SEO, Paid Search, and the Complex Choreography of the SERP

Every business wants to show up on Google’s search engine results pages with as much frequency and relevance as possible. But for smaller businesses, where every marketing dollar needs to be well-spent, how can they stay competitive? Many marketers understand the value of marrying an SEO strategy with paid search – here are some ideas to help navigate the unique challenges posed by each.

First, acknowledge that organic and paid results coexist. Organic search results are the listings that appear naturally based on their relevance to a given search query, while paid results are advertisements that appear at the top and bottom of the search engine results page. Both organic and paid results coexist on Google, and their interplay is essential for a comprehensive search strategy.

Organic search drives the majority of clicks and traffic from Google. Ranking highly in organic search results requires optimizing website content, user experience, and relevance to user queries. Organic results provide long-term visibility and credibility, and users see them as unbiased and trustworthy. Paid search allows advertisers to appear prominently at the top of the SERP, even for highly competitive keywords. It offers immediate visibility, targeting options, and control over ad messaging. Paid search campaigns can complement organic efforts, especially when organic rankings may be challenging, or businesses want to increase visibility around specific keywords or promotions. Organic and paid search strategies can work together synergistically. Paid search campaigns can provide valuable data and insights that inform your organic SEO efforts, such as identifying high-performing keywords and optimizing landing pages. Organic visibility can enhance the credibility and trustworthiness of paid search campaigns, as users often associate top organic results with authority and relevance.

Are you a small to medium-sized business looking for more ROI for your SEO marketing initiatives and pay-per-click digital ads? While there is no simple formula for success, adopting a holistic approach to search strategy that incorporates both organic and paid elements is the best way to create a well-rounded search presence. The team at ASTRALCOM is here to support you in navigating the interplay of paid search and SEO.