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Do You Know The Difference Between Paid And Organic Search Engine Results?

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search_engine_marketingSearch engine is the most powerful tool to discover anything that exists in this world. Think about how many times in a day you search for something on search engine and you realize how dependent you are on search engine to give us the latest information to help answer life’s most perplexing questions on just about everything. Its all about search and then getting its results. Basically when you search on a search engine, it provides you two types of search results. First one is paid search results and second one is organic search results. Many people often get confused between these two. But Don’t worry and get ready to hold the aces by knowing about these two types of search results and difference between these in this article.

Paid search results

First of all, let’s talk about paid search results. Paid search results also known as pay-per-click are basically advertisements. Advertisers pay to have their ads displayed when users do a search containing specific keywords. The ads are typically displayed at the top and to the right of organic search results. The fee you pay is based on the number of clicks or views you receive for your ads. The exact placement of the ads is determined by both a bidding process of ads and quality score of keywords.

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Organic search results

Organic search results also known as natural search results are the listings of Web pages returned by the search engine that most closely match the user’s search query based on relevance. Marketers use Search engine optimization tactics and various other such practices as incorporating the right keywords, backlinks etc to get high search engine rankings. The goal is to be in the first three or four rank on a search engine result page. The higher the ranking the more pronounced as advantageous. All the excellence disappear if your listing is not on the first page. The following image shows paid and organic listings on Google’s search page.

searchengine_paid_organic

A typical Web user might not realize they’re looking at apples and oranges when they get their search results. Knowing the difference helps a searcher to make a better-informed decision about the relevancy of a result. Besides, because the paid results are advertisements, they may actually be more useful to a shopping searcher than a researcher (as search engines favor research results).

Benefits of Paid Ads

  • Better Click through rates: Searches using keywords that denote high purchase intent such as product or brand-specific keywords will get more clicks than organic results. Because more the impressions on the search engine result page, more are the chances of an ad to get a click.
  • Less time: Unlike organic search rankings that can take months or years to show up on the first page, paid results are placed at the top of rankings as you pay for ad placement.
  • Specific Targeting: Pay-per-click campaigns can be tailored to reach specific audiences. Examples of partitioning include geo-targeting, industry, device targeting, location based targeting, educational level, age etc.

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Drawbacks of Paid Ads

  • Obviously, Cost: The more competitive the keyword is, the more is the bid price for each click. Pay-per-click demands high level of expertise to manage advertisement campaigns. If not, a huge amount of money gets spent to attract unqualified traffic.
  • Less Click through rate: Except for high purchase intent keyword searches, users click on paid search listings at a lower rate than organic search listings. Users seem more reliable and trustful to click at organic search results.
  • Temporary: The ads disappear as soon as advertiser stop paying for them.

Benefits of Organic Ads

  • Ranking: Once you get top ranking, it’s easier to keep the ranking high. You can get authority status and can build the trust of users.. Best example of this is Wikipedia.org.
  • Permanent: If the content that ranks high is of good quality, then the ranking also has a everlasting presence.
  • Better Click through rates: Click through rates are better for organic search results except for Searches using keywords that denote high purchase intent.
  • Trust and believability: High search engine rankings comes with a perception of trustfulness on the part of searchers. High search rankings imply high status and leadership. This perception converts into more trust and thus creates better click through rates to the site.

Drawbacks of Organic Ads

  • Way too much time: It takes months or years for organic results to show up on the top page, depending on the competitiveness of the keywords involved.
  • More Resources: Getting high rankings requires both creating content and using Search engine optimization tactics to achieve it. This is the Bitter truth of Organic ads.

Which one should be used?

Both paid search and organic search techniques should be used altogether as both are necessary to frame a firm search marketing strategy to drive traffic to your website. The advantage of this approach paid search provides immediate top-of-the-page listings and greater click through rates and organic rankings give a business credibility and permanent search results.

Image Credits: Smallscreenproucer.com

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