Your strategy defines your audience, your platform, your content, and even how you measure success. For example, if you sell a product for a young demographic, you may decide that Instagram is the best place to build your brand by using a series of witty pictures with a strong call to action to make a purchase. Alternatively, you may decide to extend the reach of your brand by attempting to break into a new market, such as building a rapport with women, who comprise a large proportion of Pinterest users. Micro-blogging may be an ideal way to give busy business people the bite-sized content they need on their morning commute, while infographics provide visual punch to make a point instantly.
With more and more content being created on Facebook every day, organic reach is steadily declining. That’s why you might want to consider using Facebook’s paid advertising options to promote and increase the reach of your posts. While organic posts only get shown to your own Facebook fans, paid ads allow you to target people who have not liked your page but have similar interests and/or demographics.
By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[13] Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web was created to bring together practitioners and researchers concerned with search engine optimization and related topics.[14]
In 2014, Cisco stated that video made 64% of all internet traffic. In 2015, Searchmetrics was releasing a white paper quoting that 55% of all keyword searches in the U.S. return at least one video blended into Google’s web search results and that 8 out 10 of those videos belonged to YouTube. And in 2016, Cisco was also sharing that online videos will account for more than 80% of all consumer internet traffic by 2020.
For a long time, digital marketers summed up the properties of direct and organic traffic pretty similarly and simply. To most, organic traffic consists of visits from search engines, while direct traffic is made up of visits from people entering your company URL into their browser. This explanation, however, is too simplified and leaves most digital marketers short-handed when it comes to completely understanding and gaining insights from web traffic, especially organic and direct sources.
For a small business, it is better to start with Organic SEO because aside from it is a low-cost investment, it will build your internet presence gradually and eventually have a solid foundation in your own niche – provided that you are doing the right way. It is not bad to invest in non-organic. You just have to make sure that you are investing on the right campaigns and not on the overly artificial ways to gain traffic and rank. Avoid investing too much on paid advertising and instead invest on creating relevant and useful content.
Those who communicate value, attract others who seek that value in that topic. Those who are in the know, have an edge over those who don’t know, and that’s valuable. It helps people get more of what they want and like, and reduce their risk and negative experiences. In business, it’s profitable to have more of the right information than your competitors ahead of time (as long as it’s done and used legally to avoid fines and reprimands like with insider trading). Having valuable information first means you can make moves and investments before competitors, to buy cheaper and/or sell higher.
Audience insight.  The better you know your customers’ pain points, the more tailored your offers will be. The more you’re connected with how they feel, the more succinct and impactful your messaging will be. I can’t think of one aspect of marketing that isn’t strengthened by that depth of audience research.What does organic traffic have to do with it?  When you dissect your traffic, here’s what happens.
“Organic” is something of a buzz word. In the food sector, it carries connotations of healthy living, natural growth and honest, responsibly sourced products. Those connotations are just as relevant when the term relates to marketing campaigns. Companies encourage and maintain healthy growth through the use of carefully targeted organic content marketing. Doing so builds trust in the customer base while extending the brand’s reach. You may already be using organic marketing as part of your business strategy (perhaps without even realizing it). But, if you aren’t, it’s time to consider how to plant the seeds of a new campaign that helps your business to grow and flourish.
Remember that users enter search words into search engines based on their interest. The matching keywords and phrases you choose for your campaigns help determine if your ad will display when users search online. But be aware, other advertisers may also be using the same keywords. That creates competition with your ad campaign. What can you do to win? One solution is keyword bidding.
On the other hand, structured data are also a real asset to increase your organic traffic and improve your CTR. They refers to values that help search engines categorize and index your content in a creative ways for the user. While there is no direct correlation between those data and a SEO improvement, structured data can really help you boost your visibility in SERPs.
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.[1] SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.[2]
It’s an investment. Whether you have a trusted Internet marketing company handle your SEO activities or you travel the journey solo, you are making a solid investment in your website. Every time you optimize a landing page or write a blog post, you’re introducing new and relevant content to your website. Search engines love recent, relevant content.
Paid search advertising costs money, which at first may seem like a disadvantage, but these costs can easily be managed. With cost-per-click (CPC) or cost-per-thousand-impressions (CPM) campaigns, you spend as much or as little as you want. You can adjust your campaign budget at anytime, so if your business is going well, you can spend a little extra to drive traffic to your website and catch the attention of new customers.

Unless you’re eBay or Amazon, PPC can prove to be an expensive affair. You may initially not feel the pinch of it, but overtime, the costs keep growing. If you’re not doing enough testing with your ads, you may end up losing a chunk of your ad budget without any great returns. Simply focusing on the wrong keywords or markets can make a huge dent in your wallet if you are lenient with your ad budget.


