Business CoachingDigital Media & PlatformsMarketingsmall-businessSEO VS PPC: A Comprehensive Guide to Which Is Right for Your Business

October 11, 2022by nicoleevansmcda1

SEO VS PPC: A Comprehensive Guide to Which Is Right for Your Business


Are you unsure if SEO or PPC will benefit your small business more?

Do you have a limited budget and NEED to make the best decision?

This thorough guide will analyze each method and assist you in selecting the one that is most suitable for you.

At the end, you’ll have all the knowledge necessary to make an intelligent choice regarding which is best for your business!



By inserting specific keywords and phrases in your content, you can optimize a website to appear higher in search engine results pages (SERPs). This method is known as SEO (or search engine optimization).

Creating content for your website that uses the terms and phrases you want to rank for is how it works.
Your website shows up in the search results when someone types in such terms.
Getting your website to show up as high up in the search results is the aim of SEO.

You will gain organic traffic from Google and other top search engines as a result of this. (Organic traffic is the volume of visitors who arrive at your website from “free” or unpaid search results.)

You benefit from SEO by increasing the visibility of your website in search results, making it easier for potential clients to find you.

That concludes the overview of SEO. However, is it the best approach for your small business?

We will examine both of those in this article, but let’s start with the benefits of SEO first. SEO has benefits, just like any marketing plan, but let’s start with the benefits first!

SEO’s benefits

Let’s look at a few of the numerous reasons why implementing SEO in your small business marketing strategy may be the ideal choice for you.

Cheaper Traffic
The first and most obvious benefit is the costlessness of organic traffic. Unlike with PPC advertising, you do not pay for each click.

This makes SEO the ideal choice for you and your company if you’re just starting out and have a tight budget for advertising.

More favorable conversion rates
One further benefit of SEO is that it typically has a higher conversion rate than PPC.

This is due to the fact that visitors who find your website organically are more inclined to believe in the legitimacy of your brand and be interested in what you have to offer.

Having your website at the top of Google implies that customers are far more likely to view you as a trusted source because people trust search engines to offer them the best and most reliable businesses. Thus, you benefit from increased views, clicks, and—most importantly—sales.

Stability in SEO
The outcomes of SEO are not based on your ability to pay because it is not paid search marketing.

You can keep up a steady flow of traffic and leads using SEO without having to pay for them all the time. This means that if you need to reduce your spending, you won’t have to worry about missing out on traffic.

SEO offers both a stable income future and enduring advertising. With SEO, your website will continue to receive organic traffic as long as you keep your position high. Paid traffic will stop as soon as you stop paying for ad space.

Organic Listings Increase Brand Authority
People are becoming less and less likely to react favorably to advertisements these days.

This is why achieving organic website rankings is crucial for establishing your brand’s authority.

People are more inclined to believe you are a reliable source when they find your company at the top of their search engine since they are aware that you haven’t simply paid to be there.

Additionally, SEO can support your company’s brand awareness efforts. People will begin to recognize your brand name once they see your website at the top of the SERPs.

People are more likely to purchase products from companies they are familiar with since they feel more comfortable and perceive them to be more trustworthy.

You can focus on the entire funnel.
Most importantly, SEO may assist you in focusing on the full buyer’s experience.

With the use of blog posts and selected keywords, you can use SEO to draw visitors to your site at the awareness stage and move them further down the sales funnel.

The primary benefit of SEO over PPC is that it can only target customers who are already familiar with your brand and at the bottom of the sales funnel, ready to make a purchase.

Cons of SEO


SEO sounds really promising at the moment. It is, too! However, there are some drawbacks to consider before selecting which of these tactics is best for you.

Here are a few drawbacks of using SEO.

It takes time!

SEO is not the solution if you’re searching for a quick fix or immediate results. It may take months or even years to see results from an SEO campaign.

When adopting an SEO plan, you must exercise patience and consider it an investment in your company rather than a quick means to get rich.

Changes in Search Algorithms
We are all aware of how swiftly technology is evolving today. in particular on the internet. The things that function today might not work tomorrow, and they might not even exist in a few years.

The same is true with SEO. The search algorithms are always evolving. You must always analyze the SEO of your website and adjust your strategy as necessary if you want to keep your ranking. This necessitates staying current with Google’s algorithm updates.

If you’re unwilling to put in the time and effort necessary for this, SEO may not be the best choice for you.

Skills Are Required
SEO is not a passive strategy. You’ll need to have a variety of tools at your disposal in order to implement an SEO plan effectively.

You must be able to in order to stay on top of your SEO:

  • Conduct keyword research to learn which search terms your target audience uses and how challenging it would be to rank for such terms.
  • Create content that is optimized for the keywords you want to target once you have a list of them in mind for your website. This calls for strategically placing the term on your website and ensuring that it is well-designed.
  • Build links: Search engines heavily rely on links to determine website rankings. You must continuously work to increase the number of high-quality websites linking to your website.
  • Track the statistics of your website: Without tracking the analytics of your website, you won’t be able to determine how effectively your SEO efforts are succeeding. You must monitor factors like the traffic to and conversion rate of your website.
  • Create new material on a regular basis: Creating new content on a regular basis to keep current can be exhausting, but it’s necessary if you want your website to rank well.


Although it could seem difficult, you don’t need to go through it alone! Website development companies like MCDA CCG, INC help take care of SEO so you can focus on running your business.


