Updated: May 31
Every second, thousands of people around the world search on Google for product information, services and solutions. This creates a great opportunity for business owners to make their brand visible to engaged audiences who are already looking to make a purchase. Brands can get in front of relevant audiences in two ways, through paid and organic search. Both are highly relevant to any brand’s inbound marketing strategy. Tech Garage experts bring you information on each type.
Role of Search Engines
Do you know that almost 93% of internet traffic is managed by search engines? This figure shows the critical role of search engines on routing users to the right websites. These days, it is getting very critical to get your content in universal search result types, like knowledge panels, instant answers and featured snippets. Better search engines attempt to automatically match up all the searches to the best results on the internet for the search expressions. While there are chances of error and no search engine algorithm is perfect in its assessment of the relative strength of competing pages and websites, most search engines produce a well ordered list most of the time.
Search Engines really matter because they increasingly determine the information about brands, products, and services that customers access online. To search on Google, Yahoo, and MSN is now as much of a marketing necessity as having a strong presence in print and broadcast media. The importance of Search Engines to businesses can only increase because consumers and organizations are coming to rely more heavily on them to find the goods, services, and suppliers they need.
The Types of Search Results
Often, the first few results you see on search engine bars are ads (paid search) that the search engine felt were relevant to your query while the middle results come from all around the web (organic search). Paid search is a type of contextual advertising where business owners pay to have their website search results shown at the top of search engine result pages. The advertising fee is based on ad views or click-throughs. Paid search is also known as sponsored search.
Whenever you type a question into Google search bar or any other search engine site, the list of links that will appear below the ads is called organic search. These are unpaid search results based on relevance to the user’s search query, the website’s domain authority and other organic ranking factors. The visitors that land on your website as a result of unpaid search results are classified as organic search traffic and are widely considered as the most valuable traffic source there is.
On some search engines, it’s easy for users to determine which search results are natural and which are paid, whereas others make it difficult for users to discover the difference.
What’s More Effective
New research shows that the Click-Through-Rate (CTR) on organic listings is decreasing since the advent of new universal result types. Whereas standard blue link organic listing value on page one is decreasing day by day, we should not abandon organic search strategies. Generally, organic search is more cost-effective in the long run as compared to paid search. However, paid search can also be effective if you correctly tweak your campaigns and optimize your landing pages. The return on investment that you will get from your paid ads depends on its effectiveness, testing and retargeting. If you do not have all of these elements in your paid search marketing strategy then you will probably not see a good ROI.
Inbound marketers avoid paid search because they view paid search as more of an outbound method for marketing. But it’s becoming far more common for the two to work together with Social Media Advertisements and tools like Hotspot Ads. Furthermore, most people don’t want to wait for six months to start seeing movement in their search rankings. That is how long it takes to get your organic rankings up through search engine optimization. Paid search not only helps you get visitors to your website today but also speeds up the process of optimizing your landing pages for higher conversions which pay off exponentially in the long run.