Or, you could make up a fun game where the first person posts a picture illustrating their pet’s name. The next person has to guess their pet’s name based on the picture. So, if I had a dog named Spot, I might post a picture of a spot. (I did say to keep it simple!) Of course, it’s easy to guess, but it’s also fun and all you have left to do is sit back and watch the comments roll in.
The most common form of organic SEM is search engine optimization (SEO). SEO refers to a variety of techniques designed to help your website rank higher in search engine results. Optimizing your website involves doing a little bit of research on what keywords or phrases your customers or potential customers are searching for when they are looking for your products or services online. It then involves writing web content using those keywords in a way that is both easy for search engines to pick up but still readable and pleasant for your website visitors.
When you’re truly faced with the dilemma, “Organic vs. paid search traffic?” don’t get too worked up. There’s always a solution to your specific situation – trust us, we deal with it all of the time! Every business is different and has different goals, so the perfect search marketing mix does exist for your company. First, think about each of these bullet points, and at the end ask yourself, “Am I willing to commit?”

Organic Search: Organic search results are the listings of Web pages returned by the search engine’s algorithms that closely match the search string of keywords. Marketers use SEO and content assets to get high search engine rankings. The goal is to be on the first page and then move into the top three rankings for specific keywords. That’s because the advantages of organic search are dependent on visibility. The higher the ranking the more pronounced the advantages. They all but disappear if your listing is not on the first page.


Encourage incoming links. Google prioritises sites that have a lot of incoming links, especially from other trustworthy sites. Encourage clients, friends, family members, partners, suppliers, industry mavens and friendly fellow bloggers to link to your site. The more incoming links you have the higher your site will rank. But beware SEO snake oil salesmen who try to trick Google with spammy links from low-reputation sites. Some links can actually damage your SEO.
In 2014, BrightEdge published research that showed that 51% of channel traffic came from organic search and that it was far and away the largest channel. In the intervening years there were significant search algorithm changes that dramatically altered the layout and ranking of the search engine results pages and saw an increase in the space taken by Local, Videos, Images, Ads, and Quick Answers.
Retargeting: Each platform offers retargeting to help you reach people who’ve already visited your website. The benefit of retargeting is that a conversion is more likely when you know the prospect is interested. You might also upload an email list and use Facebook Custom Audiences to serve ads directly to subscribers. In the following example, we see two ads that show in the Facebook sidebar to reach former web visitors.
Aggressive "answer" boxes. So you search for a question, and Google provides not just necessarily a featured snippet, which can earn you a click-through, but a box that truly answers the searcher's question, that comes directly from Google themselves, or a set of card-style results that provides a list of all the things that the person might be looking for.

The typical Web user might not realize they’re looking at apples and oranges when they get their search results. Knowing the difference enables a searcher to make a better informed decision about the relevancy of a result. Additionally, because the paid results are advertising, they may actually be more useful to a shopping searcher than a researcher (as search engines favor research results).


11th point to me would be too look at your social media properties, work out how you can use them to assist your SEO strategy. I mean working on competitions via social channels to drive SEO benefit to your main site is great, working on re-doing your YouTube videos to assist the main site and also working on your content sharing strategy via these social sites back to the main site.
Let’s first take a quick look at what organic marketing is and what it is not. Organic marketing is an array of marketing disciplines that create a cohesive and comprehensive approach to inbound marketing. It is using the online search and traffic habits of potential clients to reach them by creating high-quality and high-visibility content for them to consume.
Using this data can help you identify additional “buyer” keywords to target and what keywords to stop targeting. Keyword research, content marketing, and link building are things that you need to constantly be doing, even when you reach the top of the search rankings. Many businesses think that they can slow down these efforts once they reach the top, but easing up on your SEO strategy will see your competition take over the top position if you are not continually improving your search engine optimization effort.

