What's the difference between organic vs. paid results?

In digital marketing, there are two ways to get traffic to your website through search engines: organic and paid search results. These results can help you get significant traffic to your website, and subsequently increase sales. The key is knowing the difference between the two, and how to use them.

Organic Search Results

Organic search results for your business show up when you naturally rank in Google results because of search engine optimization (SEO) incorporated on the corresponding page. To rank well on Google organically, you need to create pages with high-quality content that includes multiple instances of the keyword you want to rank for. The keyword should appear throughout the content, headers, title, and meta data (the link and description seen in the Google results). If you practice good SEO practices, you can rank toward the top on page 1, ensuring maximum visibility.

Paid Search Results

Unlike organic search results, these don't depend on manual optimization. Instead, these help you rank based on your pay per click (PPC) campaign. These will appear as ads at the top of a page for relevant keywords, typically above all organic results. These will cost much more than simply optimizing content to rank organically.

The best way to take advantage of both organic and paid search results is to develop a combination of both SEO and PPC campaigns. With both of these behind your business, you can maintain maximum visibility among your target audience.