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There has always been sibling rivalry between organic search and paid search. One marketer may say organic search is crucial for the growth of your business, while another may say paid search is vital for bringing in revenue. There are biases and personal preferences based off the marketer, but how can you determine which is best for your business? If you are just starting out in digital marketing and you are unable to do both, how can you tell which one is best for your business? Where should you shift your focus? Below are a few tips on how to figure out which method of search works best for your product or service:

What does your return on investment look like?

Organic search is the process of organically optimizing your website to rank on the search engines. While SEO can bring in free traffic organically through the search engine results pages, this process takes time. It takes time to optimize your website, for Google to crawl and index the site, and even to climb positions in the SERPS for your business to be seen. So, it’s very important to understand what your return on investment looks like. Do you need traffic now? Do you need to create revenue now? Will your business be sustainable enough to possibly last 6-8 months with no leads? If not, then you might want to start with paid search. Yes, it costs money to run ads, but at least you will start to see leads filter in pretty quickly.

Knowing when to optimize and when to pay for traffic

Organic search and paid search bring value in different ways. It’s important to be able to recognize when you need to implement an organic strategy and when you need to implement a paid search strategy. What keywords are you targeting? What does the competition on those keywords look like? Who are your competitors, and what do they look like? Do they have huge budgets? What does your budget look like? Who is your audience and what are they searching for? These questions will help you recognize whether you should pay for traffic or if you can rank easily organically and save money in your digital marketing budget.

They are better together

Organic search and paid search usually work best together. They work hand in hand. Most of the time, the same keywords that you use to create and implement an organic strategy are the same keywords that you would use to implement a paid search strategy. Paid search also provides valuable insight into your target audience. You can then use those insights for keyword data for your SEO strategy, optimizing and creating engaging content for your website or blog that will really resonate with your target audience.

Overall, regardless of the organic or paid search strategy that you choose to implement, both are crucial to increasing traffic and creating revenue for your product or service.

For more information about how The Northridge Group can help you with your strategy for digital marketing, please Contact Us.

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