Or, you could make up a fun game where the first person posts a picture illustrating their pet’s name. The next person has to guess their pet’s name based on the picture. So, if I had a dog named Spot, I might post a picture of a spot. (I did say to keep it simple!) Of course, it’s easy to guess, but it’s also fun and all you have left to do is sit back and watch the comments roll in.
High organic rankings for specific terms represent an opportunity to double down by taking up more real estate with paid results. When your brand is still establishing a presence for a specific keyword in organic results, you can use paid ads to get your brand some visibility on the SERP. Once you start ranking well organically for that keyword, you may choose to allocate your paid budget to another targeted opportunity and deploy a similar strategy.
Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries.
Many page owners think that organic reach (the number of unique individuals who see your post pop up in their news feeds) is enough to make an impact. This was true in the first few years of Facebook but is no longer the case. Facebook, and many other social media networks is truly a pay-to-play network. Facebook, Twitter, Instagram, and LinkedIn are all on algorithmic feeds, meaning posts are shown to the user based on past behavior and preferences instead of in chronological order. Organic posts from your Facebook page only reach about 2% of your followers, and that number is dropping. Facebook recently announced that, in order to correct a past metrics error, it is changing the way it reports viewable impressions, and organic reach will be 20% lower on average when this change takes effect.
Here’s the thing. Your web visitors aren’t homogeneous. This means that everyone accesses your site by taking a different path. You may not even be able to track that first point of contact for every visitor. Maybe they first heard of you offline. But in most cases, you can track that first touch point. The benefit? You can meet your potential customers exactly where they are.
Whether it may be on social media or your blog, it’s important to publish evergreen posts that do not contain an expiration date. These posts should be engaging and stand out for your readers to stay intrigued. If you’re having trouble of thinking about what to post, consider content that is educational and fun. Statistics show that users tend to share more positive posts than negative ones.
I found your content very interesting, and I believe there is a tool from Google that can boost small brands, so that the brand term begins to be more sought after: The Adwords Display Network. I'm having some results in the last months, because I created a display campaign with my brand, I put in highly regarded channels. Result: in the search network, I paid around U $ 1.00 per click, and on the display I am paying U $ 0.05 per click, and in addition, the number of searches with my company name (Gauchaweb) has increased more than 10% in the last 3 months. Worth the comment. Hug.
An organic content marketing system is customer-centric, focusing on giving your customers an improved online experience. You aren’t paying for your place. So, you need valuable content that provides answers to questions, and highlights why you have the best solution. If you establish yourself as a good source of essential content, you build an engagement with customers. And, in turn, you build your brand. But this type of marketing requires time and effort, and a good system is essential to reap rewards.
Paid Search (PPC): Paid search results are advertisements. A business pays to have their ads displayed when users do a search containing specific keywords. The ads are typically displayed above and to the right of organic search results. The exact placement of the ads is determined by both a bidding process and quality score. The advantages and drawbacks of paid search are often the opposite of organic listings.
If you want to be even remotely competitive in your space, SEO is non-negotiable. Chances are, your competitors are pouring time and money into their organic traffic. They’re targeting high-value keywords. And they’re doing everything they can to dominate the search engine results. On a  fundamental level, it means you can’t ignore SEO. But the competitive advantage of organic traffic is not just about playing catch up with your competitors.You can one-up them and secure your spot as the preeminent brand in your space. Here’s why.
That said, ground-up marketing works because it’s work. There’s no substitute for careful attention to your website’s content and careful curation of your business’s social media presence. Paid ads can be an effective tool within a high-budget marketing strategy, but if the consumer arrives at your website and doesn’t find what they’re looking for, how is that investment working for you? It’s not. If a sponsored tweet draws them in but a discrepancy in expectation chases them away, what’s the benefit there? It’s absent. Organic marketing is a long process, but ultimately it will yield more authentic customer engagement and more accurate SEO.

That’s a massive problem. And it’s one that organic search traffic solves. If you want to correlate your marketing efforts with a solid ROI, pay particular attention to where your customers are coming from. If you know where they’re coming from, you can calculate what you invest in each marketing channel, and what return it yields for your business. Some people believe that PPC is better for calculating ROI because it’s more measurable. That’s misguided. You CAN determine what an organic visit is worth to your business in terms of a hard dollar value.
Usually, paid links will have an indicator next to them (in the example above, the words “Sponsored” and “Ad” fill this role) while organic links are left bare. You’ll likely remember seeing paid posts on other websites like LinkedIn, Facebook, Twitter and Instagram. You may have even seen sponsored posts on industry websites, where brands will pay a publication to write about their product or something related to their business.
Probably the most well-known Integrated Vertical Search is  Google’s “Universal Search” –  although all of the major search engines have now adopted similar search formats. This is the practice of incorporating different types of results in the Search Engine Results Pages (SERPs), such as news releases, images, videos, etc., depending on the query.  This was a game changer for SEO when it was first introduced – it became necessary to create and optimize many different types of content because they all show up on SERPs. The term for this comprehensive approach is referred to as Digital Asset Optimization (DAO).
With stats like that, you’re probably wondering why you should even bother with organic posts. Although organic reach is low, it’s still important to have an active, consistent presence on social media. Your Facebook page, Instagram account, Twitter profile, etc. are often where people turn to for updates from your company or to ask questions. Low organic reach doesn’t mean you should stop posting organically all together—it means you should focus more of your efforts on a paid social media strategy while maintaining a solid organic strategy.
Let’s first take a quick look at what organic marketing is and what it is not. Organic marketing is an array of marketing disciplines that create a cohesive and comprehensive approach to inbound marketing. It is using the online search and traffic habits of potential clients to reach them by creating high-quality and high-visibility content for them to consume.
At our agency, we work with sites of varying sizes, from very large to quite small, and recently, we have noticed a trend at the enterprise level. These sites aren’t relying as much on Google for traffic any more. Not only are they not relying on Google traffic, but also, the sites are getting less than 10 percent (or slightly more) of their organic traffic from the search giant.
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