SEO vs PPC: what to choose

Are you trying to choose if you should invest in SEO or PPC? It is one of the crucial topics whether budgets should be distributed toward SEO or PPC or divided between both.
It depends on a whole lot of various factors. To choose which strategy to use, you need to know the pros and cons of SEO and PPC and how they can work jointly to boost your business growth. In this guide, we’ll dive deep into each of these tactics and help you to decide which channel is right for you.
Search engine optimization (SEO) is a consistent long-term effort to create and promote your content to rank on search engines. With SEO marketing, websites get excellent results in highly targeted traffic, qualified leads, and sales. Once you start ranking on Google, Bing, or Yahoo, brand visibility stays 24/7 for several months or years.

The reason for throat cut competition among the website owners for SEO is obvious. SEO is the only marketing channel where you don’t need to pay for any lead generation, clicks, or even sales. Rest all the channels such as SMM, PPC, email marketing, banner ads, and sponsored ads need huge and consistent investment.

On the other hand, PPC stands for pay per click. As the name suggests, you need to pay for every click. But still, PPC is very popular and one of the top choices for marketers.


Developing excellent organic visibility and ranking on SERPs through SEO takes a lot of time. If your competition is high, then it may take years to overrank your competitor. And there is no guarantee that you will overrank even after spending huge money, resources, and time.

Here, the role of PPC becomes super important. You can create PPC in a day and can see the results immediately.

Moreover, you have very tight control over the budget, audience, interest, and demographic features. You can run A/B testing for your paid campaigns with different landing pages and CTAs.

One of the best things about SEO is the number of clicks is entirely free. You need not pay any single penny. If you do SEO in the right direction by using appropriate SEO tools and start ranking, the SERPs’ visibility will be 24/7. The results are sustainable for several months and years. But in PPC ads, once your budget is gone, you will lose visibility on search engines.
SEO is not an overnight task. It is one of the toughest nuts of marketing, which is not easy to crack. Depending on your niche and competition, it can take several months or a year to generate significant SEO revenue.
One more thing where I would like to sound more articulately that there is no 100% guarantee that you will surpass your competitors and big market players even after you work on all the SEO ranking factors. SEO is not simple math or science, where 2+2 is always equal to 4. It’s a perfect combination of maths, science, and art, where the combination of all your small efforts gradually drives you towards success.
Unlike SEO, any Google updates can not affect your website. The moment you decide to rank on a search engine, you can rank, no matter your domain’s age, content length, backlinks, social media traction, or even authority of your website. The results will reflect immediately based on your PPC campaign. Instantly. You can drive traffic, leads, and then sales, whereas SEO can take months or even years.
As the name suggests, PPC is not free at all, unlike SEO. You will have to spend a huge marketing budget and pay for every single click that visitors will make to your site from an ad. Only some of the industries get the benefit of low click costs. Industries like insurance, marketing, advertising pay more than $10 for every click.
You can not start PPC ads, unlike SEO. You need a massive initial budget to run ads and bring money. As you know, your website will rank until you run PPC ads. Once you turn ads off, your website will not be visible, and traffic stops. Then you can not generate leads.
Creating a highly engaging and super fascinating landing page with not more than 2 calls to action. Having more than 1 or 2 CTA can divert their mind, and you can have a very less conversion rate. Remember, your homepage is not your landing page.
If you have decided to consider only one marketing channel out of SEO and PPC, you must be aware of the consequences. If you have other marketing sources like affiliate marketing, influencer marketing, paid media, referral programs, or email marketing, you should focus on SEO and ignore PPC.

More than 52% of the searches on the search engines are done through SEO only. And the quality of traffic and leads are much more qualified than other marketing channels. Therefore, if you have a high authority website and dominate in your industry where your site is ranking almost for major keywords, you also need not spend much on PPC.

If you want robust brand visibility and a 24/7 presence on the search engines where you can establish your business’s authority, trust, and effectiveness, then always choose SEO.
Suppose your business is hyperlocal such as a restaurant, saloon, bar, hotel, pub, pet care, hospital. In that case, you can do a profitable company with a mix of a robust local SEO approach and a small investment in social media marketing. You need not spend more on PPC.

On the other hand, if you are a newbie and want quick results to sustain and scale your business in the market, choose PPC.

If your competition is very high and you are not driving sales from organic search results, go with PPC. Even on the occasion of any mega deals, or a new product launch, use PPC.
If you have entered the eCommerce business and your website is new, you can not overrank your competitors’ search results like Amazon, eBay with the SEO. You have to run PPC ads.

The above mentioned quick points are just to give you an idea of SEO and PPC as a business nature. But the reality for most businesses is that without the integration of SEO and PPC, their marketing goals and strategies are insufficient.

As per the study of Statista, Amazon’s biggest eCommerce website, whose SEO success is far away from its competitors, still spent $8 billion in 2018 and $11 billion in 2019 on TV and paid ads, and it keeps increasing.

Finally, with my experience, research, and overall analysis, I would like to say, as a website owner, you should always run behind the SEO as it is a long term consistent approach. But when it comes to increasing sales volume, multiply revenue on some festive occasions, increase brand visibility, overrank or overrule your competitors with accelerated growth and holistic marketing approach, keep investing in PPC.

This content was originally published here.


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