In last session I wrote a lot about how search engines work and what one can do in order to optimize the own ranking in the search results of other people. Briefly, it was about providing good content, link-building, using the right keywords and using the right language. As a result on the one hand, search engines could read your sites and evaluate/rank these based on what they could read, but on the other hand also people would appreciate the good content you provide and recommend/linking that to their business circles, friends and family.
Let’s talk about competition and how many want to be ranked first as search engine results. Because the amount of related sites in the web is high. Sooo high, that it is almost impossible to maintain a good ranking unless one spends big efforts into keeping everything up to date, and this in a entertaining/attracting way with high value, and keeping all the fundamentals of search engines in mind which finally evaluate your pages- better than the others, always. Well, I would barely make it to give good content after defining my buyer’s persona, doing big research on my leads and their interests, and keeping myself updated on what’s going on in my business field. Then I would rush, hoping to be one of the first who provide that content and take a leading position. But then knowing all the search engine details and adapting my stuff to that. ‘Oh boy, there must be something easier, which also safes me some time.. yes, I would be even willing to pay for that.’ – ‘Well, I could do something for you, how much were you willing to pay you said?’-google
Yeah, search engine providers allow you to boost your site and rank it higher in the results in addition to your efforts, just for a little pocket money. ‘Paid Search’ is the term for this principle. HubSpot, who else, provided this little e-book with the Beginner’s Guide to Paid-Search.
What we talked about so far can be summarized under the key-term ‘organic search’ engine results. In organic search results it depends on your hard effort as the page-owner, on how you do on gaining search results and natural ranking determined by the search engine algorithms. ‘Paid search’ instead allows you to pay a fee to have your site displayed higher on the search results when someone types in specific keywords or phrases to the search engine.
As you probably recognized, there are different spots where searches are displayed in the results. Organic search results are usually listed big on the main area of the result page. The paid search results are placed as advertisements beside those in smaller blocks, and those who pay most get some designated spots above the organic results. According to HubSpot, the click distribution lies by 70% organic and 30% paid results. So is paid search ineffective? No, paid search is a great option if you are not ranking well in the search engines with organic search alone (remember, competition is high and you might not have the capacity of dealing with SEO all time). It is an extremely powerful tool and a valuable asset for enhancing your company’s online presence. Here are some reasons why one should run paid search campaigns!
But please: Paid search is no replacement for organic search and should only be used to compliment other online strategies! People will still bounce off or not deal with your page if you don’t try to provide the content they look for, and this in a good way.
Let me give you a brief overview about how paid search works. As I mentioned, you pay in order to get a advertisement spot for your page in the search engine results. These results appear when the searcher types in specific keywords that you forwarded to your search engine provider. But how do we pay the search engine provider? In Google AdWords for example it works with Pay-Per-Click (PPC). That means that you get charged every time someone actively clicks on the advertisement located in the google search results (you probably have noticed the colored boxed around the main results). This is far better than just getting charged for the advertisement which would be seen by many, but only accessed by few. The placement of your ad depends on how much you pay, it’s an auction style- those who pay most get the premium spots. But beside the bid, it also depends on the quality, calculated by an algorithm, which represents the score of relevance of your ads with the keywords people type into the search box. As a result, it might happen that somebody who pays less gets placed on a better advertisement spot, because he/she has a more qualitative content.
So, paid search is a good bonus to organic search and can be seen as a kind of insurance that your content will be accessed (just thought about comparing it with a car insurance.. if you drive really good/have good content, you theoretically don’t need an insurance, because you are aware and adapt good to your environment/people’s interest. But because one can be wrong anytime in a blink of a second, you might want the insurance to be on the safe side. But having an insurance doesn’t mean that you can drive recklessly/don’t care of your content, because then also the insurance won’t help you out anymore. Somehow comparable with paid search, makes sense? maybe..)