Should I Choose PPC or SEO?

Apr 5, 2023

<a href="" target="_self">Matt Bertram</a>

Matt Bertram

Matt Bertram is a award-winning marketing consultant and SEO Expert. He is the lead digital strategist at EWR Digital. Host of the Best SEO Podcast and Co-Host of the Oil and Gas sales and marketing podcast.

Which is Better: SEO or PPC?

As an internet marketing company that specializes in PPC and SEO, we get asked a lot by our clients, which is better, Search Engine Optimization or Pay-Per-Click? The answer we give is, it depends on your company’s current situation. It really comes down to your company’s digital marketing strategy. Understanding who your audience is and how they use the internet is a key element in figuring out whether you should use paid search / PPC, organic search or a combination of both.

Not sure which one you should be using for your business, or whether you should be using both?

Here is an in-depth look to help you with deciding which one your business needs.


When considering SEO and PPC you should be aware of these two main differences.

The first being, your paid ads appear at the top of the page. Have you ever noticed at the top of Google there is the maps and there are usually three ads above the normal organic search results?

The second is organic SEO traffic is free, but PPC traffic cost you money for each click. Often, SEO and PPC work better when they are integrated using a solid marketing strategy. That is why we mentioned that often, businesses use both.

What is PPC?

Pay-Per-Click is a simple and quick way of purchasing traffic for your website, rather than using SEO, which can take more time. If your business is looking for instant results, PPC is the way to go, but I’ll let you decide which one is better for your company.

PPC Benefits

  • Running paid ads gets you to the top faster, and you get seen by the right people.
  • Setting a fixed spending limit on paid ads will let you control your budget.
  • SEO takes time. You’re not going to get to the top overnight. However, a great PPC campaign can be created in a day and you could see more traffic a lot sooner.
  • PPC ads are easier to get in front of your audience. You can target ads by time of day, geography, search terms, and much more.
  • Typically for coupon hunters or emergencies like “ac out” or “emergency plumber near me”

What is SEO? 

Search Engine Optimization! I’m sure you’ve heard this term thrown around a few times, but what is it? It is the process of optimizing your company’s website and its pages for search engines, like Google and Bing. Often people refer to SEO as “it’s how my company made it to the top of Google.”

SEO Benefits

There are many reasons to choose SEO over PPC, so let’s take a look at a few.

  • Your Brand – Bringing awareness to your brand by using key search terms, rather than advertising, can drive the awareness of your brand.
  • Users often skip ads and go straight to the organic search results because of trust.
  • Organic traffic is free. Well, developing organic traffic does take time and money, so it’s not totally free, but there is no charge for each click or impression.
  • SEO traffic go away, whereas PPC, once you stop paying, the traffic is gone.


There’s no straightforward answer to whether SEO or PPC (pay-per-click) is better, as it depends on your specific business goals and circumstances.

SEO is a long-term strategy that aims to improve your website’s organic (unpaid) search engine rankings for specific keywords over time. It requires ongoing effort to optimize your website’s content, structure, and technical aspects to make it more search engine-friendly. The benefits of SEO include sustained traffic to your website, increased brand credibility, and lower cost-per-click compared to PPC.

PPC, on the other hand, involves paying for each click on your ad that appears at the top or bottom of search engine results pages (SERPs). This can provide immediate visibility and targeted traffic to your website, but it can also be more expensive and requires ongoing optimization to maximize ROI.

In general, a balanced approach that incorporates both SEO and PPC can be effective in driving traffic and conversions to your website. SEO provides long-term benefits, while PPC can provide immediate results and targeted traffic to your website. Ultimately, the decision of which strategy to use will depend on your business goals, budget, and competitive landscape.

I would recommend once you start setting a baseline and determine which works best for you in your analytics.

If you are still unsure one what to do. We have a podcast that has episodes dedicated to this topic and talk more more about the differenceces between SEO and PPC.

Have a strategy that works

An integrated internet marketing strategy is truly the best approach.

Your company’s results can be improved by using both PPC and SEO or paid and organic. Though it all depends on the business, you may not need both. What are your businesses experiences with PPC and SEO? Feel free to reach out to us on one of our many social media platforms, Twitter or Facebook, we’d love to hear from you about your experiences in dealing with both.

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Should I Choose PPC or SEO? | EWR Digital – Houston, TX Internet Marketing

SEO Benefits vs PPC Benefits