Pay Per ClickSearch Engine Optimization

SEO v/s PPC: The Truth Every Business Need To Know

SEO (Search Engine Optimization) and PPC (Pay Per Click) are the two most important aspects of promoting your products and services online. It is said that the organic traffic generated from SEO is free, but the traffic generated through PPC is not free as you to pay a cost per click. But, do we need both or just one for ranking on the top in search engine?

The answer is if you carry out both of these marketing strategies correctly, then they can get you on the top of the search engine results. Like, if the startups and small business owners can start with the SEO. Once they get branded traffic, then they can implement PPC strategies to attract more visitors. The mid-sized and big companies can implement both these strategies together to achieve maximum results. However, there are a few things that are still unknown to the business owners, or some might have forgotten the truth relative to SEO and PPC. With this detailed article, you can get a proper insight into the working of the SEO and PPC.

SEO v/s PPC: A Few Considerable Truths

The PPC and SEO experts are of the view that their marketing system works better than others. The two experts always criticize the other traffic generating system as they think that only their methodology can generate more traffic than the other. But, the truth is you may use any technique or methodology, but their real aim is to push traffic to the customer’s website.

The website owners who are unaware of the traffic-generating technique can opt for SEO or even PPC according to their company requirements. It is seen that if both of your campaigns run for a more extended period, then the website gets fully optimized and even the CPC and CTRs scores get better. Let us now see some of the forgotten truths that may help organizations get a better insight into SEO and PPC.

1. Both of Them are Irreplaceable

PPC and SEO cannot replace each other. Both of them come with their own set of pros and cons. Like, PPC can drive unbranded traffic to the owners’ website whereas the SEO can drive the branded traffic. Moreover, if you have some extra bucks, then you can opt for PPC and for startups they can rely upon the SEO. You can even take the services from the SEO company.

Like, if you have some 10 projects and you want to gain a top slot on a search engine, then PPC is the fastest way to do this. SEO might not push your company to the first page because of the cutting-edge competition. On the other hand, it is seen that people over the internet click on organic SEO results rather than Paid Ads. Although, PPC and SEO follow distinct methods and they have their own set of strengths and weaknesses, but they cannot be replaced entirely.

2. You cannot Stop Investing in One Approach

A few companies think that if they stop investing in SEO or PPC, then one of the traffic generating approaches will pick up the void created by another. Altogether, it is not a zero-sum game as both methods attract the different amount of leads and push traffic to the business’s websites.

Moreover, many businesses reach out to the SEO company to use SEO for driving traffic and not to use PPC as they have to spend money on per click. But, the results may get affected as in some low performing areas PPC is required as it can promote the website on the first page and put in top results. SEO may not push results in this field so investments made in this method may end up in vain. It is necessary to seek market competition before opting for any of the traffic generating approaches. So, the slack cannot be filled either by PPC or SEO, but the experts have to get a deep insight of the market position of the business.

3. Nothing is Free

A relative argument is that SEO is free, and PPC is paid and expensive. But, the truth is to reach out to a large number of viewers, along with the efforts and time you have to pay money for receiving SEO service. Nothing comes free as every online promotion and traffic generation service needs some investment. The business owners who are using PPC for promotional purposes and if the users click their Ads, then they have to pay for every advertisement. Moreover, if the professional PPC service providers manage their accounts, then they have to pay the fee too. So, if you want these two approaches to bring your website on the top of Search Engine Results then you need to pay to the SEO manager or the PPC expert.

4. Analyze Statistics Carefully

The statistical analysis of the SEO or PPC needs to be analyzed carefully before coming to any conclusion. Most of the time the SEO experts may tell ask you to stop investing in the PPC campaign, but they may not see the new visitors visiting your website or the ads that are leaping the internet. Like, a lifestyle store SEO expert stated that the PPC is not retrieving any results as it’s traffic was not having good site engagement.

But, when the specialists from the SEO company analyzed the results, the statistics showed that the traffic was generated but only through “call-only campaigns.” As the traffic generated through this campaign is not directed to the website of the lifestyle store, so it was marked as the low site engagement by using PPC. Along with this, the client ignored the new visitors that were visiting the site through “call-only campaigns.”

So, if the company would have stopped the PPC campaign, then they may lose on these visitors too. It is advisable to the businesses that before they stop either PPC or SEO campaigns, they must analyze all the statistical results carefully. If they are not aware of the best techniques or methods then they can reach out to professional SEO services the USA for an insider’s result.

Final Words- What To Choose?

Most of the companies are always in a dilemma on what strategy to choose whether PPC or SEO. Many experts even mix these two approaches as they start with PPC as it brings immediate results and then after a long time for pushing branded traffic, they use SEO services. But, SEO and PPC, if harnessed together, can bring better results instead of applying them one by one.

Moreover, it is necessary to invest in both the traffic generation approaches as it will not only generate the right amount of leads but also provide success to the clients too. The online businesses instead of just spending the whole of their money on PPC or just SEO can spend equal amounts so that in the long run they can see the remarkable growth of their business. SEO or PPC are not substituted for one another, but they are the strong pillars on which your marketing campaign can run successfully.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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