Unfortunately, many businesses don’t understand the difference between organic and paid search results. So, what even are search results? Search results are when you type a query into a search box on Google and Yahoo and get a search engine result page. The results are a list of relevant websites that match your keywords. Understanding the difference between paid and organic search results can truly help your practice increase your website ranking.
Organic Search Results
Organic search results are the listing that most closely match the keywords or query that you put into the search box. For instance, if you type dentists in Miami, Florida and clicked on Google Search the results of the businesses listed would be an example of organic search results. Marketing and web design companies often help companies find the right keywords to target for their business. When customers are searching for a dentist using a mobile or regular computer they typically click on the top results, so it’s important to try to steal a spot at the top of the list.
Our goal is to help your business appear at the top of the search engine results page. An ideal location is between the first and fourth spot of the page. A general rule of thumb: If your practice is not listed on the first page, it is not usually seen by the customer. Unfortunately, this means your competitor is racking up the business that could’ve been going to your practice.
Paid Search Results
Paid search results are advertisements paid for by businesses that appear based off of a specific set of chosen keywords. For example, if I owned a Endodontist office in Tampa, FL I would create an add that would appear for “endodontist tampa” “endodontist in tampa” “root canal in tampa”, etc. Often it is easy to tell paid advertising from organic results because they are listed above all organic search results and have a green rectangle that says “AD”.
Paid results are click through ads and often get better results for attracting users to your website. This is because they are positioned at the top of the page and have visual cues to attract the user. They are definitely a beneficial element of any marketing campaign to attract customers to your site. It’s crucial to focus on your organic ranking AND paid search efforts as they can tremendously help your SEO.
Benefits of Organic Search Results
Once your ranking is high, it is easier to maintain your high position than it is to climb up in the rankings. When your website has quality content, it is much easier to stay at the top. Click through rates are high for this type of search and often high ranking denotes trust and leadership. Search Engine Optimization does not happen over night--It does take several months to improve organic search results as it is very competitive. Establishing a high organic position can establish your practice as a leader in the industry.
Benefits of Paid Search Results
Paid search can increase your click through rate with users that are looking to buy a product or use a service. Paid search produces faster results because the listing is in a strategic place and often uses visual cues that attract the user. Their position on the page cannot be missed.
Another benefit of paid ads is that they can be targeted to a specific audience so the listing will reach your ideal patient which increases your chances of converting business. Your healthcare marketing company can use location targeting and geo targeting to help your healthcare business target more customers.
When it comes to search engine optimization healthcare companies should always consider using both organic and paid search to improve rankings. While paid search isn’t always necessary or affordable for certain practices, it is definitely something you should consider. Keep in mind, any money invested can potentially increase your business and online reputation. If you’re interested in learning more about paid search vs organic search, contact Atlantic Health Solutions. We would be more than happy to explain our healthcare marketing services.