This is a question that everyone with not enough knowledge about optimization and paid advertisements normally ask. The answer is simple.

Consult any digital marketing agency in Dubai and they will tell you that you require both of them in order to perform well. Doing either one of the two and neglecting the other will only waste time and resources. In fact, the question boils down to which of them both should you do first.

Let’s discuss what both of these are and why you need to do both of these:

Organic Search Engine Optimization:

Organic search optimization is done through SEO which literally stands for Search Engine Optimization. This is a long-term process that starts from the creation of the website and continues until it ranks on top. To be fair, you can’t even stop there because now you know you need to retain that position. Let’s take a look at what SEO requires from you:

Engaging Website:

The process of SEO involves making your website engaging, interactive and friendly enough to attract visitors. Since modern search engine algorithms require you to retain those visitors, you need to make the website compelling enough to make them stay as well. There are a lot of things you can use to engage with users while they are browsing through your platform. Websites that feature a lot of visual data such as videos and image content are likely to retain visitors.

You can also use AI and incorporate chatbots on your website that can engage with users. They’re effective in generating leads and sales along with providing support and gaining customer confidence.

If you can’t make a visitor stay, that is going to increase the ‘bounce rate’ of your site. This is the rate at which users leave the site without spending some time navigating through it. That is to say, if you’re not optimizing your website to make your visitors stay, this will ultimately be bad for your ranking.

That is one of the most crucial facts that one must know when it comes to deciding between paid and organic marketing. We’ll discuss more on this later in the post.

Unique and Informative Content:

There is an increased focus on the kind of content your website hosts. You can’t just fill a web page with keywords and hope to rank on top. Modern search engine algorithms require you to fulfill the search intent of the end-user. That is why you need to know whether the user is looking for information or to make a transaction. Using that information, you can optimize your site to provide them with the content that they need.

There are a lot of details as to how you should write and optimize your content for the sake of attracting and retaining visitors as well. The simplest guidelines recommended by all experts is that your content should be unique and cater to the informative needs of the user. Using info-graphics, video content along with creative images to attract and get credibility from users are great examples.


Credibility and domain authority are important metrics that the search engines check before ranking any website. You can’t have an all-encompassing site and hope to rank for a specific niche without having either a well-established identity in that niche or an especially detailed content. More often than not, you require both of these and the way to get authority and credibility is to have as many backlinks as possible. You need credible sites citing you or mentioning your website in order for the search engine to recognize your authority.

Summary of Organic Optimization:

Although optimization costs nothing, it does take a longer period of time to do. The results are never instant and even when you reach the top, you can’t stop optimizing according to the latest trends that are always changing. This goes for landing pages as well as full-scale websites. You need optimization for both.

Moreover, optimization also establishes and boosts credibility. It’s a great way to filter out uninterested users and attract the potential clientele that is relevant to your niche and business. It also provides you with a lot of data that you can use to take decisive actions.  

Paid Advertising:

Paid advertisement is the process of paying search engines and other platforms to display your ads for any given search. Like SEO, you’re targeting specific keywords but with more control over the type of audience that you’re targeting. Since you’re spending money, you have both; the tools and data. Additionally, you also have access to targeting mechanisms. With paid advertisement, you don’t just want to reach out to audiences and make a name that they know of. You need sales in order to break even with the costs you accrue for marketing on various platforms.

Let’s take a look at the various types of paid advertisement campaigns:

Traditional PPCs:

PPC stands for pay per click advertisements that you post on search engines and other platforms like Facebook. As the name suggests, you get charged for every time a user clicks on these ads. However, it doesn’t matter if the user doesn’t stay on the page or make the transaction you wish for them to make.

These ads most likely appear on the SERPs (Search Engine Result Pages) and are listed above the organic results for the search. Search engines like Yahoo, Bing and Google have their own advertisement campaign options, although Google has the most market shares. Working through a bid system, the party to pay the most gets the top spot.

With all paid ads, you need experts for paid campaign management. Professional digital marketers will try to make sure that you are charged less by targeting keywords with less competition. Furthermore, using the data and access to tools like targeting specific locations, categories of people, etc. make it complicated but cheaper.

Native Ads:

Native ads are the ones that appear on websites, either on the right or the left or sometimes in between the content you scroll through. They’re placed to attract user attention and engage with potential clientele that shows interest in any given niche. They also appear on social platforms such as Facebook, Instagram, etc.

These are likely to perform better than banner ads because of their unobtrusive nature. However, a website owner gets the money you pay them or platforms like Ads by Google that work between website owners and advertisers to get the best results for both parties.

Display Ads:

Display ads are the more refined versions of the flashing and interrupting ads that audiences got tired of a few years ago. The use of ad-blockers and related software prompted advertisers to rethink the strategies and placement of these ads. That’s because you want something that the visitors will tolerate enough to not want them gone. Moreover, if something is repulsive, it will only end up wasting your resources and time.

Display ads are more likely to be used to get more reach and impressions and thus, charge you for every time they appear on a screen. The benefit of these ads is that they charge less for each impression and can be used to generate brand awareness. However, that also implies that you’ll be charged even if the user didn’t show interest.

Social Media Ads:

Social media marketing is perhaps one of the most influential types of marketing that work for everyone these days. Social platforms like Facebook offer you the option to reach potential audiences using their advertisement platforms like Facebook Business. You can use the targeting systems and the massive data that Facebook collects from every individual that signs up for your advertisements. It’s best that you hire someone to provide you with social media marketing services since they require a certain level of knowledge, experience and expertise.

These ads appear casually in everyone’s news feed given that they fit the description of the categories you have provided the platform to target. They can be of many types such as:

  •       Simple boosting of posts to reach more audiences;
  •       Sponsored ads that prompt sign-ups or call-to-action buttons;
  •       Converting audiences from other brands to yours;
  •       Generating leads and actionable data;
  •       Prompting sales by showcasing products and services

Summary of Paid Advertising:

The thing with all sorts of ads is that it takes time for the mechanisms to understand and filter out audiences that are not going to show interest. Marketers will assure you that no one can get it right the first time around on any new niche or product. You need a lot of data by running campaigns to understand what works via different testing mechanisms such as A-B Testing, etc.

The Answer:

Even if you pay search engines and other platforms to bring visitors, if your website or even a one-pager sales landing page isn’t optimized; it’s going to end up costing you money. Since nobody is going to stay and make the transaction you’re hoping for them to make.

It’s essential that all the pages of your website are optimized according to the latest and most trending strategies. Only then can you be sure that paid advertisements that aim to bring about additional visitors will be beneficial.