SEO vs PPC – Which is best for your business?

Organization and companies of all sizes are realizing the significance of online marketing, particularly via search engines. People in the contemporary society are more likely to end up on an organization’s website through a search engine as compared to visiting it directly. In fact, 81% of users find their coveted destinations via a search engine, as noted by a Forrester Research Company, commonly referred to as Jupiter Research. From this research, it is evident that it is essential for your brand to possess a powerful presence in the search engines as this ensures that you are in front of your target customers.


However, there still exists a big decision to make as far as using SEO or PPC is concerned. SEO, also Search Engine Optimization, is nothing but getting your website rank higher in organic/natural search outcomes for target keywords on the most necessary search engines, which are Bing, Google, and Yahoo. On the other hand, PPC, also referred to as Pay Per Click marketing, is nothing but paying for advertising space for particular target keywords found on the search results page. Both SEO and PPC are essential marketing channels for any business that has a website.

There exist three primary factors to consider when comparing SEO and PPC. These factors include:

  • Time-to-Results
  • Predictability
  • Website Value


Getting ranked in the search engine implies proving to the search engine that your website has authority across the internet, and this makes SEO unable to produce results overnight, and most likely not for months. Being powerful across the internet not only consumes much time but also requires dedication and hard work. On the contrary, Pay Per Click works exemplary well with sites that do an excellent job as far as the conversion of traffic into sales is concerned. While SEO is likely to take months or years to realize a significant ROI, a real campaign of PPC is capable of earning profits ASAP. It is necessary to note that a site may take a little time to optimize landing pages if it is not converting traffic well. Overall, SEO takes more time to see results than PPC.


In SEO, you are not paying search engines to place ads, which a certain number of persons see. Instead, you are trying to prove the authority of your site as well as credibility for receiving information from algorithms. In addition, you have competitors who are ready to do almost anything to beat you. All these reasons make SEO hard and highly unpredictable. Right SEO elite can often predict highly accurate plans; unfortunately, sometimes things do not usually work out exactly as they state. Although PPC is unpredictable, it is obviously more predictable than SEO. Paid search can make intelligent decisions on where and when to advertise by relying heavily on the data analyzed and collected. Due to this, PPC elite can better assess and better achieve the success of a campaign as compared to SEO. Consequently, it is easier to address and figure out issues when things are not working out than it normally is in SEO.

Website Value

In SEO, organic search strategies are typically building equity for your site; thus delivering free traffic forever. This implies that the website or the company should have a higher valuation whenever you want to sell it, mainly because of the organic search equity the website or the company has earned. The site earns a considerable traffic with no incremental cost to the buyer, making him pay a premium. This is opposed to the website value of PPC, which vanishes as soon as the marketing spending on it is gone; hence, PPC cannot be traded for future value. While SEO offers a long-term value, PPC offers an immediate value. An exception is that if a website can be proved to have a high conversion rate through spending PPC to it, this validation of the experience of the user is capable of potentially turning into bargaining chip for the sellers.


To conclude, SEO and PPC have different returns and effects, especially for small businesses. Consider PPC as your option if you do not have the resources for a long-term campaign and you are in search of a quick profit. On the other hand, SEO may be a better choice if you are a commercial enterprise, which not only hopes to exist for a long time but also wishes to grow gradually over time. Whatever you decide, ensure that you evaluate your needs against this framework, as well as putting the benefits into consideration with an expert.

Want to find out more?  Get in touch with us to discuss your options on what would be best for your business.

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