What are the differences between strategies for gaining paid and organic traffic?

If you've never read or heard about paid and organic traffic, this article is for you!

To begin with, it is important that you know what each of these terms means and how they work.

In summary, the organic traffic refers to the visits generated naturally on a website or page. In other words, it is when there is no financial investment in advertising. This type of traffic generally comes from search results on search engines, links shared on social networks and recommendations from other websites or blogs. Paid traffic is the opposite of organic traffic. Since it occurs through financial investments in advertising, such as ads on social networks and links
sponsored.

Now that you know what each type of traffic means, I'll explain the main differences between them and how to apply the best strategies in your company to win them over.

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Paid and organic traffic: main differences

Well, as I mentioned above, paid and organic traffic generally aims to increase brand visibility, generate more conversions and sales for the brand. However, despite the similar purpose, the strategies applied in each one make the final result different. The main differences between these two types of traffic are:

Financial

Organic traffic is generated naturally, that is, there is no need for financial investment in advertising. However, in paid traffic there is a large investment in advertisements and the like, so that the desired results are achieved.

Time to generate results

Paid traffic tends to generate immediate results, as advertising is quickly displayed to users. On the other hand, organic traffic is a long-term strategy, which may take longer to generate results, as it depends on the quality of the content and the optimization of the website or page for search engines.

Sustainability

Organic traffic is more sustainable in the long term because it is based on relevant and quality content, a factor that naturally attracts visitors. However, paid traffic requires continuous financial investments to keep it at high levels.

Scope

Paid traffic allows you to reach a public broader and more segmented. It is possible to select the characteristics, interests and behaviors of users that will be impacted by advertising. Organic traffic, on the other hand, has a more limited reach, as it depends on users searching for or sharing content.

Control of results

Organic traffic is more difficult measure whether your strategies are bringing resultsTherefore, it depends on external factors, such as: changes in search engine algorithms. Paid traffic, on the other hand, allows for greater control over campaign results, as it is possible to measure ROI (Return on Investment), in addition to other metrics and make adjustments in real time.

In summary, paid and organic traffic are different strategies that can be used together or separately in digital marketing, depending on your company's needs. Regardless of the traffic that will be used, it is necessary to follow some techniques to better apply it and achieve your brand's main objective.

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What strategies should you adopt to gain each type of traffic?

As I mentioned above, to gain paid and organic traffic, and achieve the results expected by your company, it is necessary to adopt a series of measures and strategies. Among them, the main ones are:

Contents

To achieve both organic and paid traffic, it is necessary to create relevant, informative and original content that meets the needs of the target audience. Depending on the type of traffic, the language in which the content will be passed will change, while one may have a more informative tone (organic traffic), the other needs to be extremely persuasive (paid traffic). In both cases, the material in question needs to be attractive and must catch the attention of users.

Investment

To acquire organic traffic, you need to invest in SEO strategies (Search Engine Optimization) and content marketing, which require time and resources, but do not require direct financial investment. To gain paid traffic, you need to invest in advertising platforms and ads, such as:

• • Google Ads,

• • facebook ads,

• • LinkedIn Ads.

Search and targeting

To achieve both types of traffic, it is necessary to understand the business personas and optimize the content, always seeking to meet the brand's needs and interests. The more specific the research is, the more targeted the production of organic and paid content will be.

Finally, it is worth highlighting that before applying any strategy to attract paid and organic traffic, it is important to analyze your company's needs and main objective. On many occasions, using these two methods brings several advantages to the brand, such as: faster and more permanent results.

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