Have you been living under a rock? If not, then I’m sure you’ve heard of a little thing called Google.
The creme de la creme when it comes to search engines, Google is what most of us use to navigate the internet when searching for brands, products or services. In fact, according to Net Market Share 74.54% of internet users choose to use Google over the other search engines. Needless to say, advertising your brand on Google is no longer optional; it’s crucial.
Google, in all her glory, offers two different, yet equally valuable traffic sources to companies: namely organic and paid search. And the ways you can acquire traffic from these two sources are known as search engine optimisation (SEO) and search engine marketing (SEM) respectively.
Now I know this all sounds like a little high brow and you’re probably sitting there saying, “search engine what?” But, it really isn’t all that complicated. Put simply, you can either pay to have your content on the first page of Google or you can work really hard to outrank your competitors for free.
So, which one is better?
Backed by industry figures, here are the statistics you need to know about organic and paid search before we proceed to answer that question.
1 Organic Search
Every time you type a query into Google, you are presented with a page full of links. The ones that appear below the ads are known as “organic results.”
No one is paying for these to be there (unless you count blood, sweat and tears) and are purely based on quality and compatibility.
Organic search is widely considered the the most valuable and this is for several reasons:
- Results on the first page of Google receive 92% of all the search traffic. While, traffic drops by 95% on the second page.
- 33% of clicks from organic search results go to the very first listing on Google making the number one spot the most valuable.
- 57% of B2B marketers say SEO has the biggest impact on generating leads in their business.
- On average, organic search leads have a 14.6% close rate, compared to 1.7% for outbound marketing leads.
With all this organic goodness, you might be wondering why you should even bother with paid search. Surely, organic is the way to go, right?
Remember that bit about blood, sweat and tears? Ya, I wasn’t joking.
Making a dent with organic search takes time. A long time. If your millennial immediate gratification brain can’t handle that, then look elsewhere. It could take you months or even a year or two to really benefit from all those hours you slaved away creating the perfect blog posts and wrapping your mind around SEO.
So, what do you do while you’re waiting? Enter paid advertising.
2 Paid Search
Paid search, as the name implies, is web page placement that you buy. Rather than waiting for your SEO to kick in, you can hit that first page of Google immediately.
Despite the little “ad” box next to the title, many consumers are unaware that the first few results in a Google search are advertisements. These ads feel native and fit in seamlessly making them far less intrusive than other forms of advertising.
This is an excellent way of reaching the people you want to reach where and when you want to reach them. Some fast facts about paid search:
- Paid search is really affordable compared to other forms of paid advertising and businesses make an average of $2 in income for every $1 spent.
- Paid advertisements can boost a brands awareness by up to 80%.
- Ad listings can earn between 5-30% of all the clicks made by searchers for that keyword.
- On average, across all queries, paid results receive around 2.8 clicks per 100 searches. That’s about 1/20th of what organic results get.
With all this in mind, you’re probably more confused than ever. Neither sounds better than the other does it? While not paying for leads is always desirable, getting those leads right away could save your business.
The truth is, your business cannot afford to do with one and not the other. It’s not a competition as much as it’s a partnership. Take a long hard look at your business. Could your business utilize the powers of organic and paid search marketing? If your answer is yes, contact BEAN content today.