PPC vs SEO: The Differences & Why You Need Both

If you’re running a small business, you probably know how important the first page of Google’s search results can be. If you aren’t on the first page—and at the top of the first page, at that—your brand might as well not exist. In fact, one study found that the first organic result alone gets a whopping 28.5% click-through rate!

When you’re struggling to get to the top, news like this can feel frustrating. After all, it can be hard to tell which strategies can help you climb higher in the rankings.

When it comes to PPC vs. SEO, which should you choose? Is an organic strategy better than a paid one? Let’s take a look at the main differences between these tactics, and why you should consider both.

What Is the Difference Between PPC and SEO?

Before we get too far into specifics, it’s important to have a broad understanding of how PPC and SEO are different.

What Is PPC?

PPC, which stands for “pay per click,” is a paid marketing tactic that can help you increase your brand’s visibility by paying. As the name suggests, PPC involves an advertising campaign in which you pay a set cost each time someone clicks on your ad.

These types of campaigns offer a few important benefits:

PPC campaigns offer immediate results: you’ll get more traffic to your desired page as soon as you start paying
Compared to SEO, you don’t have to spend as much time and effort creating a stream of unique, valuable content
PPC allows you to target specific users on a granular level
It’s easy to set up quick A/B tests and monitor results

With a better understanding of how PPC strategies can help your brand, let’s take a look at what SEO can do for you.

What Is SEO?

SEO stands for “search engine optimization.” This tactic doesn’t require paid services, as it instead focuses on making subtle enhancements to your brand’s website and content strategies. You may hear this strategy called “organic search,” meaning that the changes are natural and not paid.

There are a few key benefits to using SEO in your marketing strategy

Though SEO campaigns don’t offer immediate results, they can help you see a long-lasting, consistent boost in ranking
SEO strategies don’t require the hefty advertisement budget of a PPC campaign, meaning a higher overall ROI

These clear advantages make SEO a great option for small businesses and anyone just starting to build a brand.

PPC vs. SEO: Why You Need Both

Now that you understand the basics of these marketing strategies, you might be wondering which option is better for your brand.

In general, SEO is an absolute must for any business, with PPC as a close second. While it may be tempting to focus your attention on just one of these tactics, the truth is that using both of them in unison can offer your business incredible results.

Pairing the benefits of PPC and SEO means getting the best of both worlds. A PPC campaign, for example, can help you target your specific audience and see fast results on the front end, while investing time in your SEO campaign can help you make a more consistent climb to the top of the rankings.

Let Us Help You Find the Right Strategies

The bottom line is this: if you’re struggling to decide on a PPC vs. SEO strategy, it’s always a good idea to consider both. Better still, you may want to consider putting your campaign in the hands of seasoned experts!

When you’re ready to help your brand rise to the top of the search engine results, our team is here to help. Check out our site for more information on our internet marketing services, or reach out to us for a free consultation today.