When trying to increase your visibility online, the first step is understanding how organic search and paid search are different from one another. Organic search results are the webpage listings that most closely match the search terms; they return what Google deems most relevant. Paid results are basically ads—the website owners have paid for certain keywords, so their pages show up when someone runs a search containing those keywords.
How do you decide which one is right for you? Well, they each have their own pros and cons to consider, so here's a handy little breakdown of what those are:
But what to DO?!
You may not like this answer, but it really depends on your business and what goals you most want to achieve. If you're looking for the quickest results, paid search is your best option. At Canopy, we prefer to focus on the organic so that if you do start an AdWords campaign, your SEO can be improving at the same time, and you won't lose those good search results as soon as you stop paying for keywords. It's becoming far more common for the two to work together, and we can help you put together a plan that will return the results that YOU need.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.