SEO or PPC: Which should you invest in and why?

As you search for ways to drive targeted traffic to your website, blog, landing pages and products — you are sure to stumble across both search engine optimization (SEO) and Pay-Per-Click (PPC). While both have their time and place it is essential to understand the vital differences between the two and how they can be leveraged on your behalf. Here’s what you need to know.


SEO are free strategies and tactics in which you create, update or curate the content on and off your website to organically increase your targeted traffic — and improve your page rank. This includes things like placing relevant local and industry keywords on your website (without keyword stuffing), blog marketing, building internal and external links, outside article marketing, adding your business to Google Maps, adding your business directory, heading tags, and more.

PPC is paid marketing through Bing or Google AdWords. Ads can be hyper-targeted for your demographic and you only pay when someone clicks on your ad. Contrary to popular belief, Google AdWords won’t improve your SEO results— but the ads are placed above the fold helping you to get noticed. You only pay for an ad when it is clicked on, not when it is displayed.  


It doesn’t matter your service area or industry, everyone needs a website — and a monthly budget for SEO and/or PPC. The internet and mobile search have quickly replaced phone books, so you need to make sure your business shows up in online and mobile search results. Even long-established local businesses must prioritize their digital presence if they want to stay noticed. Here are some pros and cons to consider. [/vc_column_text][/vc_column][/vc_row]

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You don’t need a large budget to invest in SEO as you can find experts for just a few hundred a month — or a few thousand for quarterly or biannual SEO update. If blogging or article will be part of the mix, it must be consistent, at least one a week. Your content curator’s budget may be above and beyond your SEO expert’s budget.


No SEO expert can guarantee that they will get you to the top of Google Page 1, but a quality expert can improve your page rank. The more your page rank increases, the more search engines will reward you with traffic. For best results find an SEO expert who is also creative.


As mentioned above, results won’t occur overnight — but you need to be able to measure if your investment is paying off. Unfortunately, the learning curve is high. For example, what is a keyword, backlink, image alt tag, heading tag, etc.? To ensure you can hold your SEO expert accountable make sure that they know enough terms to gauge your return on investment.


SEO is not a magic bullet that will drive droves of traffic to your website overnight. However, it is a “slow and steady wins the race” long-term approach. You must reinvest in new keyword research and organic strategies at least twice each year or as often as once each quarter.



If you have sufficient budget — you will achieve fast and measurable results. A solid PPC expert will test a few different ads and keep tweaking them to maximize your results.


While you may not fully understand what keywords are and how they work, you will be able to read the performance reports of each and see the value in terms of traffic, clicks, conversions, email opt-ins and more.


Just as with PPC, for best results you should hire a pro — which can be costly. However, time is money so consider the wasted time of trying to learn it yourself that could be better invested in building your business. If you really want to learn take a class so that you understand all the tools available to you and how to measure success.


Depending on your industry keywords, you may be shocked at the cost-per-click. A strategic PPC expert will think outside of the box and find low-competition/high-conversion keywords — but these won’t be the most obvious industry keywords you initially had in mind. Also, a great ad won’t last forever. [/vc_column_text][/vc_column][/vc_row]

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There is certainly value to using PPC to drive rapid traffic. For example, when launching a new business, promoting a new product, or boosting sales during your busy season. But overall it is best to take an integrated approach. This integration doesn’t just include PPC and SEO, but the full range of digital marketing. Break your digital marketing budget into categories which include a monthly or quarterly budget for:Untitled-1

By integrating your organic SEO will focus on the long-term quality of your content, and the PPC will drive the short-term daily traffic. Both strategies will be supported by your additional marketing. For example, if a customer clicks on you PPC ad and is directed to your website or landing page — they may check you out on social media before they commit.


Determining when and what to invest in SEO or PPC is likely to vary depending on your needs. As will all other types of marketing you must have a marketing strategy in place to keep you on track. For consistent results, you will need to consistently invest in digital marketing.

Cider is a Software Development Company based in the heart of Silicon Valley. We combine business domain knowledge and technology expertise of more than 50 development studios spread around the world .

At Cider we are help companies build product and market it properly by implementing data-driven marketing campaigns. We understand that success of your product depends on how well your marketing strategy is built prior to product launch. The phrase, “If I build it, they will come,” doesn’t work in most cases. Based on the analytics we help companies to create relevant content strategy, run PPC campaigns and social media ads, as well as build referral profile.

Reach out to us to learn more about opportunities in digital marketing space for your business!

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