PPC | PAID SEARCH | SEO vs. PPC: Differences, Pros, Cons, & How to Choose

Article by Carlos Silva

SEO vs. PPC: What's the Difference?

Search engine optimization (SEO) is the practice of optimizing your website to improve its visibility in organic (unpaid) search engine results.

Pay-per-click (PPC) advertising, on the other hand, involves paying for ads that appear at the top of search engine results or on other websites.

The main differences between the two lie in cost and timing—SEO focuses on long-term growth through organic traffic, while PPC offers immediate visibility through paid ads.

But both are beneficial. Especially if you use them together (go here to learn how).

When to Use SEO vs. PPC

Choose SEO when:

Your budget is limited
You’re in it for the long run
You want to build authority in your niche
Your audience is searching for answers and information

Pick PPC if:

You need quick results
You’re launching a new or unique product
You’re promoting an event
You want to drive traffic to specific pages

The best choice between SEO and PPC depends on your goals, budget, and timeline.

Often, a mix of both drives the best results.

What Is SEO?

SEO is the process of improving your website’s visibility in search results with the goal of attracting more organic (non-paid) traffic.

It can boost brand awareness, drive targeted traffic, and lead to higher conversions without having to pay for each visitor.

SEO usually involves four main components:

Keyword research: finding and targeting words people search for
On-page SEO: creating high-quality content and optimizing pages with relevant keywords
Off-page SEO: building backlinks and improving your site’s authority and trustworthiness
Technical SEO: ensuring search engines can find, understand, and store your content

Further reading: What Is SEO? Meaning, Examples & How to Optimize Your Site

SEO Keyword Research

Keyword research for SEO means finding and analyzing the words and phrases your audience is searching for in search engines.

Performing keyword research helps you understand your target user’s needs. So you can create content that satisfies their queries. And improve your organic rankings.

Keyword research usually involves using keyword research tools like the Keyword Magic Tool.

Let’s say you run an online journal sticker store. Most of your target audience is probably looking up “journal stickers” or “stickers for journals.”

So plug those into the Keyword Magic Tool. Along with your domain. And hit “Search.”