August 2, 2022

PPC Or SEO Which Is Better?

Pay-per-click (PPC) advertising and search engine optimization (SEO) are leading strategies for driving online traffic. On the one hand, with PPC, a site owner can place ads online that target a particular demographic. Conversely, one can utilize techniques to attract visitors directly from search engine results with SEO. Both strategies have their merits and drawbacks, so a natural question is: PPC or SEO which is better?

Pay-Per-Click (PPC)

The PPC model uses a tried-and-true approach to generate visits to a website. An advertiser places an ad online (either on a website or in search results) and pays the location’s owner when the ad receives an interaction. The advertiser can switch the PPC ad on or off with nearly instantaneous results. In addition, the acute granularity of targeting a specific, niche community with a timely offer is attractive in many situations.

PPC ads can also appear above the first organic listings on the search engine results page (SERP). Accordingly, PPC ad campaigns can direct significant traffic to a site; however, every PPC effort requires a budget. Once site owners have spent the allotted budget, they can find themselves without a significant uptick in long-term buy-in. Site loyalty can be more challenging to build using PPC. Sponsored ads are often short-lived and do not offer the validation of a trusted third-party source.

In some situations, a website may require efficient, targeted advertising to draw a crowd. In such cases, PPC is the appropriate method to increase visitors to a site.

Search Engine Optimization (SEO)

With users conducting billions of online searches daily, website owners are interested in appearing close to the top of search engine results. The higher a search’s listing, the more likely it is to gain visitors. Therefore, the strategies employed by SEO play a significant role in determining a website’s usage statistics.

SEO is an ideal strategy for website owners who want to develop a lasting presence because a high ranking equates to consistent, ongoing traffic. However, increasing a site’s ranking takes time and effort, and website owners must spend capital researching and implementing effective SEO.

Suppose a site can achieve and maintain a prominent position. In that case, the third-party validation of a search engine comes with rewards. Search engine validation usually equates to increased reputation and suggests higher quality. Visitors can be skeptical of going to websites they don’t know. If loyal visitors are a top priority, then SEO is an indispensable tool. Just be sure to avoid these outdated techniques.

PPC Or SEO Which Is Better?

PPC and SEO are viable and robust options for driving visitors to a website. Which one to use is best determined by the nature of the project’s objectives. PPC is fast and targeted, while SEO can yield dependable results. Anyone can implement a targeted ad, but earning a top search ranking requires more effort over a longer time horizon.

In the competition of PPC or SEO which is better, the answer is to understand both tools and employ their strengths accordingly.  

About Shirish Agarwal

Shirish Agarwal is the founder of Flow20 and looks after the PPC and SEO side of things. Shirish also regularly contributes to leading digital marketing publications such as Hubspot, SEMRush, Wordstream and Outbrain. Connect with him on LinkedIn.