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SEO vs PPC. Which one is better to market business online?

Which is better, SEO or PPC? This has always been a big question, as people sometimes don’t know which one is better for their business. A good digital marketer won’t think too much about this. Proper research according to your business objective, gives you a clearer picture of what should you go with.

I am in SEO for 8 years and I have always been an admirer of organic traffic, but it doesn’t take me away from the fact that every business has its own objectives and requirements. If your main purpose is to increase sales instantly, you can always go with PPC. If you have patience and you see more potential in organic traffic, you should go with SEO. SEO always requires less budget and PPC charges you every day. But let’s not differentiate it in a single line. A quick study about the pros and cons can lead you to make the best decisions for your business.


SEO helps you to get organic traffic via search engines and that traffic is completely free. When users are redirected to your website from search engines, you won’t be charged anything. The second option is the paid one. As the name suggests, you will have to Pay-per-click to search engines. When a user finds your ad and clicks to open your website, you will be charged for that single click. In many cases, Search engine optimization and Search engine marketing, both provide the best results when aligned strategically.

Pros of SEO (Advantages)

Credibility and trust:

Your website gets more credibility as it’s in SERPs because you have won the trust of Search Engines. Search engines have their own algorithms and parameters to give websites the positions in organic results. Search engines always like to deliver the best results to their users, they always show the most relevant websites to their users.

More Website Traffic:

Higher website traffic gives you an opportunity to guide the users more about your brand. Through the landing page, you can lead your user to know about the benefits of buying the products from you.

It is one of the major advantages of organic traffic, that you don’t have to focus on sales while creating a landing page. You can write an article and get your users landed on that page and you can lead them to your sales form.


SEO helps you to drive your brand awareness among your potential audience. You can appear in search engines just like PPC with less or without any cost. It gives you an opportunity to appear in the search engines on more keywords without worrying about any budget. It works like a broad matched keyword in PPC which takes a lot of budgets and helpful in branding.


For SEO, you won’t be charged per click. This makes it the most cost-effective marketing technique than any other form of marketing. Visibility in search engines for your targeted keywords puts your business in front of potential customers, this makes SEO the most relevant way to increase brand awareness and sales.


In PPC, when you stop paying, you are no longer stays in search engines. As soon as your budget is over, you will not see your ads on Google. SEO gives you the advantage to stay for a longer time even if you stop working. SEO sustains your website in the search engines for a long duration even when you stop paying or working. When you get organic clicks, your website’s rankings get improved but when you get more clicks on your ads your budget is consumed and you may get a lower rank in ads.

A better click-through rate (CTR):

More than ads, users click on organic results due to the credibility and trust mentioned above. It improves your click-through rate and Google gives you a better chance to improve your ranking in SERPs. If you are ranked high in organic results vs you are ranked high in ads listings, there are pretty much chances that you’ll get more organic clicks.

A better return on investment:

SEO isn’t as costly as PPC and it certainly can give you better results than PPC. Therefore, it helps you improve your ROI by minimizing your cost and maximizing your sales and profit.


People search for many different queries every day. There might be some questions related to your business. By answering them in your blog sections, you may answer the queries and get some new customers. You definitely will not like to pay for these particular keywords but with the help of SEO, you can cover all the queries and gain a new customer base without spending a big amount.


SEO is vast and can be helpful by engaging customers with all their commercial and informational queries. When the customer reads about the service or product you are selling, on your website, you will automatically gain his trust over you. This is how a sales funnel works. That informational article he is reading on your website can lead him to buy your product. That connection between you and your customers helps to make you a brand.

Cons of SEO:

A Slow Process:

Depending on the competition, SEO can take weeks or months. This is the biggest disadvantage of SEO. If your competition is high and it’s with giants, you need to think twice before SEO.


Gaining organic traffic is no easy as it requires a lot of content. Creating content is similar to creating your assets but obviously, you need to arrange and manage all the resources. You may need good designers to create image content and you will also have to hire a content writer if needed. Gathering all the resources and managing them may need much more money than you think.

Pros of PPC

What is the real difference between PPC and SEO? How much difference is there between PPC and SEO? Let’s observe all the differences by reading the pros and cons of PPC below.

Ad Position:

 The proper ad and a good quality score can get you the best ad ranking. On the desktop, a user sees a maximum of 4 ads before the organic rankings and on the mobile, this number is 3. Even a user clicks on your ad or not, he will have to cross these ads before seeing the organic results. You always have an opportunity to make your ads look more reliable, attractive, and trustworthy.

Improved ads:

PPC ads are becoming more effective with every update. While creating an ad, you get more options to increase your ad visibility. Search engines allow you to create more attractive ads and cover more space on the results page. You now get options to add extensions like Sitelink Extensions, Call Extensions, Call-out Extensions, Structured Snippet Extensions, Location Extension, Price Extension, App Extension, etc. You can create your ad according to customers’ demands and search intent.

Shopping ads are a better version of Google ads. It gives you an opportunity to directly sell your products. Shopping ads and other improved ads help getting a better click-through rate. These visual shopping ads are best if your only focus is to sell your product.

Example of shopping ads

Instant Results:

PPC allows you to create a campaign in days. You can start getting leads from day one. Where getting organic clicks can take months, PPC helps is there to give you an instant result. With the help of “Exact matched Keywords” you can just focus on sales and get quality leads focusing on sales only.


Search Engine ads help you build your brand when your advertisement is right. The relevant users will be able to see your ads when they search about the product you are selling. It adds value to your brand when your ads are above or nearby renowned brands.

Target Options:

PPC allows you to target your potential customers through keywords and location. You can anytime add new keywords, choose the time to run ads, choose your locations, User behavior, device, language, days, etc. Through retargeting, you can show your ads to the users who have already visited your website but haven’t made any purchase.


Many advertisers think that PPC is always expensive but when the ad is optimized right, ROI can be best and fast. When you try to run ads for your city or a particular small location, running ads can be a cheaper way to get instant leads. When the sets of keywords are chosen perfectly, the quality score of your ads increases. With the best quality score, your ads will always ask for less money and will give you the maximum leads.

Cons of PPC:

Constant Investment:

As the name suggests, you constantly need money to pay per click. Every click requires money and sometimes the money can be absorbed quicker than you expect. Your ads won’t show up once your daily budget is dried up. When we compare it with SEO, it can feel like a bad deal. Obviously, you have to keep working continuously in SEO to keep your competition at the bay, but organic traffic can be vaster and can bring you more and quality leads.


Your competitors can make your bid higher every time they increase their budget. Your ads can go costlier according to the bids of your competitors.

Easy to Copy Ads:

Your ads can be easily copied by your competitors. If your competitors come to know about your ads, they can shift their budget to PPC to give you tough competition. Undoubtedly, your ads can be copied as those are in public domains. Your message to your potential audience can be limited. Your complete funnel can be evaluated by your opposition.

Most of the cons of PPC are cost-related. It can insist you to spend more budgets on your daily ads. So if you have a solid investment to cover the acquisition costs, you are good to go with PPC.


The answers will be different according to the unique situations of businesses. It completely depends upon the nature of the business and your requirements.

For example, A local business can get good leads as its competition is other local vendors. Because of small competition, websites can be ranked in less time.

If you have an online eCommerce store and your competition is the big giants like Amazon, Flipkart, or eBay and you think giving them competition in SEO will be a time taking process, you can instantly run your ads just like your competitors are running.

We are a Digital Marketing agency in Nottingham, UK and for us, SEO and PPC both work best because they support each other synergistically.

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