Paid Vs Organic Search For Business Owners


Search Engine Introduction

In Today’s post we are going to discuss the key differences of organic free search and paid search. We are going to discuss the up sides and down sides to using both methods, as well as how and when to utilize these features as a business owner. The first thing we want to take a look at is do we have a website with quality content? Another key aspect other then content is the errors you may have in your code. The first thing we recommend doing is doing an XHTML Validation and CSS Validation test on your website. Make sure your code is clean before you submit to any organic search engines. Now that we have clean code and quality content we can go ahead and do a Google search for top search engines. I usually apply to the top 5 or so and maybe do 1 or 2 niche search engines.

Most of the top search engines like Google and Bing offer a webmasters tools area where you can go in and configure your domain, search and robot settings. When you submit your website to a search engine you have to submit the sitemap. So you want to make sure you have a sitemap generated and you know the URL that points to that sitemap. Now that you have submitted your website, the rests depends upon how well your Search engine Optimization is. It may take up to several months in order to rank in a certain spot. As you can see, the downside to using organic search is that it takes a while to start showing up in the search engines. You also have to constantly update your website and provide high quality content and services that users will pay for. Another downside is competition. There are a lot of people out there trying to rank for the same keywords and website placements as you are. The more content you have spread around the web, the better the search engines will rank you as well. The upside to using organic search is that it is free. You do not have to pay anything. It will constantly bring in traffic as long as you keep the search engines happy. Every website should utilize organic search, it is an extra way to bring in more customers and it wont cost you a thing.

Paid Search Engine Traffic

When you visit a website like Google you will notice that the top results go to people who pay for the placement. Google uses a system they developed called AdWords which lets you build a keyword list and bid on those keywords and the placement of your website. Note that you will be bidding against other people so make sure you have a solid budget and money you are willing to spend for the sake of your business. Bing offers a similar service as well. Any of your major networks like AT&T, Yahoo, etc all have their own Pay Per Click service. Choosing a service that bests fits your needs depends upon several factors, including what you are advertising and who you are advertising to. Google’s network is vast and pretty much covers all bases, it is also the most expensive. In this game you have to pay to play.

After submitting an AdCopy to the search engines for Pay Per Click, you will then start to see instant traffic. Depending on how high your budget is, you can bring in endless amounts of traffic. This is a good and bad thing because you are paying for this traffic, but the traffic also has the potential to help your business grow and reach new customers. You want to make sure you steadily monitor your campaign and constantly run reports. Running reports and viewing your analytics is key. This is what is going to help your business grow. If you set and forget, then that can be a very costly mistake; so be aware. Tuning your campaign can be the difference between going broke or making a lot more money. When we use paid search or pay per click, we usually create a landing page that will attract the customers. The idea is to only sell them one or two things at a time. If you send them to your main website them they get lost and distracted and forgot the original reason they went there in the first place. So make sure you create a nice landing page and highlights what you are selling and points back to a page they can either purchase or contact your company.

As you can see the upside to paid search is that you can create a highly targeted campaign. You can constantly tweak your adcopy and use analytics to get good results. The downside is that it can be expensive. Pay Per Click has a payoff, but you have to work hard and study hard in order to receive that payoff.

Search Engine Conclusion

As you can see both are very reliable options. In my opinion, I always do Organic search. It will constantly bring in traffic and if you keep adding content to your website then it will grow in the search engines and receive higher rankings. You can never go wrong by putting your website in a search engines index. Each search engine index’s its websites a certain way and all have their own ranking system. Pay Per Click or paid search is a very good option but can be expensive. You have to ask yourself is the pay out worth it in the long run. Are you making more money then you are putting out in PPC. A lot of that will depend on how well you optimize your Campaigns Ad Copy and how well you target an audience.

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