SEO vs PPC – Search Engine Optimization & Pay Per Click Comparison

There are two options to driving traffic to the website, organic traffic and paid traffic. Organic traffic comes to the website from Search Engine Optimization (SEO) and paid traffic comes to the website from Pay Per Click (PPC). To understand easily, organic traffic that is SEO is FREE, and paid traffic that is PPC costs you.

People are often confused about which method to use to gain website traffic. But it is important that prior to making a decision, you should know about what are the distinction, advantages, and disadvantages of carrying SEO and PPC. In this article, we are going to explain detailed information about SEO and PPC. 

SEO VS PPC

What is Search Engine Optimization (SEO)?

Search Engine Optimization (SEO) is the process of improving the website’s visibility or ranking to drive organic website traffic from search engines. SEO includes lots of different activities from the technical improvement of the website to website content Creation Search EngineOptimization is a slow and step-by-step method that you have to do continuous work to get a better result. It may take months to start getting traffic depending upon the keyword you are focusing on.

On-Page SEO

On-page SEO is also known as “on-site” SEO. is the process of optimizing different parts of your website that affect your search engine ranking. Where your website appears in search engine results pages is dependent on various ranking factors which including website accessibility, page speed, optimized content, keywords, tags, etc.  It’s an activity that you need to do on your website.

 Off-Page SEO

Off-page SEO is also called off-site SEO refers to actions taken outside of your website to improve website rankings within the search engine results pages(SERPs).  Optimizing for off-site ranking factors involves improving web crawler and client view of a webpage's popularity, relevance, reliability, and authority. This is accomplished by other reputable places on the Internet (pages, sites, people, and so on.) linking to or promoting your site, and effectively support for the quality of your content.

SEO Checklist

Pros and Cons of SEO

SEO Pros

• SEO traffic is free of cost.
• SEO traffic is considered to be more stable and relevant.
• SEO leads to a better user experience.
• SEO is a primary source of leads.
• SEO brings higher close rates.
• SEO promotes better cost management.
• SEO builds a better brand credibility.
• SEO helps you ahead of the competition in the long term.

SEO Cons

• SEO takes a long time.
• SEO results in a low conversion rate compared to PPC.
• SEO has no guarantee for the #1-page result.
• You cannot have full control over users.
• You may get affected by the Algorithms.

What is Pay Per Click (PPC)?

Pay Per Click is the paid marketing model where advertisers pay certain money on the basis of ads click. PPC is the process of buying visitors through different platforms. One of the best examples of PPC is search engine advertising using Google AdWords. As the name suggests, advertisers have to pay according to the click they get.

 Pay-per-Click advertising is seen by many as one of the best ways of promoting a business Internet. It is considered as the first logical step to be taken by marketers and entrepreneurs in testing keywords profitability and ROI before they tried their hands-on Search Engine Optimization or SEO. However, just like SEO, PPC also has its advantages and disadvantages. Before you venture out into PPC, it is a smart thought to know its advantages and disadvantages first so you can make the most of it.

PPC Marketing

PPC Pros

• PPC gives you fast results.
• PPC results in a high conversion rate.
• PPC does not involve technical tasks related to the website.
• You can control your ads.
• You can target specific (Geographical, Demographical) audience.
• Free from search engine algorithms updates.
• PPC Gives You Measurable Results.

PPC Cons

• It is NOT FREE.
• PPC Costs high – more you pay more you get the results.
• You get traffic as long as your campaign runs.
• PPC can be quite complicated.

SEO Vs PPC Comparison

Search Engine Optimization (SEO)	Pay Per Click (PPC)
You can do it FREE	You have to pay
Search Engine Optimization is long term game.	You get results quickly
Low conversion rate	High conversion rate
SEO gives stable traffic	PPC will run as long as you pay
Works on "More effort, more traffic" principle	Works on "More money, more traffic" principle
It involves lots of technical improvement in the website	PPC expert does not have to be involved in detail technical improvement of the website
A search engine will decide which content to show on top based on the keyword phrase relevancy	Optimized to a specific keyword
SEO requires lots of relevant posts, pages, media files, thorough content,	PPC not necessarily have lots of posts, pages, media files.
It is an ongoing effort, the long term strategy that requires new content and a good user experience	It is the campaign for a certain period of time.

Conclusion

We know how PPC and SEO work in the business. But when it comes to picking up between two, both are great options. Just you need to do is figuring out what are your objectives or targets. For long-term business, it is quite a good option to invest in SEO, but for instant result and time-bound business, you better go for PPC option. 

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