What's the difference between SEO and PPC?
Quick Answer
SEO earns organic visibility by optimizing your site; PPC buys visibility with paid ads. SEO compounds over time, while PPC delivers immediate traffic that stops when you stop paying.
Overview
SEO and PPC are both powerful channels for search marketing, but they work in very different ways. Businesses often ask whether they should invest in SEO (Search Engine Optimization) or PPC (Pay-Per-Click) advertising.
The best answer depends on your goals, timeline, and budget. This guide breaks down the differences and helps you decide when to use each—plus how to combine them effectively.
Understanding the Difference
SEO is about earning organic rankings by improving your content and website.
PPC is about paying for ad placements so your site appears at the top of the results immediately.
Think of SEO as building long-term equity, and PPC as renting immediate visibility.
SEO Explained
SEO includes: - Technical SEO (crawlability, speed, structure) - On-page SEO (titles, headings, content) - Off-page SEO (backlinks, authority)
Benefits: - Sustainable traffic - Higher trust - Compounding returns
Tradeoffs: - Takes time (often 3–6+ months) - Requires ongoing work and strategy
PPC Explained
PPC lets you bid on keywords and pay when someone clicks your ad.
Benefits: - Immediate results - Strong targeting (location, device, audience) - Clear budget control
Tradeoffs: - Costs can rise quickly in competitive markets - Traffic stops when ads stop - Requires ongoing optimization
Cost Comparison
SEO is typically an investment (content + improvements) that continues producing value.
PPC is an ongoing expense—each click costs money.
Over time, SEO often becomes cheaper per acquisition, while PPC can be excellent when you need predictable volume right now.
Timeline Differences
PPC: live today, data immediately.
SEO: strategic work now, results later.
Many businesses use PPC to bridge the gap while SEO ramps up.
When to Use Each
Use SEO when you want long-term growth and brand authority.
Use PPC when you need leads quickly, are launching a new offer, or want to test keywords before investing in content.
High-value services (law, medical, B2B) often use both because the economics work.
Combined Strategy
The strongest approach often combines both:
- Use PPC to test which keywords convert - Build SEO content for winners - Use PPC for promotions and high-competition terms - Use SEO for long-tail discovery and compounding traffic
You don’t have to choose one forever—build a mix that matches your goals.