As we already explained in another blog post, PPC (pay-per-click) means that your paid ad appears next to or above organic Google search results and so when people click on your ad, they’ll go to your website to learn more or buy your product. Read more here. While SEO is a marketing discipline, which focuses on growing visibility in organic (non-paid) search engine results. Read more here.

Even though organic placements are below the ads, search engine users overwhelmingly click on organic results on Google and Bing by a margin of 94 percent to six percent, according to Search Engine Watch.

The mistake most brands make is that they want to get results by tomorrow. They don’t have the patience to invest in SEO for months or possibly years from today. This makes them quick to jump into PPC and forget about SEO.

On the other hand, some businesses that don’t want to pay each time someone clicks on their advertisement. They want to have the No. 1 position, while their SEO metrics are far behind their competitors. Their on-site SEO needs work. They need assistance with local directory submissions. They don’t have a backlink and digital PR strategy.


If you can rank in the top three positions on Google for every prominent keyword within your industry, you are fortunate and don’t have to invest much in PPC. For the majority of businesses, that isn’t the case, so PPC is necessary to drive traffic and generate sales for your business.

If you are profitable with your PPC, why not invest in this channel as well along with organic? It is just another way to increase your customer base. Don’t think you can only invest in one of the two options between SEO and PPC. You should have a diversified