
Search engine optimization (SEO) and pay-per-click (PPC) are two fundamental components of your marketing strategy.
They’re practically industry-agnostic — there’s a good chance you need them regardless of your niche or vertical.
Whether or not you get the maximum ROI from these two channels, however, depends on how (and where) you use them.
SEO at a glance:
Search engine optimization is the process of optimizing your website to rank higher in organic search results.
Broadly speaking, there are two parts to this:
- On-page SEO — Optimizing your website’s content, structure, and technical elements to make it easy for search engine crawlers (and people) to read and understand.
- Off-page SEO — Growing your website’s reputation by getting backlinks from other authoritative websites.
When search engine users type something into Google, it pulls from its index to find the best results for that query. It determines the best-fit content using 200+ ranking factors, including the number of backlinks and referring domains it has, the quality of those backlinks, how relevant your website’s content is to the search query, and whether your content is actually useful.
As an SEO, your goal is to strategically include certain keywords, phrases, structure, and UI/UX components on your website to make it easy for Google to see that your content is the best fit for a particular search query. At the same time, your web content has to be written for humans (a.k.a. the people actually reading your website).
Pros of SEO
According to data from Ahrefs, 68% of online experiences begin with a search engine. And Google is the source of 63.41% of all US web traffic referrals. But more than half of all clicks (54.4%) go to the pages in the top three spots.
So, ranking high on search engine results pages increases your visibility and credibility, gets you targeted traffic, and ultimately helps you get more leads and sales.
There are several benefits to having an SEO strategy:
- It’s evergreen. Unlike PPC, where you have to keep paying for ads on a per-engagement basis, SEO results can continue to drive traffic and leads months (or even years) after the initial optimization.
- Rankings are exponential. While you only target one or two keywords per page, you’ll wind up ranking for thousands of different queries. Every piece of content you publish adds to your online “real estate” and increases your chances of showing up in search results.
- Authority is also exponential. Every time someone links to your content, it signals to Google that you have a reputable website. So, while it may be hard to rank for certain keywords initially, as your website gains more backlinks and authority, you’ll see a snowball effect of increased visibility and traffic. And you’ll get it much more easily.
- People trust organic search results more than ads. By investing heavily in SEO, you have the potential to be the most trusted and recognized voice in your industry.
- It’s practically required. Everyone uses Google. You’ll honestly never find a legitimate business with a steady stream of organic traffic that doesn’t have some form of an SEO strategy.
Cons of SEO
The major drawback of SEO is it’s remarkably complicated. While the mechanics are fairly easy to grasp, the actual execution requires a customized SEO roadmap. Most companies are better off working with an agency — most in-house marketing teams are not equipped to handle its complexities.
- It’s an ongoing process with fierce competition. While you aren’t required to ‘pay’ for SEO rankings, you have to continually update your content to (a) stay relevant and (b) protect yourself from others who are guaranteed to come for your spot. You also need to regularly publish new content.
- Search engine algorithms are always changing. Your website could tank after Google rolls out an update. Since Google keeps its ranking factors confidential, it’s impossible to predict how and why it changes its algorithms. You’re on your own to figure that out.
- It takes a while to start working. When it comes to SEO ROI, you have to be patient. You can get a few quick wins from optimizing content that’s already in positions 8-12 or making simple technical SEO fixes. But it normally takes at least six months to start seeing significant results. And by then, you’ve made a significant investment.
PPC at a glance:
PPC is a paid advertising model where the advertiser pays a fee each time someone clicks their ad. The cost per click (CPC) for that ad is determined by an automated auction system, where advertisers bid on certain keywords relevant to their target audience.
Your PPC campaign might include any of the following:
- A landing page with a form to collect user data, a video explainer or other resources, and information about your product.
- Display ads that pop up when your target audience is browsing the internet.
- Remarketing ads for people who have visited your website but haven’t yet converted.
