Search
When weighing organic versus paid search, look at your budget first.
Organic content typically has fixed, one-time costs. You might pay a copywriter $500 for a blog post that stays on your site for five years. No matter how much organic traffic it draws in that period, you only pay the initial $500 (plus web hosting, of course).
On the other hand, you’ll need to pay continuously for paid search advertising. Every click is another fee, and you may need to set a high budget to get results — especially for competitive keywords. For example, the Google Ads calculator recommends that real estate businesses in Texas spend between $11.70 and $80 per day.
Time to Results: Speed Versus Sustainability
Growing organic search engine traffic doesn’t happen overnight. Only 11% of marketers see results within one to two months, while 58% say SEO takes three to six months.
Paid search ads can take a few weeks to get traction, but they’re typically much faster. But unlike organic search traffic, all those clicks vanish as soon as you stop paying for ads.
Trust, Click-Through Rates, and Perceived Credibility
Let’s face it: No one’s clamoring to see more ads. A Zappi survey found that 23% of consumers dislike advertising, and around a quarter either rarely (19%) or never (3%) pay attention to it.
Unsurprisingly, 51% of customers trust brands that rank high in organic searches more than paid ads. When it seems like you’ve truly earned your spot — instead of just swiping your credit card — they’re more likely to support you.
Which Strategy Fits Your Business Goals?
Even experienced marketers often feel torn between paid traffic versus organic traffic. It all comes down to these factors:
- Goals
- Budget
- Timeline
For a startup itching to turn a profit, paid ads would be a fast track to new leads. But a company that wants to become a household name (or beat a rival) might prefer organic SEO for slow-but-steady gains.
B2B Versus B2C Considerations
Different industries also favor certain forms of search engine marketing.
B2C companies often use paid ads for high-volume keywords. Someone who’s searching for “best dog leashes,” for instance, is likely ready to buy immediately.
By contrast, B2B sales rely more on trust and long-term relationships. A software company might publish white papers — “10 Tech Trends in the Restaurant Industry” — and other in-depth content to win over customers.
How To Combine Organic and Paid Search for Maximum Impact
Of course, you don’t have to choose between organic traffic versus paid traffic. Blending the two approaches lets you get fast conversions and long-term trust — a win-win.
REI, for instance, uses sponsored ads to target valuable keywords, such as “hiking gear.” Its website also has a blog filled with adventure stories, quizzes (“Can You Identify These Animal Tracks?”), and product recommendations.
This hybrid method helps the company attract both shoppers who are ready to buy their next tent and more casual browsers just looking for a great story.
Common Mistakes To Avoid in Search Strategy
Both types of search engine marketing have learning curves. Set yourself up for success by avoiding these errors:
- Don’t leave your content gathering dust: That dazzling blog post you wrote in 2020 probably isn’t as relevant (or search engine-friendly) today. Set aside time every quarter to update old content and maintain your rankings.
- Don’t assume your technique is working: Tools like Google Analytics and Semrush help you track your actual results instead of you relying on your gut.
- Don’t be afraid to outsource: It’s perfectly normal to hire professionals to design a paid campaign or write a highly technical blog.
Build a Smarter Search Strategy That Works for Your Business
Both organic and paid searches can help you get more eyes on your brand, but each has different strengths. Paid ads are the flashy and fast rabbits that only run as long as you feed them, while organic content is the reliable (and more affordable) tortoise.
For the best results, invest in professional SEO services. At Compose.ly, we’re deeply familiar with Google's ever-changing algorithms and we offer expert content writing and SEO solutions. Learn more about how we can help you get the attention your brand deserves.
