Both organic search and paid search can help marketers engage audiences and compel action.

So, what separates the two approaches? And when is one a better choice than the other?

An infographic (below) fromBraftonexplores the similarities and differences between organic search and paid search.

It looks at what each search strategy is, the role keywords play in each, the optimal content for each, and how they differ in traffic generation, ROI, cost effectiveness, and measurement.