Paid Traffic and Organic Search are Better Together

Organic search traffic comes from people finding business links among search engine results. SEO optimization influences organic search results. Paid search traffic is attributed from visitors clicking on a link in an advertisement or sponsored listing that a business has paid for in order to appear at the top of search results.

The methods for acquiring traffic from these two sources are known as search engine optimization (SEO) and search engine marketing (SEM) respectively. If you’d like to learn more about these individual methods, here are a few resources that you can read through.

SEO

SEO: A comprehensive guide for beginners by Kissmetrics (short version)
The beginner’s guide to SEO by Moz (long version)
The advanced guide to SEO by Quick Sprout

SEM

A beginner’s guide to paid search by Search Engine Watch
How to create a profitable Google AdWords campaign by Kissmetrics

Now let’s take a look at the key differences between organic search and paid search.

Organic Search: Organic Search results are the unpaid sections in the search engine results page that are determined based on the content’s relevance to the keyword query rather than because of Search Engine Marketing. A website can take advantage of organic search by presenting the website to Google to be filed and afterward making website pages that depend on specific keywords that the site is focusing on. A website’s organic rank does not cost any amount every month. The main expense is the time and exertion to get to that ranking.

Paid Search: Paid searches are advertisements. Search engines will show ads close by organic search results. This is the primary way search engines make a profit. Advertisements are almost consistently shown at the very top of a search result, or in a left/right sidebar. Paid search works on a pay-per-click model. Paid search is a kind of contextual advertising where site owners pay a charge to have their site shown in top search engine results page placement.

Organic Search vs Paid Search

Organic Search	Paid Search
Organic Search results appear in the middle of the page.	Paid Search results appear at the top of web page.
Organic Search gets less clicks.	Paid search gets more clicks.
Organic Search is a long process to get rank in one of the top positions.	By paying big amount, site can be ranked on top quickly.
Traffic is better than other forms.	Traffic is not better than other forms.
Conversion is not as good as Paid search traffic.	Highly optimized keywords generate more conversions.
It is long lasting.	Traffic will stop if paying per click is stopped.

Interesting Facts:

Organic Search is 5.66 times better than Paid Search.
1 out of 10 blog posts are intensifying, which means their organic search traffic increases with time.
Maximum search questions are 4 words or longer.
Paid Click-Through Rate has seen a minute increase in performance from 2015 (3.38%) to 2018 (3.82%). (Source- JumpShot Clickstream Data)

Organic VS Paid Traffic: Which Is Better?

For starters, organic traffic is the number of visitors on your website as the outcome of unpaid and natural search results. Whenever someone uses search engines like Google and Bing, the links that show up on the results page come from organic traffic. In the long run, organic traffic works best for websites that wish to increase web visibility and online presence.

On the other hand, paid traffic refers to ads that appear on a search engine results page. Your website will appear on top of the search results page, but you have to pay each time a user clicks on your link.

In summary, organic traffic is better for long-term SEO, while paid traffic is ideal for gaining instant web visibility. You can increase both organic and paid traffic to get the best possible results. To do so, conduct organic SEO strategies while using paid ads to optimise your website in the long run and quickly gain leads at the same time.

Paid and Organic Search are Better Together

The total traffic driven by the combination of paid and organic is generally higher than organic traffic alone. Additionally, paid search offers an opportunity to add deep links to specific initiatives and critical pages to the brand’s search results page. Paid search allows brands to defend against competitors targeting your brand. In contrast, skipping out on branded paid search enables competitors to take positions above your organic brand results at a lower cost.

In general, search ads increase awareness and correlate with higher brand recall and consideration. Paid search ads use more conversion-focused language with CTAs than organic results, thereby providing more relevant information for consumers to convert on the ad or later through organic search.

“The combination of paid and organic search results can even significantly increase the impulse to purchase.” – View, Click Impact, Google

The effect of paid search on organic traffic may, in many cases, be more positive than marketers may previously thought. The increased brand exposure from paid search ads indirectly leads to higher organic search rankings. In turn, this leads to greater brand awareness, recall, and consideration. All in all, the combination of paid and organic search greatly improves the likelihood of purchases.

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