Everyone working in the digital marketing landscape knows that there’s no one-size-fits-all approach. Every single business is unique, with different goals, audiences and budgets, and with that comes a whole world of digital growth strategies to explore.
That’s where two of the digital marketing scene’s biggest players – Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) – come into the mix. Though both tools do great work at driving traffic to your site, they operate in completely different ways and deliver slightly different results
So, how do you know which one is best for your business? Let’s break it down and explore the strengths of each approach to gain a better understanding of what they’re all about.
What is SEO? (and why does it take time?)
Let’s start with the long game. SEO is all about optimising your website to steadily climb the organic search rankings on search engines like Google and Bing. Think keywords, content, technical performance and a healthy sprinkling of backlinks – it’s a mix of art and science.
SEO doesn’t deliver results overnight, but when done right, it pays off in spades. We call it a grower, not a shower, but that phrasing hasn’t caught on yet for some reason. If you’re willing to take it slow, you’ll be rewarded with steady and sustainable growth.
Because the results you get from SEO are incremental, the month-on-month traffic increase is more manageable from a business operations perspective. As you make gains digitally, you can respond and adapt your business model strategically, i.e. you may need to expand your workforce or grow your office space to facilitate new business.
Once you’ve earned those high-ranking positions, the traffic you receive is free. You don’t have to increase your investment to maintain it; it will stay the same. With the right partner, your traffic and conversions will continue to grow, meaning your ROI will get bigger and bigger year after year.
Plus, SEO builds credibility and authority, essential for developing your brand, extending your reach and strengthening the relationship with your existing audience. People tend to trust organic results over ads, which is crucial for your reputation.
To summarise, SEO is best for:
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Businesses looking for manageable, sustainable, long-term growth
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Building authority in your industry (hello, thought leaders!)
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Those who can afford to be patient – we promise the payoff is worth the wait
What is PPC? (and why does it work so quickly?)
If SEO is a marathon, then PPC is a 100-metre sprint. A form of paid advertising, PPC requires you to bid on keywords to win ads at the top of the SERPs (Search Engine Results Pages). You know those ‘sponsored’ links you see above the organic results? That’s PPC in action. The general consensus amongst many is to scroll to the organic listings, but there are a percentage of users that are prolific ad clickers. When done properly, ads are a very quick win.
Here’s how it works: First, the advertiser (could be you, an agency, or a freelancer) finds and chooses keywords relevant to their products or services. They’ll then make a bid for advertising spots for those keywords. Finally, they’re automatically ‘entered’ into an auction for those spots whenever someone searches for those keywords, and whoever bids the highest amount for the spot will secure it.
The good news is, if no one clicks on your ad, then you don’t have to pay for it! The bad news is if someone clicks it and doesn’t make a conversion on your site, you still have to pay for it. This could mean paying for 10 visitors through an ad, where only one actually buys something from your site. To mitigate this, you want to ensure your ad is relevant and that the site journey that follows for the visitor is a strong one that encourages them to convert (we also design and build websites, focusing heavily on user experience… just saying).
The real beauty of PPC is its speed. Once your campaign, new product, or new service is live and ready to go, you can start driving traffic immediately with targeted paid ads. It’s brilliant for time-sensitive promotions or generating leads fast. But there’s a catch: when you stop paying, the traffic stops too. The moment you stop bidding, your ads disappear from the SERPs. It’s a short-term solution, but it works to provide a cash injection that you can invest back into your next marketing steps.
To summarise, PPC is best for:
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Businesses wanting to invest in fast wins
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Launching new stuff to audiences quickly
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Gaining immediate visibility in competitive markets
Which strategy is better?
There is no right answer to this question (sorry, folks). The ‘better’ strategy is the one that aligns with your goals and budget. Here’s when each service is most beneficial:
When SEO shines bright
If you’re in it for the long haul, SEO is the way to go. It’s perfect for businesses looking to establish themselves as industry leaders. For example, if you’re a local coffee shop, appearing organically for ‘best coffee in Norwich’ could keep new customers streaming in for years to come. We’re partial to lattes, ourselves.
SEO also works wonders for e-commerce sites. People trust organic results, which is especially true when they’re considering actually buying something, so ranking well can boost sales big time. Yay! Plus, once you’ve optimised your site, that organic traffic keeps rolling in without ongoing ad spend.
Another, perhaps less obvious benefit of SEO is that you get a more steady increase in traffic. If your business is unable to handle a sudden influx of visitors, all of them converting, then consider that you may not currently have the capacity for the sudden attention PPC can bring.
Pro tip: It’s important to remember that SEO isn’t just about keywords. Technical aspects like page speed, mobile-friendliness and site security also play a huge role in how well you rank. It’s a puzzle we love piecing together.
When PPC takes the spotlight
Need fast results? PPC is your best friend. Whether you’re launching a product, running a seasonal campaign or trying to break into a busy market, PPC gives you the immediate visibility you crave.
For example, if you’re hosting a two-day event, SEO won’t have time to kick in – but a targeted PPC campaign can fill those seats fast. You can also use PPC to target very specific audiences with precision, from location to age group to interests.
Pro tip: With PPC, data is everything. Tracking and tweaking your campaigns ensures you get the best bang for your buck. And don’t worry, we’re all over it.
Do you have to choose just one?
Absolutely not, because here’s the thing: SEO and PPC aren’t rivals – they’re teammates. A combined approach can be incredibly powerful in bringing your site traffic. While you’re waiting for your SEO efforts to bear fruit, PPC can give you the visibility boost you need. Once your organic rankings are strong, PPC can support specific campaigns or fill in gaps where SEO might struggle. Or, you can choose to dominate all of the top spots, snuffing out any competition by getting all of the lion’s share of traffic. It really is up to you.
Think of it this way: SEO is your steady, dependable friend who’s in it for the long haul. PPC is your go-to mate for when you need a hand fast. Together? That’s an unstoppable best friend duo – like Joey and Chandler.
Need help with your strategy?
At Nu Image, we don’t do cookie-cutter solutions (as much as we love a good biscuit). Our hardworking and passionate team takes the time to really understand your business and recommend SEO, PPC, or the right mix of the two to achieve your goals.
Ready to boost your online presence? Let’s chat and find the strategy that works for you. Give us a call on 01603 859007, or send us a message on our site’s live chat.
