Visits to the website, coming from free results proposed by search engines, create the so-called organic traffic. In this article, you will learn how to make your website or blog rank high in Google or Bing search results.
Positioning a website is a measure to improve its position in search results. In order to achieve the highest possible position in the search engine, website administrators use content optimization. What is website optimization? It is a process of continual improvement of the website, in order to increase the number and duration of visits to the website. Positioning can be both, paid and free. On the other hand, optimization is usually aimed at obtaining organic, free traffic.
The difference between paid and organic traffic
What’s the difference between paid and free traffic? On the surface, the answer seems obvious. When using the first option, we spend money, while with the second one, we don’t. However, the above sentence will not always be true. There is no doubt to the fact that we have to pay for the use of paid search, However, when it comes to the so-called free search, very often you also have to invest a lot too.
When we talk about “free” search, that is, organic traffic, we really mean SEO, search engine optimization. Creating content and implementing SEO requires a lot of time and effort, so it is difficult to talk about completely free traffic here. We have to wait several weeks, months or even years for the effects of actions taken.
On the other hand, we will notice the effects of paid search very quickly, almost immediately after launching the advertising campaign. For a defined fee, search engines will display your website at the top of the search results. In the settings of the advertising campaign, you set the keyword to which the search engine’s algorithms should react. You only pay when somebody clicks on your URL. This system is known as PPC (pay-per-click). More popular keywords require a higher cost per click.
As indicated above, the main difference between paid search and organic traffic on the site is the time factor. By paying for clicks, you will get an immediate effect, while the optimization effect, i.e. organic traffic, will appear after many weeks of ‘work.
Paid traffic vs organic traffic and return on investment
The level of reimbursement of website positioning costs, when using paid search, is very easy to measure. By using the analytical tools of Google Analytics, you have access to data about website traffic in relation to a specific keyword. To get accurate conversion data for individual campaigns, you need to link your Google Ads account with the Google Analytics tool mentioned above.
In the case of organic traffic, it is very difficult to determine the amount of return on investment incurred on website positioning. Therefore, it may sometimes seem that the amount of work and costs incurred do not bring the expected result. However, this will be too hasty and wrongful a claim. Inbound marketing and an appropriate content marketing strategy are currently considered the most effective marketing tools.
Recent studies show that 20 to 30 percent of search engine traffic is generated by paid tools. In contrast, organic traffic accounts for between 70 and 80 percent of all clicks. Therefore, in the long run, website optimization can bring a very large return on investment.
Cost of a paid campaign
Optimizing a website for search engines does not interfere in any way with paid search. On the contrary. The amount of PPC rates is determined individually for a specific keyword and for each website. A website that is organically ranked will pay less per click than a website that ranks lower in search results. There are many other factors influencing the amount of rates, but organic traffic is also very important here.
For both paid search and SEO content creation, we can use exactly the same websites. Content, however, should be targeted at specific keywords. If we have done a lot of work on creating valuable content, we have identified the right keywords, we can expect a lot of traffic sooner or later.
Read this article in Polish: Ruch organiczny na stronie internetowej.