Search Engine Marketing

How Search Works

What is Natural Search vs. Paid Search?

When you enter a keyword at a search engine like Google®, you get back two types of results - natural or "organic" listings and paid ads or "sponsored listings".

Natural Search - getting your Web site to rank as high as possible on the natural search listings is accomplished through search engine optimization (SEO). Improving your natural search results is necessary to bring more traffic to your site, but it takes time to achieve results.

Paid Search - getting your Web site to appear in a sponsored listing is accomplished by engaging in a pay per click (PPC) advertising campaign. Paid search advertising is ideal for Web sites that want more immediate and qualified traffic, but is more costly than natural search.

Combine SEO with PPC to drive more traffic to your Web site!
Without doubt, an online marketing strategy that incorporates both SEO and PPC will be most successful because people search the Internet in different ways.

• Paid search advertising is routinely more effective on pages where the Web site also appears in the natural search listings
• Paid search generates instant response and can be a great tool to boost visibility fast
• SEO builds credibility and should be part of your long-term marketing strategy, but takes time to achieve natural search results