SEO vs PPC - Which is better?

Fire vs Fireworks

You want your business to be visible online and you want relevant traffic coming to your website. Both SEO (Search Engine Optimisation) and PPC (Pay Per Click) can help you achieve visibility and relevant converting traffic - but in very different ways. In fact, they often work extremely well together in harmony.

Unfortunately, seemingly tight marketing budgets and limited timeframes mean many businesses feel they can not invest in both of these great marketing channels. However, this doesn’t have to be the case.

For now, let’s explore their key differences.


PPC is like fireworks

Fireworks immediately give you a big bang but they're short lived if you don't keep paying for more.

SEO is like fire

Fire is far less noticeable at first but once it spreads it can become bigger and more impactful than even the largest fireworks.

SEO is ideal if... want long term results. An investment in expert SEO means your business will naturally be visible to your audience, without paying directly for placements in search results. The results will require more patience; however they will be far more impactful in the long run.

As time goes on, your website will show for an increased number of search terms, and this extended reach will result in increased brand recognition, increased traffic and conversions.

Another benefit is that your business will look more reputable and authoritative to your target audience - after all, your website is ranking in natural search results as picked by Google itself. SEO = sustainable growth.

PPC is ideal if... want quick results and maximum control. With PPC, you have the ability to instantly get your business in front of your target audience as an ad, bidding money for its placement. Unlike SEO, which takes lots of dedicated time and effort, your PPC campaign can be up and running in no time at all.

In addition to its time saving benefits, you have more flexibility with when and where your business appears in search. With in-depth audience and keyword targeting, you can guarantee your ad is being shown to relevant users on select days and at specific times if required. Depending on your budget, you can enhance your bids to be more competitive and target those most likely to convert. They can also be turned off and on whenever you please - perfect for special offers.

SEO Pros Makes you an authority Accumulates over time Increases brand awareness Cost effective Improves traffic Grows with your business Increases market share Keeps you competitive Provides customer data SEO Cons Takes time Requires expertise Needs experience to measure
PPC Pros Instant results Targeted Available across platforms Easy to turn off and on Set budgets Only pay for interactions Provides customer data Allows remarketing PPC Cons Requires expert management May be stopped by ad blockers Can be expensive

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SEO or PPC - why one or the other?

There will always be pros and cons. But when it comes to SEO and PPC, we don’t believe you should have to pick one or the other. The trick is to find a balance that works for you.

If you need customers immediately, PPC can bring in more customers to fund your SEO work. Once your website’s SEO starts producing better results, you can scale back your PPC to bring in only the most promising leads and reinvest the money saved into more SEO.

SEO complements PPC and PPC makes up for early shortcomings in SEO. They are the perfect pair to help your business succeed online.

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