When it comes to search engine optimization (SEO), knowing what your audience is searching for online is critical to your success. Keyword research and analysis, including understanding what keywords you’re using and ranking for, help support an effective SEO strategy.

In this post, we’ll break down renting vs. owning keywords by exploring the two types of search marketing, how to integrate them into your strategy, and how to achieve success.

Understanding Search Marketing: Paid vs. Organic

Understanding Search Marketing: Paid vs. Organic

There are two types of search marketing:

  • Paid search marketing uses paid methods such as advertising to target, reach, engage, and convert audiences rapidly
  • Organic search marketing focuses on driving traffic to your site over time using landing pages, blogs, and social media

Integrating Paid and Organic Search Strategies

The most successful strategies balance paid and organic search marketing efforts. Here’s how:

  • Keyword synergy: The keywords you bid on in paid search campaigns should also feature in your organic content. With organic search marketing, the goal is to incorporate the keywords for your industry into your content marketing in an SEO-friendly manner. Then, your paid strategy further amplifies these keywords to your target audience.
  • Content and ranking gaps: If you’re paying to rank for a keyword but don’t have corresponding organic content, you’re missing out on a significant opportunity. Bridging this gap ensures that you’re maximizing your investment in both arenas regarding renting vs. owning keywords.

How ClearVoice Helps You Achieve Success

ClearVoice’s Managed Content Solutions bolster SEO efforts by supporting your content production needs. For organic search, our freelance writers and editors ideate and produce content for your brand.

For paid search, our freelance writers create copy for ads of all kinds. Our strategic services follow industry best practices, ensuring your brand gets the content it needs.

Our add-ons for SEO and social media help further support on and off-page tactics as well, through:

  • Keyword research: We research keywords for your topic that align with audience search intent
  • Content optimization: We use the keywords to optimize elements of your content, such as title tags, meta descriptions, headings, and body copy

With ClearVoice, you can build, optimize, and scale your content production to meet any marketing demand. Whether you need to enhance your existing content strategy or start a new one from scratch, we make aligning your content with your business objectives easy.

Connect with a content specialist today to see how we can take your digital marketing to the next level.