By Marc Purtell | Director, SEO
Editor’s note: This is the third post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
Though they are distinctive approaches to search, organic (SEO) and paid (PPC) provide a strong value proposition to users when implemented together into a comprehensive search campaign. Organic and PPC search campaigns drive legitimacy for the user and prospective customer. Click-through rates see increases in these dual search initiatives. For organic and PPC, their significance in establishing an effective search program is their most important similarity.
It is easier to draw distinctions between organic and PPC search. The course your company decides to take depends on your search needs and what you are looking to accomplish in your campaign.
Going organic, via an SEO campaign, enables your search program to generate long-term growth through efficiency. The cost of an organic campaign is far less than PPC. Organic campaigns produce more clicks and give your business, product or service the potential for vast exposure. Organic search engages the user at the “moment-of-relevance”. This is when a user is actively seeking information on a product or service of interest. Going organic maximizes highly relevant traffic while building brand equity and consumer trust.