If you are a business owner today, digital marketing is NON-NEGOTIABLE. But, should you drop serious cash for top search rankings? In this article, we are going to present both sides of the paid vs. organic search debate so that you can make the right decision.

Whether you are a new or seasoned entrepreneur, reaching your target audience online is overwhelming…

Strategies that worked one day are obsolete the next… 

Knowing what the Google algorithm will favor feels like a guessing game…

 AND TO MAKE MATTERS WORSE, THE COST-PER-CLICK SYSTEM BURNS THROUGH AD BUDGETS LIKE WILDFIRE. 

Despite that, every business needs marketing and advertising to stay relevant. 

So, what is the answer to the paid vs. organic search riddle? 

First, let’s break down both approaches…

Fast Results or Slow and Steady?

Ultimately, paid and organic search will get you to the same place — your offer in front of more customers. Therefore, the main difference between the two is the speed at which you get results. 

With paid search, you pay Google to favor your website based on keywords. In contrast, organic search is where your buyer finds you from your quality of content. 

NATURALLY, YOU WANT TO GROW AT A FASTER RATE, BUT THERE ARE OTHER FACTORS TO CONSIDER… 

The REAL Cost of Speed

Now, we are not dismissing paid search as a viable method to get your message to consumers. 

WHEN YOU HAVE A ONE-DAY SALE, YOU CAN’T AFFORD TO WAIT FOR THE SEARCH ENGINE GODS TO DEEM YOUR CONTENT WORTHY. 

However, you will pay a pretty penny every time someone clicks that paid ad — especially if you select a desirable keyword. 

For this reason, selecting a buyer persona-specific keyword and campaign duration are critical for ROI on paid search campaigns. 

On the other hand, there are significant advantages of organic search aside from cost… 

These Leads are LOYAL

Statistics on paid vs. organic search show that companies that provide value (like blogs) get 55% more visitors to their webpage. 

FROM THIS, WE CAN INFER THAT THOSE WHO FIND YOU ORGANICALLY NOT ONLY ARE REACHING FOR YOUR PRODUCT BUT ALSO TRUST YOUR BRAND. 

That being said, search engine optimization strategies are a long game. 

Like paid search, you need to research relevant keywords to be found. Additionally, you must follow strict SEO practices for Google to consider your content valuable. 

As you can see in this marketing strategy dilemma, the answer is not black and white. But there is ONE THING you need to be clear on to make the right decision… 

At the end of the day, the deciding factor in paid vs. organic search is your campaign’s goal — in both the immediate and distant future. 

In an ideal world, you would have a long-term organic SEO strategy working alongside strong, intermittent paid ad campaigns. They are best used for their strengths, not in opposition. 

So, be smart about this pair of methods and you’ll be able to build a successful online presence. 

— GCTV Staff

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