When you’re starting a new business or trying to grow your online presence, the terms SEO (Search Engine Optimisation) and PPC (Pay-Per-Click) are probably familiar. But what exactly are they, and more importantly, which one should you focus on? In this blog, I’m going to break down both options, explain what they do, and give my honest opinion on how these two strategies work best together.
What are SEO and PPC?
Let’s start with the basics, so we’re all on the same page:
- SEO (Search Engine Optimisation) is all about getting your website to rank higher in Google’s search results without paying for the placement. It’s a long-term strategy, involving things like optimising your site’s content, building backlinks, and ensuring that your site is technically sound. It’s about building authority and trust with Google, so you can earn your spot in the search results.
- PPC (Pay-Per-Click) is a form of advertising where you pay for each click on your ad. With Google Ads and social media platforms like Facebook, you can target specific keywords, audiences, and locations to drive traffic to your site. PPC is instant, meaning as soon as your campaign is live, you can start seeing results.
Where Do SEO and PPC Fit in the Google Search Hierarchy?
When you search for something on Google, you’ll see both organic results and paid ads. Here’s how they fit into the hierarchy:
- Paid Ads – These show up at the top of the page (often with the word “Ad” next to them). Google’s bidding system decides which ads show based on how much you’re willing to pay and how relevant your ad is.
- Local Search – For businesses with a physical location, local search results are crucial. If someone searches for “best coffee shop near me,” for example, Google will show local businesses in the area, including maps, contact info, and reviews.
- Organic Search Results – These are the listings that appear naturally. They’ve earned their spot through good content, authority, and SEO practices. Unlike paid ads, they don’t cost you per click.
When Should You Use SEO? When Should You Use PPC?
It all depends on where your business is right now and what you need:
- For New Startups – If you’re a brand-new business, you need visibility now. This is where PPC really comes into its own. SEO takes time to build, and in the early stages, you’re unlikely to see much traffic from organic search. PPC lets you pay for instant visibility, drive traffic, and start building brand awareness.
- For Established Businesses – If you’ve been in business for a while and have built up some content, SEO is a great way to keep growing in the long term. Once you’ve built your SEO foundation, you’ll start to rank for valuable keywords without paying for every click. It’s slower than PPC, but it brings consistent, long-term traffic.
- For the Best of Both Worlds – Here’s my opinion: SEO and PPC should work together. A lot of SEO agencies will tell you that SEO is the best option for a startup, but the truth is, SEO alone won’t give you the results you need straight away. You need to get traffic now, and PPC can give you that. Start with PPC to drive traffic and test which keywords work for your audience. Then, use the data from your PPC campaign to inform your SEO strategy, ensuring that both work together for long-term success.
Why SEO and PPC Work Better Together
So why do these two strategies complement each other so well?
- PPC Delivers Immediate Results – If you’re a new business, you don’t have time to wait for SEO to build up. PPC gives you instant visibility, driving traffic to your website right away.
- SEO Builds Long-Term Value – As your SEO efforts start paying off, you’ll begin to rank for key search terms organically. Over time, this gives you a consistent stream of free traffic—something that paid ads can’t do on their own.
- PPC Helps With SEO – PPC isn’t just about paying for clicks; it can also help you understand which keywords are performing well. You can use this data to improve your SEO strategy, ensuring that you’re targeting the right keywords both in your ads and in your organic content.
- Increased Visibility – When you use both SEO and PPC, your business shows up in both the paid and organic search results. This increases your chances of getting clicked on, and the more places you show up, the more credible and trustworthy you look to your potential customers.
My Opinion: Don’t Rely on Just One
I’ve seen plenty of SEO companies pitch SEO as the ultimate solution for new businesses, but I don’t agree. If you’re just starting out, SEO alone won’t drive the results you need. You need a solid PPC campaign to get things moving. SEO will come, but it takes time, and in the meantime, PPC can give you the traffic you need to start building your brand.
Conclusion: What’s Best for Your Business?
For new businesses, I recommend starting with PPC. It’ll give you the visibility and traffic you need immediately. As you start getting results, you can begin to build your SEO strategy for the long term. For established businesses, focus on SEO as the foundation of your online presence, but don’t forget the power of PPC to drive more targeted traffic when you need it.
Ultimately, the best approach is a combination of both. Don’t choose one over the other—use both to get the immediate results you need and set yourself up for long-term success.
If you’re feeling overwhelmed or not sure where to start, don’t worry—I’m here to help. Let’s talk about how you can make both SEO and PPC work together for your business.
