In 2020, having a strong digital strategy is key to a business’ success. With the real estate above the fold on the search engine results pages (SERPs) becoming more limited due to paid ads and featured snippets taking position zero, you may be tempted to throw all your efforts into paid ads to gain top placements. However, don’t be too quick to discount the power of SEO. To show you the value of having a well-rounded digital marketing plan, we’re discussing the pros and cons of paid and organic strategies and how to find a balance between the two.
When companies use paid search, their landing pages appear at the top of the SERPs, above those who earned their top positions on page one through organic optimizations. To participate in paid search, your business must pay for clicks for the keywords you want your ad to appear.
Organic search results are those that appear based of off the quality and content of your website. Organic results appear below ads, but top-ranking organic results still typically appear above the fold, at least on desktop searches.
Both paid and organic search have their pros and cons, but leveraging both of these powerful strategies in a holistic manner will deliver the best results. Depending on your industry, you may choose to focus on one method over the other.
Regardless of how you choose to balance paid and organic search, it’s important to set up Key Performance Indicators (KPIs) to determine the right strategy for your business. Setting these KPIs early will help you analyze your results and tweak your strategy going forward.
Do you need support balancing your paid and organic search efforts? Talk to the experts today!
Courtney Miller is Fruition’s Lead Digital Strategist specializing in SEO and PPC. An accomplished SEO expert, Courtney has been working in the field since 2011 and has helped multiple businesses recover from major algorithm changes, including Panda and Penguin. On the PPC side, Courtney successfully manages budgets as high as $40K in monthly ad spend and improves business’s brand recognition, brand loyalty, and customer acquisition. Courtney’s passion for SEO and PPC continues to grow because of the challenge, creativity, and strategy it takes to successfully target a campaign, and looks forward to watching how the world of search engine optimization will continue to evolve. In her free time, you can find Courtney riding her bike through Cherry Creek.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association