If you are a startup founder, you know brand awareness is a key component to survival in the early days of your company. And with most consumer engagement occurring online, digital marketing strategies that get content in front of eyes are a must.
Two of the most popular buzzwords when marketing your brand on the internet are "SEO" and "paid search". But they often seem to cause confusion, being interchanged as the same thing. So what’s the difference between them, and which is right for your business?
While they share many similarities - and often coincide in their processes - key distinctions make each one better suited for specific goals and objectives.
Perhaps the most significant difference between SEO and paid search is the concept of “organic” vs. “paid” traffic. SEO focuses on generating organic visibility via non-paid sources, while paid search involves purchasing ads to reach users through sponsored posts or banners.
To reach online consumers, it's time to decide which strategy works best for your business. This blog post will look at SEO and paid search, explain the differences between them, and help you begin to think about which might be suitable for your brand.
What Is SEO?
Is SEO the king of digital marketing? Quite possibly! Search engine optimization (SEO) is a process by which website content and structure are optimized to increase organic visibility on search engine result pages (SERPs).
The goal of SEO is to create content that’s optimized for both
humans and search engine algorithms. This means writing content that provides real value to readers, ensuring the website is designed to be user-friendly, and optimizing page titles, meta descriptions, and other on-page elements.
There are two types of SEO - on-page and off-page. On-page SEO involves optimizing the website content, structure, and other elements to improve organic visibility. Off-page SEO involves link-building and social media marketing to generate attention and drive traffic to a website.
The main goal of SEO is to get organic traffic from search engine results. As such, it’s a long-term strategy that can take months or even years to yield tangible results. But once your online presence dominates the SERPs, you can enjoy a steady stream of organic traffic without paying for ads.
What Is Paid Search?
Sometimes, you want to see results faster. For instance, if you are running a seasonal promotion or launching a new product, you may not have the luxury of
waiting months to see results. That’s where paid search comes in handy.
Unlike SEO, paid search is a short-term strategy that involves buying ads to drive traffic to your website. You can purchase keywords (or groups of words) related to your business, and your ads will appear on the SERPs when someone searches for those terms.
Within the world of paid search, there are several different options that you can use to reach your target audience. These include pay-per-click (PPC) ads, display ads, and social media ads. Each comes with its advantages and disadvantages, so you should carefully consider which is the best fit for your particular objectives.
1. PPC Ads
PPC ads are the most common form of paid search. When someone searches for a keyword related to your business, you can have your ad appear at the top of the SERPs by paying an amount determined by bid auctions.
2. Display Ads
These ads target users based on their interests and browsing habits. They are eye-catching ads that appear alongside content on partner websites, apps, and other social networks.
3. Social Media Ads
This type of advertising targets users based on their interests, demographics, and more. These are the most cost-effective form of paid search because they use targeted campaigns to ensure you’re reaching the right people.
Which Is Right For You?
When it comes to SEO vs. paid search, there is no one-size-fits-all answer. Every business should assess its individual needs and goals to decide which strategy is best for them. Here are a few tips to help you decide:
Invest in SEO When...
You need a low-cost, long-term strategy for building online authority and engagement
You’re looking to build brand recognition and trust among a niche audience
You have the luxury of waiting for results over time
Invest in Paid Search When...
You need a quick boost in web traffic for a campaign
You’re running seasonal campaigns or launching products
You need to build awareness of your brand quickly
Choosing between SEO and paid search will ultimately come down to your unique needs and objectives. But by understanding the differences, you’ll be able to make an informed decision that will help you reach your goals.
If you are still unsure which option to choose, you can consult a digital marketing expert to help you develop the best strategy for your startup.
Find The Right Digital Marketing Solution with an Expert
A digital marketing expert can help you look at all the data, such as search engine trends and visitor metrics, to decide which strategy is best for your startup. With their expertise, you can ensure your website gets the visibility it needs to reach more customers.
In many cases, a combination of SEO and paid search is the most effective approach. With a comprehensive strategy, you can maximize your results while still staying within your budget.
Regardless of your chosen approach, always remember that organic traffic is necessary for long-term success. Investing in SEO should be part of your overall strategy if you want to build a lasting web presence. By putting in the time and effort to optimize your website, you can enjoy lasting results that will help you succeed for years to come.
Anne Laffin is the founder of Fin Marketing Management. She created this consultancy out of her experience watching startups try to navigate marketing during their foundational years. She understands the pitfalls of complicated marketing vernacular while starting a business and created a solution that calms the chaos.
Are you a startup founder who is looking to figure out the right strategy for SEO, Paid Search, or both? Schedule a free consultation to learn more.