Imagine this: you’ve got a great website, awesome products or services, and a brand you’re proud of. But there’s one big problem—people aren’t finding you online. That’s where search marketing comes in.
There are two main ways to show up in search results: organic search and paid search. A lot of businesses pick one and run with it. But here’s the truth—when you combine both, that’s where the real magic happens. You don’t have to choose. In fact, using both together can take your marketing ROI (Return on Investment) to the next level.
So, What’s Organic Search?
Organic search is all about being found naturally on search engines like Google. No ads. No money spent per click. Just good content that answers people’s questions or matches what they’re looking for.
When someone Googles “how to reduce food waste at home” and they click on your blog post—that’s organic traffic. You didn’t pay for that click; you earned it.
To rank organically, you’ll need to work on your SEO (Search Engine Optimization)—which means optimizing your website, writing helpful content, using the right keywords, and keeping your site fast and mobile-friendly.
Why it rocks:
- Free traffic that keeps coming
- Builds trust and authority over time
- Great for long-term growth
But it’s not all sunshine. Organic search takes time. You won’t rank overnight, especially if your website is new or the competition is strong.
And What About Paid Search?
Paid search (also called PPC—Pay-Per-Click) is your fast track to the top of Google. With tools like Google Ads, you can pay to appear above the organic results when someone searches for specific keywords.
Say you sell eco-friendly cleaning products. If you run an ad targeting “natural kitchen cleaners,” you can get in front of people actively searching for exactly what you offer.
Why it’s powerful:
- Instant visibility
- Highly targeted—you can choose who sees your ads
- Easy to track and tweak based on performance
The downside? It costs money. If you stop running ads, the traffic stops too. And if your ads aren’t optimized, you could end up wasting money.
Now Here’s the Smart Part: Using Both Together
Organic and paid search are like teammates. They each bring something different to the game, but when they work together, your strategy becomes much stronger.
Here’s how that works.
You Get Double the Visibility
When your brand shows up in both the paid section and the organic results on the same page, you dominate the screen. People see your name more than once, which boosts your credibility and click chances.
Think of it like seeing the same brand on a billboard and then in a magazine. The more familiar it becomes, the more you trust it.
Paid Search Tells You What Works (Fast)
One of the best parts of running ads is how quickly you get data. You can see which keywords are getting clicks, which ads lead to conversions, and what headlines catch attention.
Once you find what’s working, use that info to guide your SEO strategy. Write blog posts around your best-performing keywords. Use high-click ad copy to craft your page titles and meta descriptions. Your paid campaigns can help shape smarter, more effective organic content.
SEO Takes Time—Paid Search Fills the Gap
Organic search is a slow burn. Paid search is instant fire. So while you’re working to rank a new blog post or product page, you can use paid ads to bring traffic right away.
This is especially useful for:
- New websites or startups
- Launching a new product or service
- Seasonal offers or limited-time campaigns
Think of paid search as your short-term boost and organic search as your long-term investment.
Retargeting Turns “Maybe Later” into “Yes, Please”
Most people won’t buy or sign up on their first visit. That’s normal. But don’t let those visitors go to waste.
With paid search, you can run retargeting ads to bring people back. If someone reads your blog (from organic search) but doesn’t convert, you can show them a helpful reminder later—maybe with a discount or free guide.
This keeps your brand fresh in their mind and gives them a reason to come back and take action.
Full-Funnel Marketing Made Easy
Organic search is perfect for top-of-funnel content—things like blog posts, how-to guides, and educational resources. Paid search is great for bottom-of-funnel offers—like a free trial, a product page, or a sign-up form.
When you combine the two, you guide users through every stage of the journey: from discovering your brand to becoming a paying customer.
How Do You Know It’s Working?
You don’t have to guess. Tools like Google Analytics, Google Ads, and Google Search Console let you track everything.
You’ll be able to see:
- How much traffic each channel brings
- Which keywords lead to conversions
- What your return is for every dollar spent
By watching the data and adjusting your strategy, you can make sure every part of your search marketing is working hard for your business.
Organic Search vs Paid Search: Key Differences
| Feature | Organic Search | Paid Search |
|---|---|---|
| Cost | Free (but requires time and effort) | Pay per click or impression |
| Time to see results | Takes time (months) | Instant |
| Longevity | Long-lasting traffic | Traffic stops when you stop paying |
| Trust factor | Higher user trust | Users may skip ads |
| Control | Less control over placement | Full control over targeting |
Final Thoughts
You don’t need to choose between organic and paid search. The real power is in using both together.
Organic search builds trust, authority, and long-term growth. Paid search gets you fast results, better targeting, and immediate traffic. At Altois, we specialize in creating powerful digital strategies that combine the best of organic search and paid search. Whether you’re looking to grow your traffic, boost conversions, or improve your overall online presence, our experts are here to help.
