Newcomers to SEO may wonder what organic search is and why it is important for a website's long-term success. Many people confuse organic search with paid search (Adwords).
Let's summarize what you need to know about organic search in a simple form that can be understood by SEO beginners or website owners, and can clarify misunderstandings.
What is Organic Search?
Organic search refers to results ranked after paid ads (Google Ads) when a search query is made. Organic search results are determined based on a number of organic ranking factors related to the search query performed, ie keyword, inbound links, domain authority, device, user location, and many other factors.
When you type a search term on Google, it brings you many results. The top is for paid results, with a tag under the headline that says there's advertising. The results immediately following these ads are called organic search results. Other search authorities use a similar display format.
However, local search results may appear just below the paid ads. These results tend to show services that are closest to the searcher's location, that is, based on geographic location, and traffic from local search results is considered organic traffic.
Why is Organic Search Important?
Organic search is important because it is the most valuable type of traffic to your website. Organic traffic has the potential to generate more conversions than other types of traffic (Paid, Referral Channels).
What is Transformation? - The purpose of a web page is determined by the visitor. (Purchase, download, click, stay on the page for a certain time, etc.)
Organic traffic is targeted more than referral traffic or other types of traffic because it matches the user's search intent more.
By typing a keyword into the search engine, users searching for websites will meet their purpose. Organic results are more likely to meet this goal because the results are ranked according to the content and reliability of the page.
Ads may not meet their intention to search because they are there for a certain fee. Organic traffic can therefore turn visitors into customers, subscribers or permanent visitors.
To take advantage of organic search, you should appear in the top 5 positions of search results pages when keywords relevant to your website are searched. Because the vast majority of clicks get these top 5 results.
What is the difference between paid and organic search?
The main difference between paid search and organic search is the creation of paid search results for a fee similar to the auction system, and organic search results are decided by grace and search engine ranking algorithms.
Both paid and organic search are digital performance applications that support each other.
It is a pay-per-click advertising application that makes your ads appear at the top of the search results for related searches.
An auction-type system decides where your ads will appear. The system considers the following parameters:
- User's location
- Device used (mobile, desktop, tablet)
- Search query
- Ad title
- Landing page relevancy (the page the user will go to when he or she clicks the ad)
- The highest amount the advertiser is willing to pay per click for ad clicks.
- Competition, ie how many advertisers are in the top positions for a particular keyword?
Pay per click - Advertisers pay when a user clicks an ad and visits the website. The amount payable depends on the keyword type, competition and a number of other factors.
Advertisers can define the maximum amount they're willing to pay for a click and the total amount they're willing to spend on paid advertising campaigns.
The most popular paid search platforms (PPCs) are Google Ads and Bing Ads.
The biggest advantage of paid search is that the results come immediately. When you create a campaign, your ads will start appearing in search results and you'll start receiving traffic from the search engine.
The disadvantage is that you pay each time a user clicks on your ads, and this cost increases due to competition. If not well planned, the cost is high and makes these campaigns unprofitable.
For paid search to work well, you must have an optimized landing page, an optimized PPC campaign, and a good return on investment.
Organic search refers to results that appear outside of paid ads that correspond to a searched keyword. Organic search results are determined by search algorithms and can be optimized using SEO practices.
Search Engine Optimization or SEO is the application of optimizing a website to appear in a higher position in natural or organic results for related keywords.
SEO has three main components (on-page SEO, technical SEO and Off-page SEO), and each component has optimized rules.
Organic search is the best type of traffic you can attract for your website or blog. With organic traffic, users coming to your site from a search engine are more likely to convert.
Unlike paid search traffic, organic traffic is free and continuous. You will get 24 hour traffic from search engines to your website without paying.
Search Engine Optimization (SEO) is the only way to get organic search traffic. For best performance, you should include both SEO practices for organic traffic and paid traffic channels in your digital marketing plan.