In the world of digital marketing, two terms often come up – SEO (Search Engine Optimization) and SEM (Search Engine Marketing). While many marketers understand that SEO and SEM work better together, the relationship between organic and paid search is complex. In this article, we will explore the relationship between organic and paid search, and how businesses can leverage both for maximum impact.
What is SEO and SEM?
SEO is the practice of optimizing your website and its content to rank higher in search engine results pages (SERPs) for relevant keywords and phrases. This involves on-page optimization (content, meta tags, alt tags, etc.) and off-page optimization (backlinks, social signals, etc.). The goal of SEO is to drive organic traffic to your website.
SEM, on the other hand, is a broader term that encompasses SEO and paid search. Paid search refers to the practice of bidding on keywords and phrases to display ads in search engine results pages. The goal of SEM is to drive traffic to your website through both organic and paid means.
How do SEO and SEM work together?
While SEO and SEM are two distinct practices, they work best when used together. For example, a business that focuses solely on SEO may miss out on potential traffic and conversions from paid search, and vice versa.
By combining both organic and paid search, businesses can maximize their visibility in search engine results pages. For example, if a business is ranking well for a particular keyword organically, they can also bid on that keyword for paid search ads to increase their visibility and drive even more traffic to their website.
The Complex Relationship between Organic and Paid Search
Businesses need to understand that the relationship between organic and paid search is complex. Running a paid search campaign for a keyword that a website already ranks high for organically can lead to cannibalization of the organic traffic. Paid search ads take up real estate on the SERPs that could otherwise be occupied by the organic listing. As a result, some users may click on the paid ad instead of the organic result, even if they intended to click on the organic result.
On the other hand, running a paid search campaign for a keyword that a website doesn’t currently rank for organically can boost its organic rankings. Paid search ads can drive more traffic to the website, which can increase engagement metrics like click-through rate and time on site. Search engines like Google take these metrics into account when determining organic rankings.
Leveraging Both Organic and Paid Search for Maximum Impact
To maximize the impact of both organic and paid search, businesses need to plan their strategies carefully. They need to conduct keyword research to identify keywords with high search volume and low competition. They should focus on optimizing their website and content for those keywords through SEO best practices. Using paid search to supplement organic efforts by bidding on keywords that the website doesn’t currently rank for organically can help.
Monitoring organic and paid search performance regularly can identify any unexpected interactions, and businesses can adjust their strategy accordingly.
Facts and Figures:
- Businesses that appear at the top of search results receive 33% more clicks than the second result, and 75% of users never scroll past the first page of search results (source: Google). This highlights the importance of both organic and paid search in driving traffic and visibility.
- In 2021, organic search accounted for 53% of all website traffic, while paid search accounted for 15% (source: searchengineland). This emphasizes the ongoing importance of organic search, even as paid search continues to grow in popularity
- The average click-through rate (CTR) for a paid search ad in the first position is 7.94%, while the average CTR for an organic result in the first position is 28.5% (source: Advanced Web Ranking). This suggests that organic search can be more effective at driving clicks and traffic, although paid search can still be valuable in certain contexts.
- Running both SEO and PPC campaigns can result in a 25% increase in clicks and a 27% increase in profits compared to running either campaign alone (source: Google). This highlights the synergistic benefits of using both organic and paid search strategies.
- In 2021, the average cost-per-click (CPC) for Google Ads across all industries was $2.69 on the search network and $0.46 on the display network (source: WordStream). This emphasizes the need to carefully manage budgets and ROI when using paid search.
- Combining SEO and PPC efforts can result in a 25% increase in brand awareness and a 27% increase in conversion rates (source: WordStream). This underscores the importance of a holistic approach to search marketing that leverages both organic and paid strategies.
Conclusion
SEO and SEM are two essential practices for any business looking to drive traffic to their website. By leveraging both organic and paid search, businesses can maximize their visibility in search engine results pages and drive more traffic to their website. However, the relationship between organic and paid search is complex, and businesses need to carefully plan their strategies to avoid unexpected interactions.
References links
- “The State of SEO and SEM in 2021” by HubSpot: https://blog.hubspot.com/marketing/seo-sem
- “How SEO and SEM work together” by Search Engine Journal: https://www.searchenginejournal.com/seo-and-sem/153303/
- “The Complex Relationship Between Organic and Paid Search” by WordStream: https://www.wordstream.com/blog/ws/2012/07/10/organic-and-paid-search-interaction
