Paid and organic search

Organic search: is a process of getting traffic from unpaid sources, free and organic, connected to editorial efforts, or natural search results delivered by search engines.

The difference between paid and organic search is simply that the paid one costs per click (PPC, CPC), the organic one needs SEO (search Engine Optimization) and in theory is “free”.




Similarities between paid and organic search are:

  • keyword research
  • landing pages
  • traffic

Differences between organic and paid search:

Organic searchPaid search
To get results takes time; weeks, months, sometimes yearsAlmost instant results, often in minutes
Traffic is free, but requires significant resources and time investmentTraffic is paid, in the pay-per-click (PPC) scheme, cost-per-click (CPC)keyword basis
ROI is hard to perceive and measure. Improves over time.ROI quite easy to measure, but can stagnate or decline over time
Around 70%-80% clicks come from organic resultsAround 20%-30% clicks come from paid results


3 pillars of SEO


  • technical: it is a process of completing activities on the site which are designed to improve the SEO, but are not related to the site content. Usually the backoffice.
  • on-page: it is a process of ensuring that the content on the site is relevant to users and provides a great user experience. In encompasses targeting the right keywords, within the content and usually is done through the content management system
  • off-page: it is a process of enhancing the search engine rankings through activities performed outside the site. Usually involves backlinks improving site’s reputation


Search engines’ algorithms


Search engine algorithms are computer programs looking for clues on the page to give the searchers the exact and precise results that they are looking for. Search engine rely on their algorithms to find web pages and decide which ones to rank for a given keyword. The search engines work in the sentence: crawling-indexing-ranking.


Crawling: search engines send their crawlers to find new pages and collect information bout them. They are called crawlers, spiders or robots. Their function is to discover new pages, but also check the content of existing pages for updates and changes.


Indexing: there are common mistakes, why pages are not indexed by robots:

  • duplicated content
  • content considered as spam or of a low value
  • page couldn’t be crawled (no-index or other reasons)
  • page or domain lacked inbound links


Ranking: there are key ranking signals used by search engines:

  • presence of the keyword in the title tag (includes the exact keyword, but also its synonyms)
  • loading speed of the page (includes mobile-friendliness)
  • website reputation: if the site is considered reputable for the content searched for




Keyword is a word pr phrase used by a user in the field of search engine in order to search engine to accomplish the task.

Tapes of keyword:

  • navigational: are keyword searches for a specific website. Example: Navigational queries are often linked to brand terms and can influence all stages of the buying cycle. Usually contain small proportion of keywords, often brand-related and cover the entire buying cycle.
  • informational: the largest proportion of all keywords, usually used in the early stages of buying cycle, they are harder to convert into sales but less competitive to rank for
  • transactional: small proportion of all keywords, applied on the last stage of the buying cycle, easier to convert into sales, usually very competitive to rank for




SERP is a Search Engine Results Page. Shows results after typing a keyword. There are 3 types of SERPs:

  • classic: contain title tag, URL, meta description tag, rich snippets and site links
  • universal: contain videos, images, maps/local search, shopping, news
  • extended: contain knowledge graphs, direct answers, related question boxes, application packs, twitter cards

    Knowledge graph