Search engine marketing (SEM) can generally be divided into two broad categories: organic and non-organic search. Each serves a different purpose and can be used separately or together to garner qualified search traffic.
Organic SEM is another way of saying search engine optimization; it’s the art of improving search engine ranking using proven methods like developing relevant content and building links. SEO is the long-term strategy of building a website that can stand on its own and consistently generate web traffic through free search engine rankings.
Non-organic search is paid search. It means that a website owner pays to have their site featured prominently under specific, previously-determined key words. Paid searches are usually set off from the natural search results and identified as ads or featured listings.
Paid search is, basically, advertising. Advertising, as we all know, costs money. The “paid” part of paid search happens whenever a searcher clicks on your ad. Depending on which key word you’ve chosen to advertise under, the search engine will bill you a small amount of money for each click you earn through your placement. The cost of each click is usually relatively small, and paid search is widely considered to be one of the most cost-efficient forms of advertising. Still, lots of clicks can add up fast.
That’s why non-organic search is ideally used as a short term strategy to build traffic while an organic SEO campaign is developed and implemented. Together, organic and non-organic search can be a powerful one-two punch.
Questions? Contact us for more information or to schedule a free SEO consultation.