PPC vs. SEO: What You Need to Know

Increasing the traffic to your site can be handled the fast way, which is PPC, or you can use SEO methods. Both options are quite reliable.

As long as you educate yourself about the proper techniques, and execute them appropriately, you should get good results. The strategies are proven to work.

The Simple Facts

PPC stands for pay-per-click advertising. This is a fee-based advertising program. The fee is based on the competitiveness of the keyword you are working with. Each time a viewer clicks through to your site you are charged a fee.

SEO (search engine optimization) doesn’t have to cost anything. This is the process of building traffic by working to achieve higher rankings with the search engines. There is a strong focus on the use of keywords and link building. The goal is to get at the top of the SERPs (search engine result pages).

PPC is a very effective strategy – but it can be expensive!
PPC is a very effective strategy – but it can be expensive!

PPC – Pros & Cons


PPC can bring about very fast results. This is a great way to get immediate interest in a new product or website. Because PPC can generate huge volumes of traffic very quickly, it is a great way to get a steady stream of traffic needed for various testing purposes.


There is a definite learning curve to PPC. And although you can set spending limits, PPC can be very expensive.

Perhaps the worst thing about PPC is that when you stop paying, the traffic stops coming. So if your advertising budget runs out, your profits could suffer greatly.

SEO – Pros & Cons


SEO is a free way to generate traffic.

Proper SEO makes your site more appealing to search engines.

Benefits of SEO efforts will be realized for long periods of time.


SEO can take time to be effective. However, the efforts can have long-lasting effects.

Ranking algorithms are always subject to change. This can result in wasted efforts and loss of time related to SEO strategies.

How to Choose

Choosing whether to use PPC or SEO is not always easy. But there really isn’t a dilemma here – you don’t have to make a choice. You can choose to use both strategies if your budget will allow it.

In most cases, PPC should only be omitted if money is a concern. After all, this is a sure way to increase the traffic to your site. Just keep in mind that there is a lot to learn about PPC strategies. Many companies find it helpful to hire a PPC consultant because in order to get the most ROI, the campaigns require lots of direct, hands-on attention.

There is never a time that SEO should not be used. It’s free and it is effective, so it just makes sense to use it. SEO is especially ideal for times when the average click bid prices for a particular niche or industry are so expensive you cannot afford to be competitive.

A combined effect is awesome!
A combined effect is awesome!

Combine Them for Added Benefits

When you combine PPC and SEO, your website will see immediate increases in traffic, which will make it possible to make more sales. In addition, the site will increase in search engine rankings and brand recognition will be enhanced.

As the SEO tactics take hold, the PPC techniques are already working to make profits for the business. As the SEO measures become increasingly effective, it is possible to spend less on PPC.

How do you feel about combining PPC and SEO?

Debbie Allen is from the Louisville, Kentucky area. She is an online marketer, blogger, and writer who frequently shares tips about marketing strategies, reputation management, and other small business topics. Debbie also enjoys writing about topics related to the home, such as how to decorate a bathroom on a budget and choosing gutter styles to match your house.

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