SEO V/s Paid Campaigns

Whether you should prioritize SEO over pay-per-click ad campaigns (PPC) is a long debate. There is no right or wrong answer.

Deciding what to prioritize depends on:

The current stage of your business

Business goals and objectives

Budget

Time and resources

First, let’s try to understand the pros and cons of both SEO and PPC.

Pros of SEO

SEO is cost-effective
It gets high intent leads
Useful in building brand credibility and awareness
Part of long term digital strategy
Improves website speed

Cons of SEO

Results can take long
Investment in resources and content is high
You are the mercy of the search engine algorithm
There are no guarantees for the results
Visibility can be lost to PPC ads.

Pros of PPC

Results are instantaneous
You can out-rank competitors banking on SEO for page rankings
Precision audience targeting
Measurable and trackable.
Clicks can lead to conversions and sales.

Cons of PPC

Setting up PPC is easy; optimizing them for your business is time-consuming.
The costs can add up, especially if you make mistakes with targeting.
Needs skills and experience.
Once you stop paid advertising, you lose visibility.

So what’s the right approach for your business?

  • Prioritize PPC over SEO, if
  • a. You are a small business or a newcomer and need visibility in a short amount of time. 
  • b. You are launching a new product or service.
  • Prioritize SEO over PPC, if
  • a. You wish to work on long term traffic and visibility of your website.
  • b. You want to work on top-of-funnel traffic for your digital business.

In any case, it’s best to use both SEO and PPC because they complement each other and help achieve a similar set of goals, although at different speeds for different amounts of investment.