SEO vs. PPC for SMBs





Did you land on this article trying to find out whether you should focus your marketing efforts on search engine optimization (SEO) or pay-per-click advertising (PPC)? You're probably wondering: Which is better for my business, SEO or PPC?

Making this decision is like choosing between two ingredients in the kitchen, say salt and pepper. Making the choice depends on what you're cooking.

Before you start assembling your search engine marketing's (SEM) ingredients, let's dive into the benefits of SEO and PPC, when it's best to use one over the other, and when you can use both (yes, just like salt and pepper)!

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First off: What is SEO?

SEO is the strategic process of optimizing your website to rank higher in search results.

While many factors affect when you'll see the results of your SEO work, it usually takes about four to six months before you reap the results of your SEO efforts.

SEO doesn't deliver results overnight, but it comes with a host of benefits.


SEO Example

3 Benefits of SEO

Let's explore three top benefits of SEO for businesses like yours.

1. SEO boosts your brand awareness and credibility

Ranking at the top of search results for relevant keywords helps more leads find and visit your site. It also gives your website credibility because searchers trust organic results. In fact, 70% of clicked search results are organic.

2. SEO brings high-quality traffic to your website

When site visitors land on your website via a search query, chances are, they are looking for something relevant to your business. Google wants to rank websites that give searchers the information they're looking for - so your site likely won't show up in search results if it's not relevant to searchers.

By ranking in search results, you are reaching Internet users who are looking for you, your products, or services. Identify the keywords that led searchers to your website, so you'll get an idea of what they're looking for.

3. SEO delivers long-term results

Unlike PPC, which stops delivering results once you stop spending, your website will continue to get traffic from SERPs with SEO. That said, SEO is a long-term commitment.

You can rank in SERPs today, but search algorithm changes and online users' habits also evolve. To keep your position in SERPs, commit your time and budget to a long-term SEO strategy, so you can maximize your ROI.


Now, what is PPC?

PPC is a form of advertising where you pay every time an online user clicks on your ad. Depending on where you place your PPC ads, they may appear in search results, labeled as ads, on websites as display ads, and on social media.

The cost-per-click (CPC) is based on how much you bid for the ad space and other factors.


PPC Example

4 Benefits of PPC

Let's look at four benefits of paid ad campaigns.

1. PPC can drive results fast

While SEO takes its time to deliver results, PPC can lead your target audience to your site in almost an instant.

2. PPC can target your desired audience

With PPC, you target the Internet users who will see - and possibly click on - your ad. You can target them by the keywords they used, demographics, and online behaviors.

3. PPC lets you capture prominent spots in SERPs

Search engines allow PPC advertisers to place ads above organic results. Just make sure you are bidding competitively on keywords relevant to your brand, so you can earn a high quality score.

4. PPC ads send visitors to conversion-focused landing pages

The organic SERPs are a list of pages that a search engine thinks are relevant to searchers. With PPC, you can direct visitors to designated landing pages where they'll find relevant information that encourages them to take action.

You can also test different landing pages to find out which version drives more conversions.


SEO vs. PPC: So, which is better?

SEO and PPC are better and more powerful together (just like salt and pepper)!

Some situations, however, may call for just one or the other. Use the guide below to determine when you should use SEO vs. PPC:

Implement SEO when:

  • Your budget allows you to only pick one of the two.
  • You intend to establish your brand's authority and credibility.
  • You want to maximize the ROI of a long-term commitment.
  • You have the resources and the time to create useful content for potential customers at different stages of their purchase journey

Pick PPC when...

  • You need leads ASAP for a time-sensitive offer or an event.
  • You are introducing a new product that competes with established brands.
  • You are launching a unique product that has low search volume.
  • You want your target audience to download your content and sign up as a lead on a landing page.

It's not always SEO vs. PPC. They can work together!

With a solid SEM plan that integrates both SEO and PPC, you are maximizing your investments on both. This lets you:

  • Dominate SERPs. You've optimized your website to make it to the top results of your relevant keyword. By having PPC ads for the same keyword, you are dominating the SERPs.
  • Learn valuable insights to further strengthen your SEO. Because PPC gives you immediate results, it also gives you immediate insights into the keywords that drive traffic and copies that lead to conversion.

Ready to whip up a revenue-driving SEM strategy?

Now that you know what SEO is and what PPC is, and when SEO and PPC can work together, it's time to get cooking! Craft a winning SEM strategy that gives you results.

Whether you're thinking about creating a long-term SEO project, launching a quick PPC campaign or an SEM strategy that integrates both, WebFX will be glad to help. Contact us online to speak with a strategist. Our team of [stat digital-marketing] experts is excited to work with you.

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