Still not sure about search engine optimization (SEO) or pay-per-click (PPC) programs? Well, you’re not alone…

  • Some PPC specialists will argue that what SEO delivers is too vague, and that PPC is the only way to go because it’s easier to measure.
  • On the other hand, some SEO specialists insist that SEO is more cost effective, therefore SEO in the only way to go because it has a lower cost per action (CPA).

Both arguments are based on empty bias (& desire for your business). To rely on just a single marketing channel is a precarious way to engage in marketing. SEO and PPC are both valid marketing channels, and a company looking to market on the internet should ideally look to leverage PPC and SEO campaigns, among others.

While many passionately claim one is better than the other, the simple facts can be hard to come by as it’s easy to (1) get overwhelmed and lost in the argumentation or (2) just avoid the choice all together.

Some experts believe that businesses get more out of paying for targeted traffic than from PPC advertising campaign; others point out that SEO impacts where a website ranks naturally in the search engines and can thereby increase the credibility of a company.

Fortunately, there is one thing that the experts all agree on: if a company has a website, they need a way for potential customers to find them. So should you spend your marketing dollars on your SEO or PPC arsenal—or both? 

Keep an eye out for the next chapter in this story as we further break down the pros & cons of each.