PPC, or pay per click advertising, is a form of internet marketing in which you are charged a fee each time a user clicks on your advertisement. The amount you bid for your chosen keyword will determine the cost per click (s).

How it works:

  • Your advertisement will appear in the sponsored results section at the top of the search engine results page when someone searches for a keyword you are bidding on (SERP).
  • Pay per click is a model where you only pay when someone clicks on your advertisement.
  • Getting your ad in front of as many people as you can, will help you increase traffic to your website.

PPC can be a fantastic way to attract leads, build brand recognition, and make sales. The fact that PPC is a paid advertising strategy and necessitates a budget must be kept in mind, too.

PPC Advantages

There are free choices available, so you might be thinking why you should even think about paying, but PPC offers a lot to offer!

Here are a few benefits of PPC to consider:

(Slightly) Quicker PPC
PPC may be a better choice for you if you need results right away compared to SEO.

Compared to an SEO strategy, you might see results from your PPC campaign far sooner. Some firms even start to see results after just a week! Naturally, this is based on your budgetary constraints and the level of market saturation for the terms you’ve selected.

PPC Ads are at the top!
Have you ever seen the advertisements that appear at the top of the page when you conduct a Google search? These are PPC ads.

They are more likely to be viewed by searchers than organic results because they are at the top of the page. That increases the likelihood that someone will click on your advertisement.

You Can Be Hyper-Targeted

PPC enables you to be quite selective about who sees your advertisement. People can be targeted according to factors like their location, demography, and even interests.

By doing this, you can be sure that the people who are most likely to be interested in what you’re selling will see your advertisement.

You Can Test Faster

PPC is a terrific tool to rapidly and easily test various elements of your marketing strategy.

You might make two ads with various headlines and compare how well they perform, for instance, if you wanted to test different headlines for your advertisement. The more effective headline can then be used in all of your advertisements.

Cons Of PPC

Of course, every method has its shortcomings. Listed below are a few drawbacks of employing PPC over SEO.

Every year, it becomes more expensive.
The average cost per click has gone up by more than 30% just in the past year! And there are no indications that it will slow down.

This means that in order to maintain the same results for your PPC campaign, you will need to increase your expenditure annually.

PPC Ads Require Regular Management
PPC advertising will stop running if you stop paying for them. This implies that you must be willing to invest time and money into managing your PPC campaign continuously.

PPC Margins Are Lower 

PPC advertising have lower profit margins than other marketing techniques because you pay for each click.

In order to make your campaign financially viable, you must ensure that you are targeting the appropriate keywords and producing a high enough conversion rate.

Which is better? PPC OR SEO?

Both the benefits and potential pitfalls of using SEO and PPC as marketing techniques for your company have been discussed.

Which finally stands out as the greatest choice? It depends, is the response.

Both are excellent.
Both SEO and PPC can assist you in achieving your marketing objectives, but the strategy you choose should be based on your unique requirements and objectives.

To assist you in determining which choice is ideal for your company, let’s take a quick second look at each one:

Use SEO If:
  • You should concentrate on brand recognition because SEO can assist you increase your presence in organic search results.
  • You want results that will last over time; an SEO strategy can have long-lasting impacts. After you reach a strong rating, you won’t need to keep buying advertising to keep getting visitors and leads.
  • You have a long-term marketing plan, and SEO need to be a component of that plan. Results take time to come about, but they may be worthwhile in the end.
  • You want to improve organic traffic: SEO is an excellent choice if you want to increase the volume of traffic that comes from organic search.
  • You’re on a tight budget: Last but not least, SEO is significantly more practical on a tight budget because it is not a paid marketing technique.
Use PPC If:
  • If you want quicker results: Keep in mind that you can nearly immediately notice PPC advertising outcomes.
  • You should swiftly test many elements of your marketing strategy: Testing multiple headlines, call-to-actions, and other elements is easy with PPC.
  • To create highly targeted ad campaigns, you should be very explicit about who will see them: With PPC, you may choose who to target based on their geography, hobbies, and demographics.
  • It’s important to produce as many leads as you can: PPC ads are more likely to be clicked than organic results because they appear at the top of the page.

Now that we’ve reviewed which approach would work best for you, there is one more choice we haven’t yet covered.

Both of them!

Who said there had to be a right or wrong answer? Both SEO and PPC advertising may have a place in your company’s marketing plan.

Use Both SEO and PPC If:

  • If you have the funds available, you may invest in both SEO and PPC and benefit from the best of both worlds.
  • You need results right away: By combining the two strategies, you may observe the effects of your SEO strategy while still generating leads with your PPC advertisements.
  • You should aim for different phases of the buyer’s journey: PPC can help you target customers who are prepared to buy, while SEO can help you target those who are still doing their research.
  • If you want to reach a large audience, employing both techniques will enable you to do so. Using only one method will limit your ability to do so.
Final Thoughts

There you have it! A thorough comparison between SEO and PPC. Hopefully, this has assisted you in selecting the approach that is best for your company.

In the end, practicing with both to discover which works best for your company is the best way to determine which strategy is best for you. Track your outcomes after running a PPC campaign for a month or two. After that, apply a similar method to SEO. You’ll have a better understanding of which marketing plan is best for your company once the experiment is over.

Who knows? Perhaps you’ll discover that your company gains the most from using both SEO and PPC into your overall marketing plan.

MCDA CCG, INC can help you are your business with all your marketing needs. Go to our website to find out more information,

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