What will benefit your brand as a marketer, business oriented-individual and possibly, the very face of the brand; Organic search efforts made by employing SEO (search engine optimisation), or paid ads and ranks on the SERP (search engine result page) via PPC (pay-per-click)?
A million dollar question, yet so subjective.
The truth is, no one can answer this question for you better than yourself.
Are you willing to pay a recurring amount of resources and money that inevitably might benefit you and your brand in the start, guaranteeing a good deal of traffic but ends up being an amount which you simply seem to burn each time without making any further progress in terms of how much better you get?
Or would you prefer a more seemingly easier way by making a one-time investment, yielding in the same traffic if not better, which by the way, is not really all that guaranteed at all.
As troublesome and hard as a question that is, this is the difference between paid and organic traffic.
The end goal achievable by both is the same, while the methods could not be more different than this.
The good news with all this pressure exerting decision you have to make is;
You really don't have to choose at all!
Like many entrepreneurs would tell you, it does not have to be an either/or situation while trying to figure out which kind of traffic is best for your brand.
What is organic and paid traffic?
It comprises traffic that ends up on your page as a result of organic search results, that is not paid for. The organic traffic is directed to your site based on their own initiative after seeing your site pop up in the search engine result page (SERP) listing.
The traffic accumulated via organic search results is not directly paid for. However it may take time and money for employing experts who aptly know how to incorporate Search engine optimisation techniques to boost the traffic direction towards your site, and to make it appear higher up top than your organic competitor on the google SERP
Paid advertising can be thought to be more clear than organic traffic, with little or no hassle compared to the latter approach towards branding your content and site to a larger audience within a smaller amount of time, with arguably more efficiency.
Organic search results that make it to the first google SERP always appear under paid ads. That is a factor that causes many businesses to think that using paid ads for ranking your site up higher than most or all competitors is the most effective way to gear the most traffic.
However, that is not entirely and always true.
Let's talk about some ways why a viewer might click an organic search result over a paid one, or in general why they would choose one result over the other;
Judging by the title and meta description, it appeared to be the most relevant search the google managed to pull up on that page
The title was precise, had better keyword phrase
The source was renowned or trusted and secure
The title and content seemingly or actually matched their search intent in that particular instance.
Why go organic?
A particular set of viewers might find themselves gravitating towards organic search results over paid ads. The reason being that they feel it to be the more natural, relevant and well-intended search result as compared to paid ads.
They think of themselves ridden of the pressure of clicking onto seemingly manipulative, possibly deceptive and forced-upon them paid ads.
Such an audience may consider paid ads to be the artificial search result that has ended up on the very top hogging space of their search engine result page for no reason other than the fact that they can financially afford to be there. An idea like this in a viewer's mind may tend to make them skeptical towards your work and content, and makes them steer clear of anything paid or bought, even when it comes to marketing space that you take up online.
That would prove to be quite a loss for you on the traffic gathering end if you were to simply and only stick to paid ads.
Content that is best for organic traffic
As mentioned before, organic traffic is generated via search engine optimisation. Meaning that the content you create needs to be search-friendly, needs to have the appropriate keywords and off-page and on-page SEO features.
Your brand needs to aim to produce very comprehensive, long-stretched and in-depth but relevant and benefiting content that a viewer will find it hard to click away from.
It requires knowledge given almost directly from a knowledgeable first-hand source. If you are writing about plumbing, you need a plumber to impart his knowledge on the subject, rather than hire a freelance writer for it. You need to give knowledge that no one else is giving.
For your organic traffic, your content must be original, and it must ensure authenticity.
That, for one, is the most compelling factor to keep viewers on your page and site longer than on any competitors, be it paid or organic.
Why go for paid ads?
As discussed before within this article, and as is predominantly observed by businesses that strive on a regular to rank higher on the google search result page, Google’s SERP features are definitely and amazingly targeted, largely reserved and commercialised for it’s paid advertisements.
No less than the first 3-4 search results that appear are paid ads, sometimes going way beyond that
Even though paid ads do not exactly seem like the most cost effective way to go for smaller businesses that probably need the most marketing that they can get, there are certain ways around drilling a hole in your bank while also benefiting from paid google ad privileges.
It is assumed that the higher the cost per click (CPC) of your ad, the more traffic you generate. However it should also be noted that the higher you manage to take up your Quality Score, the lower your cost per click (CPC) will be while still herding and gathering a large traffic.
Content that is best for Paid Ads
It is no unknown fact that paid ads require more consistent bidding adjustments alongside several frequent and, sometimes, increasing expenditures in marketing etc. Because of how much financial strain and responsibility this adds up to, businesses usually only employ paid traffic for commercially intent keywords
It can be concluded by any look at the kind of higher up results popping up on the SERP when searching a commercial key phrase that that searches aren usually not just informational content that is being pushed to the top in exchange for varying and draining financial bids each month, rather they are well-rounded advertisements seeking engagement and interest from viewers towards their products or services.
The bottomline of this comparison is that, for a particular company or business to do well on the google SERP, it is wise and advised to make the best of two worlds. Employing both Paid and Organic traffic yielding methods, where so ever appropriate, is quite important, if not essential.
So if you're looking for the best traffic, you know what content suits what method best.