SEO vs PPC – The Showdown

March 3, 2017


One of the greatest challenges you will face as an online marketer is of course attracting traffic and ranking highly on search engine result pages (SERPs) for your targeted keywords. There are two main strategies to achieve this; search engine optimization (SEO) and pay per click (PPC) marketing.

SEO or PPC? The Basics


One classic concern in online marketing is whether to use SEO or PPC or fuse them for better results.  There is no direct solution to this conundrum because it ultimately boils down to your unique business goals. On one hand you have SEO which guarantees natural clicks while on the other, you have PPC marketing which generates paid clicks.

As a business owner, you appreciate that all these clicks are crucial in achieving your business goals. However, studies show that the two approaches have different results and this is what has led to a showdown between them. On one hand are enthusiastic defenders of PPC while on the other are SEO diehards. How do you decide on which strategy to use?

Below are some key highlights to help you make an informed choice:

Breakdown of SEO and PPC

  • Search engine optimization (SEO): This entails applying techniques that will boost your site’s ranking on organic/ natural search engine results for your targeted keywords. It also helps build your brand as an authority which increases traffic to your site and improves conversion rates.
  • Pay per click (PPC): This is all about paying for advertising space for a specific keyword(s). For instance, if you are launching a new product, you can easily create visibility by buying a lot of space to ensure the target audience learns about it.

Organic Search or Paid Search: Which is better?



SEO helps generate organic clicks which guarantee higher-quality traffic. For instance, a patient looking for a dentist will most likely look at SERPs as opposed to clicking on a paid advert. Most users ignore paid ads with studies showing that natural search visitors convert highly. With organic search, you gain more credibility from users because they trust in high ranking websites.

However, you should not ignore PPC because research shows that it boasts good click through rates, an important thing for new businesses. What’s more, PPC is more measurable and you can easily track your budget. PPC has instant results and generates more traffic for a new website or a promotional campaign.

So which is better? While both marketing strategies are crucial, SEO holds an edge over PPC in terms of return on investment (ROI) as returns keep increasing even when your PPC returns peak. Both marketing approaches have unique benefits so take time to assess whether they are ideal for your business goals. If you need suggestion about SEO or PPC, contact us now and our team will be happy to help you.

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