SEO | PPC |
|---|---|
No direct cost per click | Paid cost per click |
Slower results, typically 3 to 6 months | Immediate results |
Long-term organic traffic | Short-term traffic, stops when ads end |
High click-through rate (CTR) | Lower click-through rate |
Targeting is based on organic ranking factors | Highly targeted by keywords and demographics |
Ad position depends on algorithms | Ad position is based on bid and quality score |
ROI is challenging to measure | ROI is easy to measure |
Ads are more credible than paid ads | Less credible and more prone to ad fatigue |
SEO is earned traffic achieved through optimized sites and effective content. PPC is paid traffic that bypasses the normal SEO process to get instant leads. It leverages keyword bidding to appear on top of the SERPs. The first five organic results get 67.60% of all clicks. With SEO, you must convince Google to rank you higher than similar content in a specific keyword. It’s a long-term strategy that could take months or years to manifest.
SEO builds a foundation for long-term traffic, whereas PPC drives short-term gains. It stops generating leads once the marketing budget is exhausted. Although the process is longer, SEO is more sustainable and cost-efficient. A study by Kapost found that after 36 months, organic search traffic is 5.66 times more valuable than paid search traffic. SEO leads have a 14.6% close rate, compared to 1.7% for outbound leads. PPC is instant, but it also requires a higher financial investment.
PPC advertising has business potential. However, it's not easy to learn and master. It's easy to get desperate and overspend on ads as a new advertiser. This is the reason I avoided it and turned to organic leads. Though it may take some time to see results, it's also more reliable long-term.
What is the Difference Between PPC and SEO?
SEO is a long-term strategy, whereas PPC is immediate. SEO uses organic methods to improve website visibility in search results. It focuses on optimizing content, site structure, and backlinks. According to Moz, there are over 200 ranking factors in Google's algorithm. The key elements are keywords, meta tags, and site speed. The popular tools used to achieve rankings are Google Search Console, SemRush, and Ahrefs. SEO is a long-term strategy. Most top-ranking pages are at least 2 years old. There's no direct cost per click, but the strategy requires continuous effort.
Pay per click works by crafting ads and selecting keywords relevant to offerings. Advertisers then place bids on keywords and indicate the maximum cost-per-click. When a user's search includes these keywords, a real-time auction takes place among advertisers. The victorious ads are displayed in search results or on affiliated websites. If a user clicks on a winning ad, the advertiser is charged their bid amount, and the user is redirected to the advertiser's designated web page. Throughout this process, advertisers closely track performance metrics, such as click-through rates and conversions to refine and enhance their advertising campaigns.
What is PPC Advertising?
PPC is an advertising model where advertisers pay for each click. Advertisers buy instant visibility through sponsored search results or display ads on platforms like Google Ads. Keywords, ad copies, landing pages, and bid management play a vital role in its success. The average cost per click across all industries on Google Ads is $2.69 for search and $0.63 for display. The ROI is measurable through conversion tracking. However, visibility also stops when the budget is fully exhausted. This happens quickly for competitive keywords that cost up to $50 per click in some industries.
SEO vs PPC Pros and Cons
SEO Pros
Organic rankings provide sustained traffic over time
No per-click costs once ranked on the search engine
Users often trust organic results more than ads
Targets various keywords and long-tail phrases
SEO Cons
Can take months to see significant results
Algorithm changes can affect rankings
Difficult to outrank established websites in some niches
Hard to achieve top positions for high-volume keywords
Requires ongoing content creation and technical optimization
PPC Pros
Ads appear as soon as campaigns are launched
Better control over audience demographics, locations, and devices
You can set specific spending limits and adjust in real-time
Get detailed analytics on ad performance and conversions
Easily test different ad copy, landing pages, and audiences
PPC Cons
Ad spending continues as long as the campaign runs
Prone to overspending without proper ad management
Users may develop "banner blindness" to ads over time
Steep learning curve for understanding best practices in Google and Facebook ads
Dependent on quality scores; poor scores increase CPC
SEO vs PPC: Digital Marketers Speak Up
Tim Cameron-Kitchen, a digital marketing expert, explains how SEO works in 2024. He says SEO has three noteworthy changes. The AI-powered Search Generative Experience (SGE) prioritizes the top three links. Marketers should now optimize different ranking factors instead of one. Google rewards shorter content that directly answers users' questions. It’s slowly shifting away from long-form content. Google Perspectives favor user-generated content like videos and discussions. Businesses can now rank by leveraging customer participation in shared platforms.
Many prefer SEO as a long-term marketing strategy. Given enough time, SEO overtakes PPC strategies in traffic and conversion.
Although many prefer SEO, some say PPC is better in the long run. This commenter claims PPC offers better control because the clicks are targeted. For him, SEO offers less control of traffic. He says you can lose everything with a single update.
