Digital marketing is constantly evolving, and businesses need to keep up with the latest trends to stay ahead of the competition. But how? Two leading methods for driving traffic to a website are paid search and organic search, each with their own set of advantages and challenges.

More than 90% of online experiences start with a search engine, resulting in around 3.5 billion daily searches — and that’s only on Google. While every business can agree that search is valuable, disagreements start when it comes to organic search versus paid search.

Paid search and organic search have a lot of similarities. And it’s important to be able to differentiate between the two.

It’s time to stop thinking about paid vs. organic search as a battle. In today's digital landscape, marketers should employ both paid and organic search strategies that inform each other.

Paid vs. Organic are the two ways to get traffic to your website on search engine results pages (SERPs). Each method involves different strategies, costs, and considerations.

The seasoned digital marketer understands that organic rankings are cultivated, not purchased, and earned placements build trust and authority over the long-term, which translates to more sales over time.