Organic vs Paid Search: Two Ways a Business Can Appear in Search

The six points in the video

This is a silent video. The headings, explanations and labels below reproduce the information on screen.

1. 1

   Step 1: Organic listings are unpaid

   0:18

   Their placement is determined by search systems rather than an ad payment.

   On-screen labels: Unpaid listing; Search relevance; Search systems.

2. 2

   Step 2: Advertisements are paid placements

   0:30

   Ads can appear with a label identifying them as advertising.

   On-screen labels: Advertising system; Ad placement; Visible ad label.

3. 3

   Step 3: Ads do not buy organic rank

   0:42

   Paying for ads does not purchase a higher organic position.

   On-screen labels: Separate systems; No bought organic rank; Different placements.

4. 4

   Step 4: Both need a useful destination

   0:54

   The visitor still needs a relevant page after clicking.

   On-screen labels: Relevant landing page; Clear information; Working next step.

5. 5

   Step 5: Keep the reporting distinct

   1:06

   Use appropriate reports to understand each traffic source.

   On-screen labels: Organic performance; Paid campaign results; Clear report scope.

6. 6

   Step 6: Review customer outcomes

   1:18

   Compare useful enquiries or other defined actions with the effort involved.

   On-screen labels: Relevant visitors; Useful customer actions; Ongoing review.

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