SEO vs. PPC: Which Should You Be Focusing On?


When looking for the best possible digital marketing services for a business, one of the most interesting aspects is that there are so many different roads leading to the same destination. The difference is night and day from print/traditional marketing, which utilizes similar and linear beats that tend to work together to achieve the primary goal. In the case of digital marketing, there are often so many things to consider that it is natural to feel a little overwhelmed about the entire process.

Fortunately, the fact that the company owner is not alone is one of the biggest strengths of the industry. There are a wide array of specialists to choose from, with one of the best being traditional search engine optimization (SEO). Only the most inexperienced business owners delve into digital marketing without knowing even a smidge about search engine optimization, as SEO is practically synonymous with Internet marketing.

An ever-evolving art

It can be hard to consider SEO tactics as an exact science, as the business landscape is ever-changing. Whether running a new business or a tried and tested company, things are always subject to change. For example, considering that SEO depends so much on the Google algorithm to find successful methods, it is no wonder why all Google algorithm updates are treated seriously. The upcoming update is known as the Google Page Experience and is all about the user experience (UX).

There was a time when user-friendliness was secondary to the various methods that help the algorithm rank websites. With the update set to go live this year, it sets to change the way digital marketing works as user-friendliness takes the stage. Even new company owners can expect web design services and various SEO agencies to adopt methods focused on user-friendliness when the Google update finally goes live. Learn the art of using seo techniques to improve your organic ranking. Enroll in an online seo certification course now!

Why should I make use of SEO?

The fact of the matter is that anyone who makes use of digital marketing will (knowingly or unknowingly) make use of SEO methods. Every type of marketing tactic available online’s primary purpose is to become increasingly visible to the online masses. To get enough brand exposure, the Google algorithm has to take note and rank the company higher on the search engine results page (SERP). While there might have been a time when people would debate about the usefulness of Google on the Internet, its legacy cannot be denied. Currently, the percentage of people using Google to search for anything is staggering, to the point where any other search engine is far removed from Google’s place in the industry.

To make use of SEO is to find ways to attract the algorithm and maintain influence online. However, it does not mean that SEO is a set of linear methods to get the job done. There are various types of search engine optimization solutions out there, with many taking one of two sides.

Organic and paid searches

Organic SEO is all about making use of best-practice methods to slowly but surely gain the trust of online users — building trust organically and eventually gaining a higher and higher spot in the rankings. Its methods involve the use of content marketing to try and sway online users with the help of informative and unique blogs and articles. It can also involve reaching out to various social media influencers in an attempt to work with them and gain rapport with their subscriber-base. To make a commitment for organic searches is to slowly but methodically change minds.

While organic searches have their own factors, there is another way to get the attention of the masses with (potentially) instantaneous results. Known as the paid search, it is separate from organic search and showcases companies that paid for their spot in the rankings. It is natural to think that organic is better than paid searches, as the former tends to be more trustworthy.

However, there is a reason why many new companies prefer the use of paid search despite the fact that it takes capital to get the job done.

The pay-per-click (PPC) model

In essence, the PPC advertising model is about scattering adverts far and wide, where the advertiser pays a fee whenever someone clicks on the link. It is a relatively straightforward means of spreading the message, but it would not be the main reason why anyone would utilize PPC to their advantage. The true advantage of the pay-per-click method lies in its ability to set the roadmap for the company.

For example, a PPC account provides a detailed analysis of keywords and information based on the users that clicked on the advert. It might not seem like a big deal for the uninitiated, but for those who know how SEO works, keywords are a crucial part of the puzzle. The fact that a new company could theoretically come up with the best possible keyword combinations early on is not something to take lightly.

As if that was not enough, there is also the fact that going for a PPC account guarantees access to the paid rankings. It might not necessarily be as trustworthy as organic rankings, but it will undoubtedly expose people to the company more often than not.

Is SEO better than PPC? Or is it the other way around?

When the time has come to consider the potential of both digital marketing campaigns, it is understandable to be a little confused. Which one would be the best fit for the company? Is it the slow and steady route? Or is it the route that provides instantaneous results in exchange for capital?

While it might seem somewhat confusing, the answer is surprisingly straightforward. For most startup businesses, the obvious route would be traditional SEO. After all, search engine optimization is not only useful — it is versatile and flexible when it comes to the budget. With regular SEO, the company has a chance to make it forward without necessarily worrying about spending on an expensive marketing strategy. As a matter of fact, bare minimum SEO barely costs a thing, which means there is little to lose.

On the other hand, for a company that has a little more expendable income to spend, it would be wise to look into the PPC method. The pay-per-click advertising methods offer instantaneous results, while simultaneously offering a roadmap for success with analytics. It has a host of advantages that a savvy company owner can utilize, and there is even a chance to use SEO after the PPC method using the analytics of the latter as a starting point.

At the end of the day, it is not necessarily about which is better, but which is ideal for the company. Keep in mind that SEO can be slow and steady, but still has excellent results in the long run. However, the PPC method is superior for those who are willing to spend money right from the beginning. It does not necessarily have to be a contest between the two methods, as they both have their pros and cons. Instead, it is about answering the question of how much money a company is willing to spend on a digital marketing strategy. 

For those who are still on the fence when it comes to making a decision, perhaps the use of digital marketing services can help provide insight on which to use. The rule of thumb is for those who have the capital, PPC is the superior choice. For those who are fine with waiting for results and want to pace themselves, traditional search engine optimization is fantastic.

Radhe Gupta
Radhe Gupta
I am absolutely in love with writing and by working with News Whizz, I have developed a passion for it. It helps me to stay updated and know what is happening around the globe.


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