When you talk about online sources, the first thing that comes to mind is search engines. Search engines play a huge role in online searches, leading to approximately 3.5 billion searches on Google alone.
Searches and clicks are essential for all types of businesses. The main goal of any online business is to generate the maximum amount of traffic they can to their page. Often, conflicts occur when they have to decide whether to opt for a paid approach or move forward with an organic one. The end goal of both methods is the same, but the procedures differ.
Which strategy is better, organic, or paid? This post will provide you a complete guide on the difference between both types.
Do you, as a business, want to invest consistently to generate guaranteed traffic to your site, or do you want to wait and attract visitors organically? Let’s read ahead and find out.
WHAT IS MEANT BY ORGANIC TRAFFIC?
Organic, as the name suggests, comes from the word natural. Organic traffic refers to visitors who arrive at your site through search engines – you do not make any payments in this process.
Your site may appear under the organic listings displayed on the search engine results page.
The users are then directed to your website once they click on it naturally, which requires zero investment in running ad or promotion campaigns, encouraging them to click on your site.
The reasons why users may visit your site, in particular, are as follows:
- The title may be catchy and might be matching what readers might be seeking.
- It appears to be published by an authentic source.
- Most relevant to the search, consisting of useful information that the user requires.
Organic traffic allows searchers to find relevant information through their search. The information displayed is one that best suits the needs of the searcher.
The process is organic because no paid ads are being displayed to persuade visitors.
On the other hand, organic traffic plays a part in developing a business-searcher relationship by providing the searcher with the opportunity to engage with the business that contains the best possible information.
How Can Your Content Fit The Organic Traffic Criteria?
You can generate organic traffic via search engine optimization (SEO). All you need to do is include search-friendly content on your page, ensuring that your site will appear in SERPs when the users type in certain search-friendly words, and the user will instantly click on it.
Your primary focus should be to create a comprehensive and helpful page consisting of relevant keywords to boost SEO. Using SEO-friendly words will lead to your page being ranked high in SERPs so that organic users can find your page as quickly as possible.
Several businesses are trying to attract organic traffic to their pages. The aim of any business should be to focus primarily on the content that their page offers.
The content generated should be constantly updated with valuable and unique information to surpass the work of your competitors.
Outranking competitors can be done by:
- Writing blogs and articles frequently.
- Adding attractive visuals: videos and pictures.
- Posting infographics.
- Landing pages should be current, with a clear focus on the product or service offered.
What Is Meant by Paid Traffic?
Paid traffic involves paying a certain amount, enabling your page to get displayed on top of specific searches. Paid traffic may also put your page on a SERP for a specified search term; when the user looks up that particular search term, then the search engine redirects the user to a page with certain ads displayed on top.
In order to attract paid traffic, businesses often pay search engines. During this process, certain ads are displayed at the top, which meets the searchers’ search intent. After the searcher clicks on the ad and lands on the page, this will be considered as generating paid traffic.
Google Ads are an example of paid advertisements. Bidding takes place by companies on a specific keyword, the company that gets through the bidding stage then goes through a process where Google:
- Assesses the maximum bid: calculated as pay per click or PPC.
- Evaluates the relevance of the ad with regards to the keyword.
- Allocates a quality score based on the click-through rate, ad relevancy, and landing page quality.
How Can Your Content Fit the Paid Traffic Criteria?
The generation of paid traffic goes through a consistent bidding process. The companies planning to opt for paid traffic tend to invest in these advertisements by increasing their marketing expenditure.
This is why they would want the result to be worth the amount they are paying.
By desirable result, we mean the conversion rate – how well the paid advertisements convert the traffic into customers.
Through paid ads, the companies try to redirect the traffic directly to the services or products that they offer, making it convenient for the buyer.
Usually, the paid ad follows a sales-focused format. The format should include and utilize the following points for effective conversion of users to customers:
- Form fills.
- Web demos.
- Checkout pages.
- Landing pages with product details.
- Landing pages with service offers.
These points will keep the users engaged and reduce the bounce rate, helping the company close more sales.
Organic Traffic or Paid Traffic?
You can achieve higher traffic; however, you would be required to pay a certain amount, eventually creating a burden on your expenses and raising the monthly expenditure of the company.
Whereas organic traffic is a non-monetary investment, you put in timely efforts and wait to reap the results naturally.
Let’s compare both approaches regarding sustainability, measurability, ROI, cost-effectiveness, and ease of use.
|FACTORS||PAID TRAFFIC||ORGANIC TRAFFIC|
|Sustainability||Paid ads are based on funds; as long as you make the payments, the ads will run, but the ads pause as soon as the spending stops.||The creation of the web page is the central part. After you create the page, it is displayed on search engines whenever searchers want the type of services/products you offer, and you draw more traffic to it.|
|Measurable||Since the ad metrics are automated, it is easier to keep track as the results are quantifiable.||It isn’t easy to calculate the actual ROI.|
|Cost- effective||You may generate paid traffic through commercial ads that require constant bidding. If there is competition for a specific keyword, ad spending will keep on increasing.||SEO offers ROI in the long run for less than half the cost that paid ads require.|
It is often recommended to move forward with a dual marketing approach involving both; organic and paid traffic. To increase the overall site traffic, you need to make sure that your content is shareable, updated, and relevant.
Now, to attract more traffic, you need to revisit your business goals and determine whether you want to opt for organic traffic, paid traffic, or both.