Every business needs a website. According to Google, 53% of shoppers research online before making a purchase. Whether you sell directly through your site or not, ensuring your website is visible and valuable is crucial for gaining trust and converting users into customers.
There are two primary methods for increasing visibility and driving traffic to your website: organic marketing and paid marketing.
Organic traffic is generated naturally—without paying for higher search result placements—by delivering valuable, relevant content that meets users’ needs. In contrast, paid search traffic comes from running ads and paying for clicks, commonly known as pay-per-click (PPC) advertising.
While both strategies have their merits, focusing on organic marketing yields long-term benefits without the ongoing costs associated with paid advertising.
For startups, implementing a comprehensive content strategy is the best way to establish authority—an essential ranking factor—on search engines. This authority helps foster stronger relationships with consumers, reinforcing that your products and services are top-notch.
Though earning organic traffic through a content marketing strategy requires time and commitment, it offers greater value over time. As a page’s ranking increases in SERPs, the resulting traffic can grow exponentially—moving from fourth to third place can lead to significantly more clicks.