The Role of Search in Your Digital Marketing Strategy [Video]

Organic vs. Paid Search: Different Paths, Different Goals

There are two main ways to approach search—paid and organic.

Paid search, like Google Ads, is about securing top spots on the page by paying per click. However, about half the time, we advise our clients to avoid paid searches.It’s often not the right fit.

In organic search, the goal is to target as many relevant keywords as possible. If you can rank for 1,000 keywords, that’s 1,000 opportunities for new traffic. But in paid search, it’s better to keep things lean, focusing on a few high-impact keywords that will drive results.

The key question remains: What keywords are people typing into search engines to help them connect with your brand in a meaningful way?