Organic vs. Paid Search: All You Need to Know in 2022

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By Kaleem Ullah

Over 3.5 billion searches are made through Google every day, with January 2022 data suggesting that this statistic could increase in the coming years. People are purchasing more products online and visiting an eCommerce store once or twice a week. Search engine optimization (SEO) services can help you rank higher and make your website visible enough in relevant search results to turn potential customers into clients.

Another thing you can try is paid search advertising (PPC). Both these ways deliver but you can select the most profitable between them or implement both to get results instantly. 

Let’s dive into the pros and cons of both these ways.

Pros and cons of organic search engine optimization (SEO)

SEO is often at the centre of other online marketing strategies. Organic SEO has many benefits over PPC when compared. 

  • More affordable

What is the cost of SEO? This is a question people typically ask because they’re curious. The price range varies and depends on your business objectives. Organic search engine optimization can be much cheaper than paid advertising in the long run. The goal of a marketing strategy is to generate long-term sales. This is where SEO comes into play. A set of stable ranking keywords can generate traffic in the long run. 

  • Better credibility

By appearing on the top of the SERP for keywords that you’re interested in, you build your reputation and credibility; if people reach the page that they’re looking for without difficulty. One of the most powerful branding tools is the SEO service.

  • Excellent ROI

Search engine optimization will provide you with a lot of value–it’s worth the investment. If a keyword is ranking on top, the keyword has a chance of getting 40% clicks, the 2nd position ranking keyword gets 19% clicks, and the 3rd ranking keyword can get hardly 10% clicks. You can expect that these people will undertake an action of interest.

Cons of organic search engine optimization:

i. Difficult to achieve

It takes time and effort in order to get the desired results that benefit your business.

ii. Changeable over time

It’s true that you might experience a downfall in ranking for a keyword of interest. A competitor can easily replace you, even if they invest in high-quality SEO. If you’re keen on finding a solution to this problem, it might be time for you to think about switching things up a bit.

Pros and Cons Pay Per Click (PPC)

Paid search advertising can be very beneficial when used correctly. Here are the benefits:

  • Guaranteed positioning

You’ll be able to get “immediate results” with a guaranteed top ranking by following the right strategy. This process can be highly effective especially if you are running a business of a competitive niche.

  • Opportunities for smaller businesses

Google Ads can be a useful marketing tool for small businesses and newcomers to this field. Investing for organic search ranking to appear instantly isn’t a good idea. But PPC can do it for your business

Whilst there are many benefits of PPC there are some disadvantages too.

i. Ongoing expense 

You need to invest money continuously in a campaign to keep it running. You need to invest more money for highly competitive keywords. 

ii. Short-term results

You stop getting results after the time has passed you paid for. This is one of the main differences between SEO and PPC.

Also, you may face issues when setting up your PPC campaign if you are not a technical guy. So, you can seek assistance from your local AdWords companies. For instance, if you are from Melbourne, then a company that offers AdWords management in Melbourne can be the best option for your business.

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