Balancing Between Paid and Organic Search for Brand Success


  • Depending on pay-per-click (PPC) advertising for short-term features and neglecting organic marketing will prove ineffective
  • Before pumping any cash into a Search engine optimization strategy, a business should make sure that its website is fully optimized for user experience
  • As soon as in a comfortable position, PPC advertising can be used to amplify brand reach by experimenting with new keywords
  • Whereas short-tail keywords have a higher search volume, long-tail keywords remain very important
  • Search results drastically differ on mobile and desktop and mobile users have less patience, so allocate more PPC advertising budget for mobile

When attempting to develop a business, the importance of Search engine optimization cannot be understated. If people are unable to find a business, especially as eCommerce continues to develop into an unstoppable force, then attracting clients is an impossible endeavor.

In a bid to fast-track brand awareness, an inexperienced business owner may be tempted to depend on pay-per-click (PPC) advertising to get quick results. However, finding the appropriate balance between organic marketing and PPC advertising is crucial for brand success.

I’ve broken down six methods to find the right balance between organic marketing and PPC advertising so that any business owner can build awareness for his or her brand with the right approach.

Fully optimize your website first

Before specializing in paid or organic search for brand success, having a functional website is crucial. If a prospective customer has torrid expertise using a website, the chances of securing a sale drastically decrease. All of the logistics of a website must be thoroughly inspected, such as damaged links, load time, and the number of customers who can be hosted directly. It’s also necessary to avoid from over-optimizing a website and using too many keywords. Keywords should be implemented subtly so that the untrained eye would never notice, otherwise, they could add negative SEO value.

Rely on PPC while waiting for organic Search engine optimization improvement

While it would be nice to be able to rely mostly or solely on organic marketing to lift brand awareness eventually, doing so when starting is nearly impossible. Historically, PPC advertising has been encouraged to be used while a business is waiting for organic SEO improvement to land. This isn’t a license to neglect organic advertising – far from it – because the objective is to enhance a business’s SEO worthwhile using PPC initially. In the long term, results from PPC advertising must be used to guide organic marketing efforts.

Experiment with brand-related keywords

Once in a comfortable position, a business can shift its PPC advertising technique towards experimentation. As and when organic brand-related keywords drop in place, the corresponding PPC advertising budget could be reallocated to test new keywords, thus amplifying the entire reach of the brand. When improving SEO value, a business must always explore and replace its targeted keywords for organic Search engine optimization improvement. As talked about, results from PPC advertising must be used to inform organic advertising planning.

Concentrate on both short-tail and long-tail keywords

A brief-tail keyword or ‘head term’ is a search term with one to three words that cover a normal topic. Landing on the first search engine results page for short-tail keywords borders on impossible because of the sheer number of results, even though they usually have a higher search volume, long-tail keywords stay important as users usually tend to be closer to a point-of-purchase when searching them. Looking for “shoe shiner” could be a short-tail keyword, whereas searching for “tips on how to shine my sneakers” is a long-tail keyword, as it’s three to seven words and more focused on a selected subject.

Naturally, the short-tail keywords will garner more searches, however, ranking well for the long-tail keywords will provide a business a significant advantage over competitors in the same market.

Don’t just rely on Google

Most enterprise owners, executives, and managers will be inclined to focus all their efforts on Google because it’s the world’s largest search engine platform by far. However, it can also be worth testing ads on the likes of Bing to see what returns are achievable elsewhere. If the results are favorable, it could be worth splitting SEO-related efforts throughout several platforms.

Use PPC advertising for mobile, organic advertising, and marketing for desktop

Search results drastically differ on mobile and desktop. At the risk of stating the obvious, using a search engine on a desktop presents the customers with more outcomes because the display is naturally bigger. As the window of opportunity – literally the size of the search window on a smartphone – is much smaller on mobile, using PPC advertising for mobile is critical. Furthermore, mobile users are less likely to make multiple searches using completely different keywords, than a desktop user with more patience might.

Rising brand awareness requires a streamlined and focused strategy for each organic marketing and PPC advertising. Solely relying on PPC advertising may seem to be an easy solution, however slowly working on organic marketing will eventually enable a business to use PPC advertising to amplify brand reach. Business owners might underestimate the importance of SEO, however, its importance can’t be underscored in the ever-growing digital marketplace.

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