With marketing styles and algorithms constantly changing, it can feel difficult to know what’s what, even more so when SEO and PPC are basically two sides of the same coin. So how do you know when to use one over the other? Should you stick to one or use a mix of both? We’re here to answer these questions and more to help you understand the benefits and differences between organic search and paid search.
What is The Difference Between SEO and PPC
SEO is a marketing method that optimizes elements of your website to increase visibility on search engines, while PPC, standing for pay-per-click, is ads you pay for. Pay-per-click advertising centers around a company paying each time a person clicks on the ads that pop up on search engines, taking that client to your website, whereas SEO focuses on creating and promoting content that matters. Both methods have their downsides and upsides—but how do you determine which is right for your business?
Benefits of Using Pay-Per-Click:
- Offers quick results
- Paid search ads appear above organic rankings on SERPs
- Easily pinpoint a target audience
- Paid search ads can be created in days
Benefits of Using Search Engine Optimization:
- Targets different sale funnel stages
- Organic search traffic is stable
- Creates long-term change and impacts your business
- Builds brand authority
When to Use SEO and PPC for the Best Results
Determining which search strategy is right for your business could be the key to success. Unfortunately, there’s no one size fits all—it depends on many factors. In some cases, organic search can build your company better, but for others, paid search helps them reach their goals at the rate they want to. In many cases, a mix of the two helps them accomplish their goals.
Use SEO strategy if you have a cost-efficient marketing budget but want to invest time into building brand credibility with search engines and clients. Organic search is best for improving the quality of all content on the website, from blogging to collection descriptions. While it may be a slower increase in terms of online traffic, many customers scroll past and skip the paid-for ads on Google. Organic marketing tactics help create a personal bond between a client and your brand and a long-lasting relationship with search engines to secure your visibility online.
Use PPC if you’re interested in speedy results or are advertising a time-sensitive offer, like a short-term holiday sale. Paid ads appear at premium positions on a search result page, created by specific demographic and keyword targeting, to present your business to the right people at the right time. While it’s less of a long-term marketing strategy (unless you can afford to pay for every product or page you want to be advertised), paid search efficiently directs customers straight to a sale.
Understanding the difference between SEO and PPC is often the first step to creating your marketing strategy, whether you use one or a combination. Investigate the benefits and learn whether organic search or paid search is right for you!