Social media platforms, Amazon, and Google Ads all use the PPC model.
Pros of PPC ads
PPC marketing is normally the first option businesses turn to because of its effectiveness. Generally speaking, there are low barriers to entry, and PPC campaigns are easy to set up.
There are several benefits to incorporating PPC into your marketing mix:
- It directly targets highly qualified leads. If you know which keywords your target audience is searching for, you can place your search ads in front of people who are already looking for a product or service you offer.
- It’s near-immediate. You don’t have to wait for search engines to read your content, index it, and rank it. You pay for placement on search engine results pages. So, you can execute your PPC strategy, validate it with detailed analytics, and improve it in a few days’ time.
- You don’t need tons of website authority. If your wallet is deep enough to support a decent PPC ad budget, you don’t have to jump through Google’s SEO hoops. This makes it perfect for new sites.
- You can easily track your ROI. PPC is a simple “money in -> money out” equation. Either you got the conversions you paid for, or you didn’t.
Cons of PPC ads
While PPC advertising is fantastic for its ability to target highly qualified leads, it only works for you if you continue to pay for it. There’s no ‘evergreen’ aspect like there is with search engine optimization.
There are also a few other problems with overreliance on paid advertising:
- People trust paid ads less. Fewer than 1 in 10 buyers automatically believe something they see in a paid ad. Not to mention, plenty of people ignore ads or use ad blockers when browsing the web.
- It quickly gets expensive. In SaaS, for example, the average paid lead costs almost double what the average organic lead costs.
- It doesn’t help you build any foundation or authority. Sure, you might get some solid brand awareness, clicks, leads, and even sales. But when the well runs dry, you’ll be back to square one. Had you invested in SEO that whole time, you would have gotten to keep your leads, website traffic, and sales.
- Google disqualifies ads (or just doesn’t show them) for numerous reasons. They won’t, however, explain the action you can take to fix this.
- Paid search recommendations are designed to help the platform make more money. They aren’t necessarily concerned with whether or not you make more money. So, it’s easy to overspend on a subpar PPC campaign.
Similarities between SEO and PPC
While the two are fundamentally different (one is earned, the other is paid) there are several similarities between SEO and PPC:
They’re both keyword-based. They’re just two different approaches to targeting those keywords. In fact, PPC can highlight SEO opportunities if you’ve taken the time to do good keyword research for it. And, if PPC works for you at all, it’s proof you’ll do well with SEO.
The reason for this is that both SEO and PPC rely on Google. In fact, when you show up organically on Google search results, search engine users will see paid results first.
In many cases, paid slots will actually take up the entire first scroll of the SERP (and then some).
No amount of paid advertising or top search rankings can overcome a bad landing page. If you want a high conversion rate and positive ROI from either investment, your copy, design, and website functionality need to be on point.
You can also use SEO or PPC at any stage of the funnel. Showing up on search engines with either channel can drive brand awareness, website traffic, leads, and sales.
Not to mention, you can build SEO and PPC strategies on top of each other. For instance, ranking for relevant keywords with SEO will help you capture the top-of-funnel search traffic, while remarketing ads can seal the deal.
How SEO and PPC are different
While SEO and PPC both rely on search engines and keywords, there are several key differences between the two:
- SEO is a long-term strategy that takes months to produce results. PPC is short-term; you can see the impact of a campaign in a day or two.
- SEO traffic is earned, meaning you can maintain your site’s position with ongoing optimization efforts and minimal additional costs. PPC traffic is paid for, meaning it will vanish as soon as you stop paying.
- SEO results typically compound over time, while PPC does not.
- Most of the terminology, tactics, and tools are unique to each channel. That’s why you won’t find any agencies or consultants that can do both really well.
- SEO involves upfront costs and ongoing investments in content creation, technical improvements, and link building. No direct costs are associated with clicks or traffic. PPC is the opposite — it involves bidding on keywords and paying for each click.
