Even the best brains in marketing are often faced with the question, SEO or PPC – which would be best for my business? While this is not a question that can be answered in a one-liner, it is important to understand what exactly SEO and PPC are and how they can help in growing your business to epic proportions.

We have all heard about those awesome Internet success stories of small and medium enterprises making it to the big league with fabulous online marketing practices. Having a robust marketing framework in mind by figuring in the latest digital marketing trends and tools, one can actually attain the zenith of success for their businesses if the marketing tactics are put to right use.

Putting an end to all such confusion regarding PPC and SEO, here is an analysis of how each of them works towards bringing in growth for your business, and the best practices among them that can work as a marketing tactic most suited for your business needs.

The power of PPC in marketing

PPC or Pay-Per-Click is a form of paid advertising strategy on the Internet. Through PPC, you have to pay for directing traffic to your website with the help of the search engines online. PPC marketing lets you pay for advertisements featured on the SERPs (search engine results pages). Yahoo Search Marketing and Google AdWords are just two platforms providing you with the PPC services for the SERPs.

The sponsored results section in a SERP displays your ads, and you need to pay a predetermined fee (that is calculated based on the nature of your keywords) each time that a visitor clicks on your ad to go to your website.

Here are the perks that an effective PPC campaign as part of your online marketing strategy can bring to your businesses.

• Better ads with PPC
You can have a world of options when it comes to PPC marketing. You will be able to determine the placement of the links, callouts, call buttons and many more through PPC. In fact, it is awesome to have control of the placement of visual content such as videos or images for your products or services through PPC.

• Attaining top spots in SERPs
The positioning advantage of PPCs has made them ever-popular marketing tactics for online marketers. When your customers search for something on a typical search engine, they get to see at least three (for mobile) to four (for desktop) ads at the top of the SERP, way before the organic links or content ranking starts.

• The matter of visibility
When you pay for ads to appear at the top of the SERP, you get a chance of getting noticed by the right kind of people who can help you make your business grow. As for the people scrolling past your ads to the organic links related to their search queries, even they bring in day-end dividends for your business in terms of brand recognition and recall value in the minds of your consumers.

• Options for targeting
If you wish to cater to a targeted audience segregated through your ads, then PPC is the right platform for you. From geographical location to age groups, you can cater to various customer demographics separately through a smart PPC campaign, and it will also help you manage the marketing budget of your company to a great extent.

• Quicker conversion rates
Since PPC places your ads right at the top of the SERPs, it results in much quicker conversion rates for your business. The likelihood of customers seeing what they require in your ads is high through PPC, and thus they will be able to visit your site and purchase your products quite easily if you have a good PPC strategy working for you.

• Offers business agility
Whether it is a new product that you want to test out or a new form of services that you wish to introduce, you will be able to do it all using PPC. It offers a more agile form of marketing due to the factors of visibility and laser targeting your audience, so it results in better conversion rates.

• Stable form of marketing
All in all, since money is involved, PPC promises to be a more stable form of online marketing than SEO because the latter takes up a lot of time. In terms of quick and guaranteed conversion, there is simply no beating PPC. In the long run, PPC conversion rates form the base of having a stable customer base and taking brand visibility to the next level.

Into the world of SEO strategies
SEO, on the other hand, is a form of an organic or unpaid marketing campaign that helps you secure higher rankings on the SERPs. Enchasing on the benefits that SEO can bring to your business may be time-consuming, but once you start raking in the increased business revenue through SEO, you will realise that investing time for SEO was well worth it.

SEO is all for driving targeted traffic to your website, and while reaching the topmost rank in the SERP for your industry may seem like quite an uphill task, smart marketing tactics come hand-in-hand with this form of content-driven online marketing.

Let us take a look at why SEO can prove to be a well-planned approach to online marketing for your business.

• Building your brand
SEO practices, when put to use cleverly, helps in building your brand as an established platform where your audience finds the answers to their problems. With continued efforts and revising your online marketing strategy at regular intervals, you can achieve a position of pride for the various search queries that your web pages can successfully answer.

• Creating brand awareness
Organic traffic comes through the SERPs and SEO puts your business out there in front of potential customers at the other end of the screen. Hence, SEO strategies work in ways that create brand awareness about the various products and services that you have to offer.

• Cost-effectiveness
It does not cost you a fortune to have an effective SEO strategy in place. However, SEO does not come for free either. Overall, applying SEO tactics to your online marketing campaign will be a cost-effective process as it does generate a lot of leads. It is a tested formula for driving targeted audience to your website thus making you earn more revenue.

• Targeted traffic to your websites
Driving business awareness becomes a lot easier with SEO when you have targeted viewers coming to your site. They get to be aware of the various range of products and services that you offer and are thus more likely to make a purchase while they are surfing through your SEO-optimised website.

• Better CTRs
Studies show that the percentage of consumers clicking on organic results is more than those who click on sponsored ads on the SERPs. Analysing such consumer behaviour trends online, the marketers can develop better SEO strategies that improve your CTR or click-through-rates, and you do not have to pay for each click as with PPC.

• More sustainable form of online marketing
As PPC solely runs on the money you keep rolling for them, it stops working the moment you stop dishing out the cash. With SEO, however, you do not have to worry about such issues as traffic generation, and retention happens through these strategies too. In fact, the longevity of the SEO strategies as effective online marketing tactics makes it a more sustainable option for small or medium business enterprises.

SEO and PPC – the two-pronged approach

Finally, it can be said that while PPC and SEO are both amazing online marketing strategies, there are greater chances for the growth of your business if you master the art of mixing them up in the right proportions. If you look at them separately, they have a lot of potential for unlocking target-driven traffic to your website, but when used together, this deadly combo ensures nothing but the very best for your business.

Here are the benefits that you get by using a clever online marketing strategy that combines both SEO and PPC.

  • You can increase the volume of traffic to your website by using the high-value keywords for both your PPC and SEO (organic) content
  • All of the keyword stats and conversion data from PPC can be linked to organic content, so it works for SEO as well
  • Landing pages and other advertisement copy from your PPC campaigns can be tested out in organic content for SEO as well so you can increase the overall CTR for your business
  • Important keywords (vital for your industry) that are not yielding results in PPC can definitely find a place in your SEO content, so you get the best of both worlds
  • Once they have spotted your ad through PPC campaigns, make the way to your customer’s minds by ranking up your website in the SERPs through revamping your organic content to fit SEO strategies
  • You can test out new keywords for products and services in PPC before you embed them in your organic content to see how they work out among your target customers
  • Lastly, you can benefit from having an overall confidence boost for your marketing team by working well with both paid (PPC) and organic (SEO) content raking in more revenue for your business

Leading digital marketing experts suggest an integrated approach towards online marketing through a combination of both PPC and SEO that works for most businesses, especially small and medium ones that run the risk of getting out-washed in the face of stiff competition from the industry bigwigs in their domain.

In conclusion
SEO and PPC are both very useful tactics for online marketing in their own ways. But market survey and a careful study of the online trends reveal that an integrated approach to online marketing through SEO and PPC is the best way to go.

SEO and PPC are both clever online marketing tactics, and it is a tough call when it comes to choosing between them. Since both of them provide multiple benefits resulting in great conversion rates, it is best to have a unique marketing strategy combining the best practices from both SEO and PPC for ensuring a flourishing business.


  1. Thanks Patric for a great article.. Always good to get a reminder of how and when to use SEO or PPC for best results. To test out new keywords for products and services in PPC before you embed them in your organic content is a really great idea!


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