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The Pros and Cons of SEO vs. PPC: How to Choose the Right Marketing Strategy

The Pros and Cons of SEO vs. PPC: How to Choose the Right Marketing Strategy

The Pros and Cons of SEO vs. PPC: How to Choose the Right Marketing Strategy

Mastering digital marketing requires understanding and implementing effective marketing strategies.

However, many small businesses and startups don’t have enough resources to put out marketing campaigns of each possible type. Instead, your business may need to focus on one or two primary marketing strategies and hope for the best.

Out of all the possible strategies to implement, search engine optimization (SEO) and pay-per-click (PPC) advertising are two of the most popular for digital traffic generation.

It can be tough to know whether SEO vs. PPC marketing is right for your business. Let’s break down both marketing strategies in detail and explore the pros and cons of each.

SEO Explained

In a nutshell, SEO or “search engine optimization” means improving how well your website/store’s pages rank with Google. Google uses an automated algorithm to rank pages based on things like:

By improving your store’s SEO, you’ll make your brand more likely to appear at the top of Google search engine results when potential customers search for keywords related to your brand.

Say that your orthodontic SEO marketing needs work to bring locals to your practice. If you prioritize SEO marketing, locals with orthodontic needs will see your practice first when they type in relevant keywords like “braces near me.”

SEO marketing is chiefly concerned with improving organic SEO. This guarantees that search engine crawlers – which are essentially automated bots – can accurately read what’s on your web pages and rank them appropriately.

SEO marketing can take a few different forms. Some of the best ways to market for better search engine optimization include:

Companies like Techwyse can help your business master SEO marketing in its niche.

Benefits of SEO Marketing


There are many benefits to practicing search marketing. Chiefly, organic SEO will help your brand remain relevant and highly ranked on the web for years to come.

Over time, this can very likely lead to increased traffic for your online store and cause your brand to become better known.

Other benefits of SEO marketing include:

Downsides to SEO Marketing

That all said, there are some downsides to focusing on SEO marketing to the exclusion of PPC advertising or other marketing efforts. These downsides include:

PPC Marketing Explained

PPC or pay-per-click advertising means you purchase visits to your website through advertisements. Essentially, you create online ads, and then you get charged a fee whenever someone clicks on your ad and visits your website.

Depending on the keywords you use and the types of ads you create, this can cost anywhere from a few cents to several dollars.

Thus, PPC advertising can be relatively affordable or very expensive depending on how competitive the keywords you choose to advertise for are.

That said, PPC marketing allows you to harness search engine traffic and immediately bid for keywords that are linked directly to your industry or product. Through PPC marketing, you also don’t have to pay for bad advertising space that doesn’t result in clicks to your site.

Advantages to PPC Marketing


PPC marketing is popular among many online store owners for a variety of reasons. The biggest advantages to focusing on PPC marketing include:

Disadvantages of PPC Marketing

Even though there are benefits to focusing on PPC marketing, there are also some downsides. These disadvantages include:

Which Marketing Strategy Should You Choose?


Both SEO marketing and PPC marketing can be effective and useful for small businesses and startups like your own.

If you have to pick between one or the other, PPC marketing is best to use at first while you are still learning the ins and outs of your industry and building up a target audience.

However, you can and should lean into search engine optimization early in the process. SEO marketing yields longer-term, more consistent results for your brand.

More than that, SEO marketing will help you keep customers in the long term by boosting your brand authority and industry reputation.

In a way, you should use both SEO and PPC marketing to their maximum extent. The most successful businesses will try to use both in conjunction with one another.

Alternatively, you can take a look at your brand and see which marketing style works best for your needs and target audience.

Post By Shanice Jones (5 Posts)

Shanice Jones is a techy nerd and copywriter from Chicago. For the last five years, she has helped over 20 startups build B2C and B2B content strategies that have allowed them to scale their business and help users worldwide.


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