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SEO Vs. PPC – When Do You Need SEO or PPC for Your Business?


Marketing your business online is imperative in today’s world. Without having any online presence, no business can grow, especially in its infancy, and marketing channels provide an effective way for brands and businesses to showcase their products and services online and connect with the world. hence when allocating your marketing budget, you have to make a well-calculated decision.

There are two major search engine marketing strategies that are used by expert marketers namely, SEO (search engine optimization,) and PPC (pay-per-click.) Both of these strategies are distinct and involve the use of keyword search terms.

What Is SEO?

Search Engine Optimization, better known as SEO, is a method of optimizing a website to generate more organic traffic from search engines. SEO tries to change your search engine ranking by looking at a number of factors including link popularity, Page Rank, and so on. If your website is search engine optimized, then obviously you are more likely to have a good ranking in the search engines. A well-optimized and marketed site will be listed in the top results whenever a person searches for related keywords.

What Is PPC?

PPC or pay-per-click ads allow marketers to simply pay for traffic. It is a model of internet marketing in which advertisers have to pay a fee each time one of their ads is clicked. Simply, it’s a way of buying visits to your website, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.

PPC traffic, rankings, and results tend to be more stable and predictable than SEO, and, combined with its low cost, this makes PPC one of the more popular ways of advertising. With PPC’s popularity growing day by day, the market is also getting competitive. You will find that CPCs (cost per click) are steadily rising, and for a common man, it is getting tough to invest much. As with most auctions, the more people bidding on PPC, the higher the prices get.

The Pros and Cons of SEO and PPC

While they are somewhat linked in a lot of ways, both SEO and PPC are very different, and both provide their own distinct advantages and disadvantages in the realm of digital marketing.

Pros and Cons of SEO

–        Better for raising brand awareness and establishing a solid online reputation.

–       Helps build trust with the audience.

–       Has great ROI in the long run.

–       It takes a lot of time and effort to reap rewards.

Pros and Cons of PPC

–       Better brand visibility in search results.

–       Enables refined customer targeting,

–       Generates quicker results than organic search strategies.

–       It’s expensive, especially if you don’t have proper knowledge and application.

–       Lacks a long-term benefit as most traffic will be lost as soon as you turn the PPC campaign off.

To conclude, SEO has been around for years, and it’s still a highly effective strategy. It takes a lot of time, effort, and patience, but when done right, it will bring results. Whereas, PPC is much faster and requires less effort upfront; however, it’s also more expensive.

Both SEO and PPC are great avenues for the modern marketer, but if you don’t have the skills and time to dedicate, then you won’t be able to bring your brand’s goals and vision to fruition.

What Strategy Is Better for A Business – SEO or PPC?

When determining whether SEO or PPC is a better option for your business, there are many factors to consider, such as time required, cost, ease of setup, short-term value, long-term value, and consumer trust. The SEO vs. PPC comparison table below addresses each of these factors and will help you decide which option is best for your business.

Time required1-3 monthsImmediately
Ease of setupMany associated variables and involved steps.Simple. Can be setup within a few hours by a first- time user.
CostsLow, if SEO actions are completed in-house. Medium to High, if using a full-service agency.High, especially for competitive keywords. Costs = bid amount per click x number of clicks
Short-term valueLow-Medium. Short gains and little traffic in the beginning stages.High. The site continues to receive traffic while the ad runs.
Long-term valueHigh. Each step strengthens the larger picture. Success is gained by implementing effective techniques, consistently, and over time.Low. Although ads can be optimized for better performance in the long term, budgets must be recycled each week/month to create new traffic.
Consumer trustHigh. Consumers trust that high organic rankings are relevant, earned, and trustworthy.Low. Consumers usually consider these ads to be purely commercial, less personal, and less trustworthy – especially for brands that they are unfamiliar with.


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