At SEO Masters we fully encourage our clients to try as many different marketing methods as possible. Different industries, products, or services may find a selection of marketing channels may work better than another selection. So it’s worth trying lots of different options to see what works best. A common misconception is that PPC and SEO can be compared, they are similar but not really comparable. The following points hopefully explain and provide insight into why this is the case.

It’s Quick to Start and Quick to Stop

PPC can be turned on very quickly, a short amount of research can get a campaign going, further research will be required to work out which keywords, demographics, and other segments will convert but a campaign can be set up and running within an hour.

Focuses on Single Pages, not a Whole Site

PPC requires landing pages to get a campaign going, each landing page should be extremely relevant to a keyword but PPC does not require the whole website to be focused around search terms.

Easy to Burn Money

PPC is geared to encourage people to spend their budget, it is how Google became so successful and generated its own massive revenues. PPC has tools to control spending but qualified individuals who are not rushed are the best managers of effective use of the budget.

Relevancy is Important but Easily Ignored

Relevancy is an important factor with PPC, having a relevant campaign and landing pages are important. Although it can be very easy to spend money to test and trial new options and ideas.

Associated Terms are Extra

Each and every keyword that an advert appears for is free, but each click on an advert equates to a cost. PPC is billed directly to Google Thanks to the AdWords tools available at, Google manages and owns all its onsite advertising available. This does mean that Google has no middlemen, no other people to take a cut of the pie. It takes the full cost for every click, and people’s time to manage the campaign is charged separately. No cost per clicks Organic results that are influenced by SEO do not require a fee every time someone visits a website. This allows for much larger traffic volumes to be generated at a much lower cost and doesn’t stifle a site’s visitors by an owner’s ongoing PPC budget.

Associated Terms for Free

If a website has been optimized effectively onsite and the offsite promotion has been very strong, many associated terms will also generate traffic, even if SEO has not been completed to gain visibility on these terms. Focus on your online presence and not just keywords To successfully complete SEO, a wide net of online promotion occurs on many different websites and online properties. This promotion generates traffic in its own right not from the search engines but from its online coverage. Without this coverage, SEO does not work. SEO also requires a site to be structured effectively which helps improve a website to aid its customers.

Site-wide Best Practice Recommendations as Standard – Site-wide changes are encouraged and implemented to make the best use of SEO traffic. If a whole website is configured around search terms it will generate more visits, so the best practice approach is to optimize the whole website.

Assured relevant Traffic – Because the effects of SEO are longer term and require a longer-term investment of time and resources, the choices of keywords that are chosen to promote are often more relevant. The knock-on effect of only focusing on relevant terms is that a whole website will generate traffic from associated relevant terms.

Long-Term Trusted Results – SEO is a long-term investment, it is not quick like PPC but as mentioned PPC is quick to start and to stop. Where SEO occurs for terms that a business would wish to be focused on for the long term. Google users can see that the results listed as organic listings are often more accurate and relevant than PPC adverts. So these results are trusted more, and many search engine users are also aware that the sponsored listings are paid for.

SEO works with Google but not for Google – Google does not receive any money when SEO work is completed, unlike PPC. However SEO requires websites to adhere to guidelines created by Google, but that’s it, so it’s good to know that you’re SEO marketing budget is spent on the online promotion of your business across a number of websites and it is not simply being spent to just appear on Google-owned advertising space.

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