Search engines like Google and Bing are cluttered with millions of blogs, ads, and social posts, and the number rises daily. How is your brand supposed to compete? The answer could very well be SEO, PPC, or both.
SEO and PPC often get lumped together under the same umbrella. Yes, they both aim to increase your website’s visibility on search engines, but they differ in fundamental ways. To bolster your business’s marketing initiatives, you need a solid understanding of SEO vs. PPC.
Below, we’ll explore SEO vs. PPC in detail. We’ll dissect each marketing tactic and highlight its pros and cons. By the end, you’ll have the information you need to leverage either – or both – to bring more traffic and leads to your business.
TL;DR: here is a 4-minute video alternative for you:
What is SEO?
SEO, which stands for Search Engine Optimization, is a marketing tactic businesses worldwide use to increase their organic search rankings. It focuses mainly on improving your website in calculated ways to appease Google and attract your target audience. The most common goal is to snag the number one spot on the search engine result pages (SERPs).
You may also be going for the coveted position zero.
With these rankings, you’ll have maximum visibility and a prime chance to score traffic and leads.
Things can quickly get complicated when you jump into SEO, but it helps to think of it like going to the gym. SEO requires substantial time and hard work to get results, just like it would be if you were trying to hit that weight loss goal. But the benefits of SEO are far-reaching, long-lasting, and natural.
Pros of SEO
With the power of good SEO, you can fully transform your business and make serious strides. Read about the benefits of SEO below:
- Long-term results. Blog posts that rank highly for relevant keywords can bring in traffic and leads for years.
- Cost-effective. SEO continues to work for you long after your initial investment. Well-optimized content continues to pay dividends without you having to pay a single red cent.
- Build credibility in your niche. Ranking higher on Google and providing high-quality content signals to others that you are credible in your industry.
Cons of SEO
We never said that SEO is perfect. There are some disadvantages you should know about before you jump in headfirst. They include:
- No overnight results. SEO is very much a marathon. It could take 3-6 months to see significant improvements in your website’s rankings. Plus, trying to rank for the most competitive, high-search volume keywords can prove to be difficult or outright fruitless. Hundreds or even thousands of people could be gunning for a single keyword.
- Ever-changing Google algorithms. Google updates its algorithms thousands of times a year and does multiple core updates in any given year. These updates may require substantial website changes.
- Requires substantial work. Excelling in SEO requires you to regularly update your website, including writing blog posts, getting backlinks, optimizing existing content, researching keywords, and more.
| SEO Pros | SEO Cons |
|---|---|
| Long-lasting results | Results take time |
| Cost-effective | Regular pivoting after algorithm changes |
| Credibility boost | Lots of work required |
What is PPC?
PPC, or Pay-Per-Click advertising, is an advertising model that gets more eyes on your business. As the name suggests, you pay every time someone clicks on one of your ads. With PPC, you can pay to advertise your business on various platforms, including Google Ads, Facebook Ads, Amazon Ads, and the list goes on.
Unlike SEO, PPC is like getting plastic surgery – instant results and minimal work on your part. You get immediate results and visibility, which could be a game-changer for your company. In the case of Google Ads, you’ll pay for a sponsored spot at the top of the SERPs, as you can see here:
However, it’s essential not to forget that PPC is often notoriously expensive and doesn’t produce long-term effects for your business. No money, no clicks.
Pros of PPC
There are a few good reasons why businesses fork over millions of dollars for PPC advertising. Some of the pros of PPC include:
- No waiting for results. You don’t have to wait for months to benefit from PPC advertising. If you have a large enough budget, you can pay to rank for even the most competitive keywords. As soon as your campaign is active, you’re on the first page at the top.
- Robust targeting options. PPC advertising platforms like Google Ads and Facebook Ads offer advanced targeting, where you can refine your audience based on age, income, location, and more. It allows you to show your ads only to those likely to engage.
- Budget flexibility. You are in total control of your PPC campaign budget. If you set a budget limit of $1,500, once you reach that limit, your ads will stop showing, and you won’t be charged beyond that point.
Cons of PPC
At this point, Pay-Per-Click advertising might seem enticing. Before selecting this marketing tactic, browse the PPC cons below to get the full picture.
- Expenses can easily climb. The more competitive the targeted keyword, the more each click may cost you. Those with small budgets may run into a couple of issues: 1) they can only target a few keywords, or 2) they need to continue increasing their budget to remain competitive. However, less competitive long-tail keywords will be more affordable.
- Traffic boosts are temporary. Any benefits you reap from PPC are dependent on your wallet. To keep the leads coming, you’ll have to keep paying.
- High learning curve. PPC comes with a substantial learning curve; you’ll likely need to leverage professional expertise to get the results you’re going for. Not all PPC campaigns are successful. Your success largely depends on your knowledge level.
Below are the pros and cons of PPC at a glance:
| PPC Pros | PPC Cons |
|---|---|
| Instant results | Climbing expenses |
| Ample targeting options | Temporary results |
| Budget Flexibility | Difficult learning curve |
SEO vs. PPC: A Closer Look at the Differences
Which marketing method is the right choice? SEO or PPC? Take a look at the below chart for a snapshot of the differences between the two.
| Category | Search Engine Optimization (SEO) | Pay-Per-Click (PPC) Advertising |
|---|---|---|
| Traffic Type | Organic search | Paid search |
| Focus | Improving search rankings | Traffic through targeted ads |
| Time to Results | 3 to 6 months | Soon after the campaign is active |
| Required Investment | Cost-effective | Can be expensive, especially for competitive keywords |
| Longevity | Potentially long-lasting | Temporary, until the budget runs outthrough targeted ads |
| Workload | Regular updates, content creation, backlinking tactics, etc. | Minimal – periodic budgeting and ad adjustments |
| Algorithm Dependence | Heavy | Minimal |
| Targeting Options | Less precise targeting that relies on keyword optimization | Numerous targeting options based on the ad platform |
| Budget Control | No direct budget control | Close budget control, set limits |
| Learning Curve | Steady learning curve with ongoing education | High learning curve, usually requiring expert assistance |
Struggling to Choose Between SEO and PPC?
Feeling torn between SEO and PPC? Luckily, you don’t have to choose just one marketing solution. The most effective strategy incorporates both SEO and PPC as part of a comprehensive digital marketing plan that leverages the strengths of both solutions.
To learn more about SEO, PPC, and other digital marketing solutions for your company, book a free SEO + PPC strategy call with our Founder and Director, Adina Zaiontz. You can also get a headstart on your website optimization with a free SEO audit. We wish you the best as you take steps to drive results for your business.
