A search engine gives you two types of website traffic when it returns its search results, and these include paid and organic website traffic. Paid results are advertisements where the website owners pay to have their web pages displayed for certain keywords. These listings come on when someone runs a search query with those keywords. On the other hand, organic search results can be described as web page listings that most closely match the user’s query search based on relevance. Also referred to as “natural” search results, SEO (Search Engine Optimization) is all about ranking high in the organic results.
Short vs. Long Term
Consider your goals first before deciding whether to use SEO, PPC (Pay per Click) or a mixture of the two for a search marketing campaign. PPC is generally your best bet if you have short-term goals such as increasing traffic immediately. However, when your budget stops, so do its benefits. Since SEO relies on your Meta data, linking structure and website’s content, an in-depth strategy, which delivers real results, takes more time when compared to setting up a PPC campaign. Nevertheless, SEO-generated results may be useful to you and your company in the long run.
Quality vs. Quantity
Both SEO campaigns and PPC campaigns drive different forms of traffic to your site. Which way you use depends on what your traffic objectives are. PPC is the way to go if you are interested in testing, product sales and/or short-term conversions. A recent research shows that 50% of visitors who arrive at a retailer’s site from paid ads are more likely to purchase a product than people who come from an organic link. However, a solid SEO strategy is your go-to strategy if you are more interested in establishing a lot of traffic over time and building trust with your guests. Tackling search engine optimization on your own can be a daunting task. I recommend looking for seo services that can take care of the hard work for you.
The very best marketing organizations know that comparisons between paid and organic website traffic are not black and white. Because each is valuable, emphasize on the one that matches the circumstances of your campaign and the goals of your marketing team.