- You have less direct control over SEO rankings as they depend on search engine algorithms. PPC provides more control over visibility and targeting. Advertisers can adjust bids, targeting options, ad copy, and landing pages to improve performance.
- SEO success is measured through metrics like organic traffic, keyword rankings, and Domain Authority (DA). We measure PPC performance with click-through rates (CTR), cost per click (CPC), conversion rates, and return on ad spend (ROAS).
SEO also yields a considerably higher click-through rate. Backlinko studied 4 million Google search results and found that the average CTR for the #1 position was 27.6%. The average Google Ads CTR across all industries is just 3.17%, making users about 9x more likely to click on an organic search result than a paid one.
When to choose SEO vs. PPC
When to choose SEO
Practically every business needs organic traffic. It’s far and away the most sustainable way to build a foundation of continuous website traffic and online sales.
But getting a return on that long-term investment requires strategic application of SEO and content marketing. There’s a time and a place to choose SEO over PPC.
In all of the following cases, an SEO strategy is the best for achieving your goals:
- Long-term strategy. If you’re looking to build sustained organic traffic and brand authority, SEO is the way to go.
- Budget constraints. With a limited marketing budget, the initial investment in SEO may be higher. But after you get the ball rolling, the traffic is essentially “free”.
- Building authority and trust. Users tend to trust organic search results more than ads, which leads to higher click-through rates and engagement.
- Informational search queries. SEO is ideal when users are looking for information, rather than products or services (e.g., “Should I use SEO or PPC?”).
- Content-rich websites. If your website relies heavily on content, (blogs, comparison pages, or guides), SEO will help you rank for a wide range of keywords.
- Local search. Optimizing for local SEO can drive foot traffic and local leads. Google My Business and other local directories play a crucial role here.
- Competitive markets. In competitive markets where the cost-per-click (CPC) is extremely high, SEO is the most sustainable approach.
When to choose PPC
There are also scenarios where PPC is the better choice:
- Short-term campaigns. PPC will get the instant visibility you need if you’re running a flash sale, promoting a limited-time offer, or using a lead magnet to capture customer info.
- Product launches. PPC is ideal for getting an immediate influx of website traffic and sales for a new product or service.
- Targeted advertising. You can segment your audience by demographics, interests, location, and even devices to reach searchers who are most likely to convert.
- Testing and optimization. You can quickly test different ad copies, landing pages, and targeting options to see what works best.
- Retargeting. Google Ads allow you to retarget users who have previously visited your site or engaged with an ad. This boosts conversion rates for mid-funnel and bottom-of-funnel traffic.
- New and content-deficient sites. If your site only has a few pages or just launched, it’ll take even longer to build search authority. PPC can drive traffic and leads while you work on SEO.
- Highly-commercial keywords. If the ad space takes up the entire first scroll of the SERP, you’ll capture a lot of clicks with paid search.
- Measurable results. You can track impressions, clicks, conversions, and other KPIs to know right away which keywords are worth bidding on and which aren’t.
SEO and PPC can (and should) work together.
In the SEO vs. PPC debate, the reality is you need an integrated approach to build a full-funnel marketing strategy. They both play fundamental roles in lead generation and demand generation.
PPC campaign data can inform your SEO strategy. For example, you can target high-performing keywords in PPC for organic optimization. And you can use Google AdWords to validate keywords, content topics, and landing pages before investing in them for your long-term SEO campaign.
While waiting for your SEO efforts to bear fruit, PPC can provide immediate visibility and traffic. Since it’s great for product launches, event marketing, and seasonal campaigns, it’s also an essential component of your GTM strategy.
If you have a big enough audience to work with, you can even use paid ads to retarget organic visitors who left without buying anything or booking a call with your sales team.
Not to mention, combining both strategies allows you to cover more keyword variations and search intents, maximizing your reach across different stages of the buyer’s journey.Work with us for SEO, and we’ll help you connect the dots between organic search and all your paid channels.