Search Engine Marketing Series: Natural Vs. Paid Search
by Daniel Shortell, Search Engine Analyst
01/22/2007
In the previous installment of Search Engine Optimization & Marketing series, we discussed the many avenues by which qualified traffic - the target audience - can be drawn to a website. Today, we will focus on lead generation through search engines and search engine services. There are two ways for a web page to become listed within search engine results. Natural, or organic search results, are free and generated by proprietary algorithms determining which pages are most relevant to search engine queries. Paid search advertising is commonly referred to as Pay-Per-Click (or PPC) advertising, but actually encompasses a broader set of options that leverage search engine services to display advertisements in various contexts. Payment structures vary.
It's Not "Either Or"
It is important for a web site to be both "user-friendly" and "search-engine-friendly" for long-term success at drawing and converting qualified visitors. The benefits of additional website optimization vary, however. Paid search marketing may be appropriate from some businesses while ineffective for others. Explore the options fully and pursue the greatest ROI.
Natural Search - Pro's
Natural Search Is "Free". Search engines surf the web constantly, searching for new and changing content to add to their indices free of charge. The quotes exist around the word "Free", because the creation of a website that will successfully appear at the top of natural search engine result is often not free, and may require a considerable outlay of resources. However, a website with high search engine rankings will refer a complimentary stream of visitors that is the lifeblood of many businesses.
Automatic Inclusion into Major Search Engine Indices. Build it, and they (the search engine "bots") will come. Web pages are added to search engine indices automatically as they are discovered.
Users Prefer Natural to Paid Search Results. In most cases this is true, resulting in more clicks on to natural search results than on paid results. One exception occurs when users are ready to purchase a specific product, and are seeking a specific online vendor.
Natural Search - Con's
Little Control Over Search Engine Results. Search Engines, not webmasters, are ultimately in control of natural search engine results. Guidelines are available to aid the construction of "search engine-friendly" web pages, but the inner workings of the complex, proprietary algorithms determining search ranking are just that - proprietary.
Slow Feedback Loop. Search engines wait weeks or months to reflect changes to web pages.
Cause & Effects Uncertain. Multiple uncontrolled variables make it difficult to determine the effect of a given change. Changes made to a web page might negatively impact search engine rankings. Was the drop due to that specific change? Or, was the search engine algorithm modified? Perhaps the drop is related to superior optimization tactics implemented on competing sites. This lack of certainty can be frustrating, but also leaves the door open for constant innovation and improvement.
Paid Search - Pro's
Many Options. Many flavors of paid search advertising are available. Standard, national or global ads run against keywords suit global interests, while ads limited to specific regions suit local brick & mortar businesses. Ads can be displayed within or alongside content on participating 3rd party pages, and pricing can be based per-impression, per-click, and per-action (such as a purchase).
Precision ROI tracking. Paid Search is the marketer's dream - every penny spent, every ad clicked, and every user action may be trackable.
Traffic Control. Ads may direct users to the destination of choice, allowing greater control of the user experience and a greater opportunity to convert.
Quick Turnaround. Changes take effect in a few hours - advertising performance can be assessed within a day in many cases.
Controlled Testing Environment. Landing pages provide an ideal environment to experiment and obtain rapid results. "A/B" texts may be performed, where a single element is changed on two otherwise identical landing pages. Users are directed to both pages, and reaction to the changed page is measured quantitatively.
Paid Search - Con's
Price. Price increases as keyword popularity increases. Common prices for first-page ads on major search engines is $1-$2 per click. Ads based on competitive terms may be very costly, while "long-tail" search phrases containing multiple terms may generate excellent returns on investment.
Lower User Trust. Users generally click on paid ads less than natural search results. In some cases users prefer paid results - ready customers with credit card in hand, for example.
Active Maintenance Required. Best results require active monitoring multiple variables, such as keyword performance, ad performance, landing page performs, and website performance. Bid prices may need maintenance as demand shifts, and neglectful advertisers will pay unneeded premiums or see ads drop from sight.
One Size Does Not Fit All
Remember: what works in another industry or even for a competitor may not work for you. Be sure to explore pros and cons of available paid and natural search opportunities and select the strategy that best fits your organization. Regardless of your chosen course of action, the key lies in experimentation - and the disposition to adapt, innovate, and refine traffic-generation strategies.
