In today’s digital world, a website is often the first touch point between consumers and businesses. The more visible your website is, the more likely a consumer will be to find your business when searching for the products and services you offer. 

You must integrate smart strategies to help your business reach the top of search engine pages. There are two major options when it comes to visibility for your website, SEO and PPC. These are two services we know a lot about, and we recommend you explore them! 

Understanding SEO and PPC

Let’s delve into SEO and PPC marketing to determine what they involve, and what makes them stand out. 


SEO, or Search Engine Optimization, involves adding elements to your website and marketing materials so search engines will find your website and recommend it to users who search-relevant keywords. 

For example, a plumbing company in Colorado should add relevant industry and location terms to their blogs, website copy, headlines, and image alt text to make their website findable. Loading up your website with high-volume, related keywords will help new audiences discover you.

External and internal links also make websites more visible to search engines. Plus, technical website elements like intuitive navigation and fast load times will also improve SEO rankings. 


With PPC (pay-per-click) marketing, businesses bid on certain keywords within Google Ads. You can decide how much you want to spend and set a budget. Then, you pay Google for every click to display your ads in front of consumers. 

With this advertising model, you only pay for clicks. If no one clicks on the ad, you don’t pay anything. 

You can continue putting money into their campaigns as long as you want. When they stop putting money into the campaign, the service stops. 

SEO: Pros and Cons

Companies considering SEO vs PPC should weigh the pros and cons of each. Here are some SEO pros and cons to consider. 

SEO Pros

  • No Service Fees: SEO has no direct costs, outside of our management fee which we charge for the work that goes into improving your website’s visibility.
  • It’s Organic: SEO allows users to find websites organically. They can discover companies through relevant search terms which helps build trust and loyalty. 
  • It’s Long Lasting: The SEO elements you build into your website will be there forever. However, they must be built in with every new page or new element.

SEO Cons

  • Extensive Reporting: SEO reporting requires several elements including keyword rankings, search volume, website performance, and more. A lot of elements go into measuring the success of your website’s SEO! 
  • It’s Not Instant: SEO results take time to build. They are more than worth investing in, however, it can take a few months to see results start to flourish. 
  • Changing Algorithms: Algorithms are what make search engines prioritize your content and they are always changing. One day, an algorithm will scan for longer content, and the next, it may prefer shorter content. You need a provider who stays up to date with the latest trends to ensure your SEO strategy is running effectively. 

PPC: Pros and Cons

PPC Pros

  • Works Quickly: A PPC campaign provides immediate results. Bid on your keyword and your website will appear in search engines. 
  • Highly Measurable: PPC campaigns provide analytics so you can see how well your campaign is performing and measure your ROI. 
  • More Targeted Ads: You can set your PPC campaign so it reaches your target audience and helps you discover new customers. 

PPC Cons

  • Can Be Expensive: PPC ads allow you to set your pricing, but if you want to appear on the top of search engines for competitive keywords, you could end up spending a lot of money depending on your industry and the competitiveness of your keywords. 
  • Sales Approach: A PPC ad will tell users that it’s ‘sponsored’ content, letting users know it’s an ad. However, in today’s digital world, this is hardly a con.
  • Learning Curve: PPC campaigns require an immense amount of setup, monitoring, and optimization. That’s why we recommend going with the experts. 

The Difference between SEO and PPC

When considering the differences between SEO and PPC marketing, two factors stand out. The time factor, and the ROI factor. 

SEO requires a slow and steady approach. It could take months or even a year before you see the fruits of your efforts. PPC provides immediate results and you could have conversions happening within a day of your ads launching. 

With PPC, you can attribute sales directly to your ads. It’s easy to trace the path a transaction followed, which allows you to get a strong sense of your ROI. We’re also able to create predictions and projections with PPC, allowing you an idea of the return before you invest. Since SEO is more of a well-rounded, slow-growth approach, it’s not as easy to trace an organic search sale back.

All in all, we truly believe that SEO and PPC two go hand in hand, and both are worth your investment. 

Considerations for Choosing between SEO and PPC

Companies must consider several factors when deciding between search engine optimization and pay-per-click. These include: 

  • Budget: PPC is more expensive than SEO. Companies that are just starting may focus on SEO first. However, if you’re focused on conversions, PPC with the right viability and projections may get you more bang for your buck.
  • Business Goals: Business goals will affect how quickly you want to grow your business. For example, if you have long-term goals of doubling sales within the year, an SEO campaign may suit your needs. If you want to double sales within the month, a PPC campaign may be your best choice. 
  • Industry: Your industry will also affect your SEO vs paid search decision. Companies in highly competitive industries may require the advantages a PPC campaign provides. It is also best for industries that bring in high profit margins that can cover PPC expenses. 
  • Target Audience: Businesses that cater to a highly targeted audience should consider investing in a PPC campaign. By evaluating the search volume of your business’s related keywords, we can get a pretty good idea of which method will help you reach your intended audience. 

Integrating SEO and PPC Strategies

Sure, you can spend time deciding between SEO and PPC services. But the most successful companies will integrate both. Here are some examples of how you can combine them in your marketing strategies. 

  • Promote Your Content: Use SEO to create a strong website. Then launch a PPC campaign to gain consumer attention. Once you have attracted traffic, continue integrating SEO to maintain interest and attract new customers. 
  • Retargeting: PPC advertising can make use of retargeting campaigns. Attract customers to your site with SEO. If they leave without making a purchase, retarget them to bring them back! 
  • Monitor Competitive Keywords: A PPC campaign will give you insight into the most competitive keywords in your industry. Once you are familiar with these keywords, you can integrate them into your website content. 
  • Get to the Top of SERPs: Use PPC to get to the top of search engine pages while using SEO to rank highly in organic searches. You will increase your visibility and your traffic. 
  • Target Geographic Regions: If you notice certain regions are not responding to your SEO strategies, you can use PPC to target those regions and gain their loyalty. 
  • Improves A/B Testing: PPC ads provide measurable results that are conducive to A/B testing. Once you know which elements perform best, you can integrate them into your SEO strategies. 

Ready to improve your website’s visibility? 

When it comes to SEO vs PPC, choosing which is right for your business is an important decision. However, a combination of both strategies can be ideal for optimizing growth. 

Brillity Digital will help you find the best digital marketing tools for your organization. We offer both SEO and PPC services and will assist you in developing a balanced campaign. We also provide conversion rate optimization, web design and development, email marketing, organic social media services, and more that can help you grow your business from the ground up. 

Contact us to find the marketing strategies suited to your company’s needs!

About the Author

Vivianna Davis

Vivianna Davis

Vivianna Davis is our Director of Operations. She specializes in search engine optimization, project management, and operations. In 2019 she was a BizWest Women of Distinction nominee.