Both organic and paid marketing activities can benefit your business, but your strategies should change as your needs evolve. Mixed tactics can benefit any business, and the key elements of both are crucial to successful marketing.
For example, there are many organic search engine optimization strategies that are really just common practices. These are crucial to success, no matter how you drive traffic to your site. To help you better differentiate practices and identify the best ones for your business, this article provides a basic definition of organic SEO, PPC campaigns, and discusses their potential economic impact.
Search engine optimization for organic traffic
Just as the word means “natural” in the food industry, organic digital marketing uses free strategies to optimize a website and make it better without paying for its place.
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Google is the world’s number one search engine, so all modern SEO is trying to improve a company’s current algorithm for a website. The algorithm is never fully known to the public, but it is a general set of practices that Google strongly encourages.
Next to it optimizing your site according to the latest SEO best practices, you’re more likely to reach the first page or earn one of those coveted highlighted snippets. A free SEO audit will help you identify which areas of your website are currently out of date in the SERPs (search engine results pages) or even working against your rank.
The most obvious advantage of an organic strategy is that it is free. If you have a small marketing budget, are a small business, or are just starting to build a brand, these practices are for you. It is also generally cheaper, resulting in higher profits per lead and higher return on investment.
You shouldn’t even think about paying for traffic to your site if it doesn’t have the basics of SEO. Good SEO results are also long lasting. You will find that once you have developed a strong organic strategy for your business, it will serve you for years to come. You’ll still need to make routine updates, but you won’t need to constantly review your entire site or build your campaigns to generate traffic.
The biggest disadvantage of natural SEO is that it takes a long time to achieve great results. Of course, this type of growth that most companies want to see will not happen through organic SEO in a few weeks, unless you are lucky and manage to get somewhere on the social media. While targeting your niche trends can regularly bring in more traffic, the strongest results tend to come months after optimizing your site and strategy.
Paid marketing and SEM
Paid marketing, namely PPC, is paying customers to see your ad. PPC means pay per click, so certain keywords are charged for displaying your site at the top of the SERPs, and you’re charged a small fee each time a viewer clicks on your URL.
This is a form of outbound marketing that can find your business name on the first page on the first day. You won’t wait long watch the traffic roll in, but it may drop if your content doesn’t live up to the expectations of your new visitors.
The fastest way to create a brand is through exposure, and through PPC you gain the greatest awareness and visibility. Instead of using keywords to expect people to discover your site naturally, PPC campaigns allow you to reach your audience directly through keywords from search engine results.
Find out what’s popular with your audience, up to specific phrases. It can really help you quickly attract a large number of people and it can lead to a strong return on investment and an even higher contribution margin.
Cons of PPC
Click-to-pay marketing is costly for all businesses, it can be completely ineffective if you run ads but you have poor quality content. A lot of thought and planning is needed to succeed, so before you pay for clicks, you need to be sure that you are ready to support the influx of potential customers.
Despite the added preparations, PPC is still the fastest. If visibility is your biggest challenge, PPC is probably the best marketing solution. Just know that if you don’t have converting content, you’re wasting your entire budget on visibility or losing a lot more than you can get.
Which strategy is best for your business: PPC vs. SEO?
Good SEO never goes out of style. It doesn’t matter how much money you want to make or not how much do you have to spend, you should always focus on organic efforts first. They will last longer and generate traffic for years, while PPC campaigns are over as soon as you stop funding them.
Depending on your industry, paying per click can be relatively affordable or a huge expense. Organic practices are always free, whether you are a one-person start-up or a company. Each strategy has its pros and cons, and you should never look for one or the other as a complete solution to your company’s marketing efforts. To address the impact on your profits, you need to set up a high-quality CRM that monitors the effectiveness of your current efforts, where the sales leads are coming from, and how you can optimize your current strengths.
For companies without a marketing division, extensive research is needed to see the best results. Hiring a qualified digital agency to manage all of your on-site copy and blog content is, of course, the best way to get a higher position, and it will also lead to higher conversion rates in all future PPC campaigns.
The end result is that a good digital marketing strategy includes both free and paid components. They complement rather than compete with each other. By integrating the most effective metrics for your unique business and audience, you can earn more per lead and see a higher and more consistent conversion rate.