Linking Your Paid and Organic Search Strategies to Grow More Business

To start, let’s consider how people find what they are looking for on the internet. The vast majority of users begin with a search engine, with over 50% of website traffic coming from search results. Even for B2B businesses, organic search still accounts for more than half of all traffic, while paid search is less effective.

It is crucial to appear on the first page of search results since most users do not scroll past it. Organic search not only drives more traffic, but it also has a higher conversion sales rate than most other marketing tactics, with a 14.6% close rate for search engine leads compared to 2-3% for other methods such as email.

This is often because people who are searching have already made the decision to make a purchase. They are valuable leads that must be pursued effectively.

Search Engine Optimization

To fully benefit from organic search traffic, the first step is to optimize your website to be as attractive as possible to Google. While the search algorithm has evolved over the years from being keyword-focused to a more mixed approach that prioritizes interaction and context, the creation of excellent and original content that encourages users to stay on the site is critical for success.

The importance of direct website traffic on how Google prioritizes search results is reinforced by SEMRush. To get visitors from search, it is crucial to promote your own domain and focus on metrics such as time on site, pages per session, and bounce rate as they improve ranking. Standard SEO techniques like keywords and links are still important but must be used in context to have a significant impact.


The primary types of keywords are branded and unbranded. Unbranded keywords are more commonly searched, while branded keywords are more specific.

The key challenge is determining which keywords will drive the most and best traffic to your website. The good news is that Google’s keyword planning tool is a valuable resource, which can be utilized either holistically or to optimize individual pieces of content.

Pay Per Click

While organic traffic is the most cost-effective way to attract and convert website visitors, it’s important to also consider Pay-per-click (PPC) and other forms of paid advertising.

Although many users ignore paid listings, some still click through, and paid search provides the opportunity to appear on page one even if the website hasn’t earned it. Additionally, results show that users in “buying mode” pay more attention to paid listings.

PPC placement can build brand awareness by up to 80% and can still expose your brand to search engine users who do not click on the ad. WordLead shows that visitors who click on a PPC ad are 50% more likely to make a purchase compared to visitors who clicked on an organic search result.

Pay-per-click advertising is highly scalable, allowing you to start with a small budget, test your strategy rigorously, and optimize your approach, just like with other digital marketing tactics.

Return on Investment

In the end, return on investment (ROI) is crucial in any marketing expense. On average, businesses that invest in PPC advertising receive $7 for every $3 invested, making it a valuable part of an eCommerce marketing strategy.

Investing in search engine optimization (SEO) can have a significant impact on revenue. If 50% of the website’s traffic comes from organic search, it may appear that it’s generating half of the revenue. However, if organic search visitors convert at a higher rate than other visitors, it may be accounting for far more than that. Analyzing one’s own data can provide a more precise understanding of the impact of organic search on revenue.

Marketing is critical for driving traffic and converting visitors into customers for eCommerce businesses, especially in the B2B sector. While eCommerce has become easier, it still requires a strategic approach to generate traffic and conversions.

Organic and paid search should be a crucial part of every marketer’s strategy to grow their eCommerce business since they contribute to a significant proportion of the traffic required to scale, with search engine visitors often being more motivated to make a purchase.

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