Digital marketers have different perspectives on the use of PPC and SEO for marketing. PPC allows more precise targeting, while SEO builds brand credibility.
This one said you can't benefit much from upper funnel traffic. He claims everything is pushed by high intent, low funnel traffic. He also believes profit margins can be increased through effective SEO strategies.
Is SEO a Better Investment Than PPC?
AdWords are better if you need immediate visibility. Organic clicks are preferable if you’re building long-term brand authority. AdWords get instant attention while building an organic presence. It’s ideal for promoting time-sensitive promotions and seasonal offers. This strategy works best in highly competitive industries, where organic rankings are dominated by established players. AdWords help gauge interest in a new product or service before the full launch. It’s the better strategy if you’re A/B testing different offers.
How Long Does It Take To See Results From SEO Efforts?
It takes 3 to 6 months to see results from SEO efforts. This period varies depending on the competitiveness of the industry and the quality of the SEO strategy. SEO is a long-term investment. It prioritizes sustainable growth rather than immediate traffic at a cost. The average age of a first-page Google result is 2.5 years. The top 10 pages that rank in the Google search results are at least 2 years old.
Why is SEO Better Than Paid Ads?
SEO offers more sustainable results and long-term benefits, which makes it better than paid ads. While paid ads deliver immediate traffic, the impact ends as soon as the campaign stops funding. With SEO, once a website ranks well, it can continue attracting organic traffic without ongoing costs. This sustained visibility is crucial for long-term growth.
Technical SEO focuses on optimizing website structure, speed, and usability, improving user experience and search engine rankings. In contrast, PPC requires continuous budget allocation for each click. Both SEO and social media efforts build brand credibility and trust over time, which PPC ads may not achieve as effectively. Investing in SEO can lead to more organic reach and higher ROI.
AdWords vs Organic Clicks: Which Is Better?
Organic clicks are the better option for developing trust and credibility with your audience. It’s ideal for content-rich websites like blogs and information portals. Go for organic clicks if you’re on a budget. It’s better used for high-volume, low-competition keywords. They are easier to organically rank. Organic clicks are better for brick-and-mortar businesses targeting local customers. It’s best used when optimizing for "near me" searches and local intent.
In summary:
AdWords (PPC) | Organic Clicks (SEO) |
|---|---|
Continuous payment per click | Primarily time and effort in optimization |
Immediate visibility | Takes time to see the results |
Short-term, requires ongoing investment | Long-term, more sustainable |
May be perceived as less credible than organic results | Perceived as more credible |
How is Ranking Different When Comparing PPC vs SEO?
PPC advertisers bid on keywords. Rankings are determined by the bid amount and quality score. In SEO, rankings are determined by complex algorithms considering hundreds of factors. Campaigns achieve top results immediately with PPC. SEO takes time, often months, to build authority and rankings. However, SEO rankings are also more sustainable. PPC rankings disappear as soon as you stop paying for ads. SEO rankings are long-term with minimal up keeping.
SEO is a better if you’re looking at long-term benefits despite the slow results. SEO is cost-effective in less competitive niches. However, in highly competitive industries, PPC could be the better option. PPC quickly boosts brand visibility, while SEO builds organic brand authority over time. PPC can provide more predictable and measurable short-term returns. SEO often yields higher ROI in the long run.
How Does the Quality of Traffic Differ Between SEO and Google Ads?
Traffic from SEO is composed of users searching for information, products, or services organically. These users are more likely to engage with the content because they found it through a query that directly matched their intent. Traffic from Google ads is composed of users who click on paid advertisements. These ads are targeted at high-intent keywords. Visitors are close to making a purchase decision but are still not 100% convinced of buying. SEO traffic is more sustainable and has higher engagement. PPC traffic has higher conversions but is more expensive.
Make Money with SEO Through Local Lead Generation
I make money with SEO through local lead generation by ranking on Google. I build simple websites for local businesses and rank them to get organic traffic. These sites generate leads you can sell to business owners. High-demand industries like Plumbing HVAC repair, roofing, and tree care see profit margins of up to 85%.
I find SEO more practical and sustainable long term. While PPC provides immediate results, it also requires continuous investing. Every click costs money, regardless of whether it converts to a lead. Ranked sites generate free traffic. This reduces the cost per lead as rankings improve. Users often trust organic search results more than paid ads. Trust leads to higher conversion rates for organic traffic. 70%-80% of users ignore paid ads and focus on organic results.
I’ve been doing local lead generation for over 10 years. My sites make at least $52K monthly passive income. I guarantee from experience that this biz is scalable and sustainable long-term. It’s less hands-on compared to running a PPC agency.
