Search may be one of the most difficult marketing concepts for business owners to grasp. Some of your clients may still be having trouble understanding the difference between SEO and paid search. But, when done correctly, the combined use of SEO and paid search can deliver outstanding ROI. A new survey from Clutch explains what’s going on in this part of the marketing ecosystem.

According to Clutch analysts, some businesses are devotees of using only SEO. Up to 40% of companies spend most of their efforts on ‘free’ search activities such as building their content and optimizing their web pages. These activities often pay off when websites show up high on the search engine results pages consumers look at.

Far fewer firms, only 19%, take search to the next level. Paid search requires a bit more expertise. And, it requires spending money. Paid search is all about using a combination of keywords to make sure a business’ website or ads leading to its site have top positions on the SERPs. Each time a consumer clicks one of those ads, the business is charged in an arrangement known as PPC.

Each business, and the audience it targets, can optimize its investment in search by considering its unique elements. If you’re selling digital marketing services, you should explain how you’ll research the appropriate keywords to target the audience your client wants to reach.

You can increase revenue by selling clients on the results they achieve from their paid search campaigns. Using that data, propose an upgrade to their existing SEO campaign. Once you know which keywords are working best to draw in the target audience, you can apply the information to their SEO content.

You can also increase your connection with clients by offering to tweak their social media presence to enhance their search efforts. Doing so will allow them to reach a broader audience. It will also allow them to make a deeper connection with consumers who use new methods of search. These days, it’s not unusual for consumers to start their search on mobile devices. They’ll likely check out your client’s website. Over the course of a couple of weeks, they’ll also be looking at your client’s social presence. If they like what they see, and feel they know the company, then they’ll make a purchase. Keep in mind, that over 94% of businesses which make SEO a priority, also use social media marketing.

Your clients get that they need to be active in all of these spaces. The real challenges lay in being able to manage each task well and to ensure consistent branding across these channels. That’s where the expertise of your digital marketing services comes in.