Search Engine Optimization is the process of optimizing a website to increase traffic. Websites are ranked or visible through paid search or SEO.
Paid search is an advertising payment model in which payment is based solely on qualifying click-throughs or impressions. Organizations select keywords and determine the amount they are willing to pay per click or per impression. When someone searches, the placement or ranking of an ad is based on the bid (higher bid=higher placement). The advertiser is only charged if when the ad is clicked, not if it is just “served” or viewed.
The benefits of paid search advertising usually include immediate top placement and supports optimization of the conversion process. With paid search, a specified budget can be set and charges received are only for the number of times the ad is actually clicked or seen. Using paid search bid management for certain keywords that people search for and can set a minimum or maximum also total control over the price paid to have an ad displayed or offered. This tactic is pertinent as it displays an ad to people who are already searching for information related to the organization, product or services.
Paid search can and generally does provide immediate page one placement; however, this is not a long-term solution as paid search does not impact organic ranking unless a site is also being optimized. It is best to combine paid search with SEO efforts to help a website gain ranking more quickly. Eventually organic placement efforts can allow less monies to be spent in paid search.