Strategies for Paid and Organic Keyword Targeting

Ranking high on search engines for your target keywords is key to getting relevant users to your business’ website and making a conversion. There isn’t just one way to rank on a search engine results page (SERP). Different keyword types own different placements in SERPs and require different approaches.

Paid Keyword Strategy

Leveraging digital advertising to rank highly on SERPs is a fairly straightforward process. Ads sit prominently at the top of SERPs, intermixed with organic results throughout the rest of the page results. Paid search campaigns allow for targeting at the granular level, and you can pay your way to rank on highly competitive keywords if you desire.

A major benefit of paid search is that you only pay when a user clicks. So it’s great if lots of people search for your keyword, but if not, you avoid expending unnecessary resources. This allows your business to spread the advertising budget over hundreds of relevant keywords and monitor the cost per conversion for any outliers.

Organic Keyword Strategy

Compared to paid keywords, organic keywords require a more methodical approach. Search engine optimization (SEO) balances what users want with how search engines can understand and prioritize the information. 

The more alignment there is between the content on your site and what a user types into a search engine, the greater the chance your business ranks highly in results. Boosting your ranking for a keyword requires three things. An optimized and error-free website structure, relevant content that meets users’ informational needs and increases their time spent on-site, and offsite promotion to increase the visibility of your website across other platforms. 

Organic keywords require an investment in time — not ad spend —  but you still need to be smart about allocating your resources. You could easily spend a year working on ranking for a specific keyword and never rank for it if users simply aren’t searching for it. Go after keywords that are highly relevant to your business and have enough search volume that you’re confident in your ability to rank.

Next Steps

Drive more high-quality traffic to your website and control more SERP real estate with well-researched paid and organic keyword strategies that fit your business needs. Get the conversation started with a free digital analysis to assess your position in the competitive landscape and where you have opportunities to improve.

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