Search Engine Basics
Before determining the content strategy best suited to your site's needs, it is important to understand how search engines operate. As evidenced by the differing results offered by individual search engines, each has unique technology that impacts its methods of gathering pages relevant to the search term input by the user. However, there are three tasks that are universal:
*Examine internet pages and their relation to the keywords entered into the tool provided by the search engine.
*Compile an index of the keywords located, along with the links to the pages on which they were found.
*Allow users to access the index to look for specific words.
Marketing with Organic Advertising
Those considering organic vs. paid should begin by examining the pros and cons of each method to determine which will best suit individual needs. An organic search pulls results from indexed pages by analyzing keywords and how they relate to the indexed pages.
Benefits of Organic Advertising
*Cost - The primary reason that many choose organic vs. paid marketing is that there is no cost for marketing through organic methods. The content of the webpage provides the keywords, which are then reviewed by the search engine for relevancy.
*Trust - Because the results from an organic search are based on actual page content, online users are more likely to click-through. They trust these results more than paid results, and look to them first for the information they need.
*Branding - When online searches using organic methods do not turn up a given business or corporation, many consumers question whether the company is still relevant. Appearance in organic vs. paid results shows industry leadership.
Drawbacks of Organic Searches
*Time - In order to ensure that a page appears in organic results, time has to be devoted to the development of quality, relevant content that includes applicable key words. This takes longer and requires greater skill than paid marketing.
*Skill - Successful organic search marketing relies on Search Engine Optimization (SEO) skills, which include creation of web content, articles, pages, posts, etc. that are focused on keyword performance.
*Delay - Websites do not begin to appear in search results immediately with organic search methods. There is a delay between posting and search engine indexing, which means it takes time for rankings to rise.
Marketing with Paid Advertising
Paid marketing is similar to traditional advertising, in that you pay a fee to the search engine to have your site included in top results. Some examples of this include Cost Per Click (CPC) and Pay Per Click (PPC).
Benefits of Paid Advertising
*Guarantee - Unlike organic search marketing, paid searches come with a guarantee. Rankings are determined by price paid, so your site will appear in top results - as long as you offer to pay more than others.
*Location - You can rely on your site to be ranked higher in the local area, as ads for neighboring businesses are given priority in paid searches related to any sort of geography. Organic vs. paid searches do not make this distinction.
*Analysis - Because there is real-time keyword analysis offered in paid searches, it is easy to make rapid changes based on performance with the tools available for PPC management.
Drawbacks of Paid Advertising
*Trust - Consumers are less likely to click on paid search results, because they often find that organic searches offer more relevant results.
*Choice - Because of the cost, there are fewer results displayed for online users with paid searches. Most prefer to have more choice, making this a disadvantage.
*Cost - The most commonly cited downside when considering organic vs. paid marketing is the cost associated with paid searches. The amount paid can vary, depending on search term and search engine.
Organic vs. Paid - Which is Right for You?
When considering organic vs. paid, take into account the needs of your business. Both options can result in attracting new online users. Think about how the costs fit into your marketing budget for paid searches, and whether you have the SEO skills required for organic searches.
Professional Results
From a perspective of saving time and money, most find that hiring an SEO Marketing Expert is most effective. These professionals offer keyword optimization tailored to organic searches, generally at a lower overall cost than required for paid searches.
Learn more about the services available from a quality Content Marketing Geek today!
Kiesha Joseph
Content Marketing Geek
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