When launching a new product or business, one of the most crucial marketing questions you need to address is: What will your digital marketing strategy entail?
If you have a marketing background, you might already have a clear answer. However, many business owners lack experience or knowledge in digital marketing.
Two primary strategies often dominate the digital marketing landscape: search engine optimisation (SEO) and pay-per-click (PPC) advertising. SEO focuses on growing your business organically through improved search rankings, whereas PPC leverages paid ads to directly target potential customers.
This article will dive into both SEO and PPC strategies, providing you with a thorough understanding to help you make an informed choice.
We’ll compare SEO and PPC by examining their advantages, drawbacks, and key statistics to determine which approach aligns best with your business goals and circumstances.
Additionally, we’ll explore how combining these two strategies can unlock greater digital marketing potential.
What Is Search Engine Optimisation (SEO)?
When you enter a query into a search engine like Google, you are presented with a page of results known as the search engine results pages (SERPs).
At the top of these pages, you’ll typically find paid advertisements, with the organic (unpaid) search results displayed below.
Search engine optimisation (SEO) is the process of enhancing your website’s position within these organic search results, aiming to secure a spot on the first page—ideally within the Top 10 listings.
Since most users rarely go beyond the first page of organic results, achieving a higher ranking significantly increases the volume of traffic to your website. Marketing experts use targeted keyword strategies to optimise websites for better organic rankings. Learn more about SEO basics.
Consumers use specific keywords when searching for products or services. For example, entering the phrase “HVAC services” will generate a list of heating and cooling providers local to the searcher’s location.
An effective SEO strategy involves creating content optimised for keywords that are (1) directly relevant to your business and (2) realistic to rank for, considering competition and search volume. Attempting to rank for keywords that are irrelevant or highly competitive can be challenging and less fruitful. Learn about SEO Keyword research guide.
Since Google dominates the search market in Australia, this article will primarily reference Google when discussing search engines.
Pros of SEO
An effective SEO campaign delivers numerous advantages for both new and established businesses. By driving organic traffic to your website, you can achieve the following:
Target Customers at Every Stage
Customers engage with businesses at different stages of their buying journey. For instance, one visitor might come to your site to read an informative blog post, while another might be ready to complete a purchase with a cart full of items.
SEO enables you to reach customers across all these stages—not just those prepared to buy immediately. By incorporating a variety of content types, you can attract a diverse audience.
Your SEO strategy might include service pages, blog articles, how-to guides, testimonials, case studies, photo galleries, press releases, and more. This diverse content mix encourages visits from potential customers at all points in their journey, creating a well-rounded approach that boosts organic traffic.
Lower Investment Over Time
Compared to PPC, SEO is often a more cost-effective long-term investment.
Organic search listings do not incur direct costs like paid advertisements do, and users generally trust and click on organic results more, resulting in higher click-through rates.
Although initial expenses for SEO tools, software, and agency or staff fees may be higher, ongoing costs tend to be lower than those associated with sustained PPC campaigns. Learn about Google overview of organic search and SEO benefits.
Build Brand Awareness
A well-executed SEO strategy passively introduces your brand to a wide audience. Every time your website appears among Google’s organic search results, it increases brand visibility—even if users don’t immediately click through.
Higher rankings generate more traffic, which leads to more potential customers becoming familiar with your brand.
Enhance Reputation and Authority
Ranking highly for multiple relevant keywords helps establish your website as a trusted authority in your industry. Customers are more likely to visit and return to a business they perceive as credible and knowledgeable.
Google also rewards websites that deliver expert, industry-specific content by ranking them higher. Since Google aims to provide users with the most relevant and valuable information, well-crafted, informative pages consistently perform better.
Establishing yourself as an industry expert can also attract valuable backlinks from reputable sites, which further boosts your search rankings.
Predictable Organic Traffic
SEO provides a relatively stable flow of organic traffic over time.
Unlike PPC ads, which stop generating traffic as soon as you pause or end the campaign, SEO rankings tend to fluctuate gradually. This consistency allows you to forecast website visits and potential sales with greater accuracy.
Additionally, your organic traffic won’t suddenly disappear if your SEO team takes a short break. The lasting nature of organic search results ensures a continuous flow of new leads.
Cons of SEO
No marketing strategy is without its challenges. Let’s examine some of the potential drawbacks of search engine optimisation.
Long-Term Commitment
SEO is not a one-and-done process. Simply creating a well-optimised website isn’t enough—you need ongoing dedication to maintain and improve results.
Although your organic rankings won’t drop immediately if your site becomes outdated, they will gradually decline without fresh, optimised, and valuable content. Sustained SEO success requires regularly adding new content, as search engines like Google tend to deprioritise sites that appear inactive or stagnant.
Continuously producing new content can be very time-consuming, which is why many businesses outsource their SEO to professionals who have the expertise, tools, and time to manage it effectively.
Content Requirements
Search engines like Google won’t rank just any website. For every keyword, numerous relevant sites compete, but only the top 10 make it to the first page.
Content that performs well is high-quality, authoritative, and based on a well-planned keyword strategy.
If you lack the time or experience to stay updated on SEO best practices, hiring experts may be necessary. SEO professionals understand the nuances of website optimisation, including technical SEO, content marketing, and link-building.
High Competition
New businesses often face steep competition in SEO. Ranking for popular keywords can be tough if you’re up against established industry leaders.
For example, an online home decor retailer would compete with major brands like Temple & Webster, Target, or Pottery Barn.
To outrank such dominant players, you’ll need smart and creative SEO tactics tailored to your niche.
Constantly Changing Search Engine Algorithms
SEO is a field where learning never stops.
Search engine algorithms are updated frequently, meaning best practices evolve constantly. Techniques that worked years ago may now be ineffective or even penalised.
To maintain or improve your rankings, staying current with algorithm changes and industry updates is essential. Otherwise, your strategy could inadvertently harm your site’s performance.
Slow to Show Results
Unlike PPC ads, which appear immediately, SEO takes time to generate traffic.
Many business owners expect quick wins, but climbing into Google’s Top 10 can take weeks or even months of consistent effort.
SEO is a long-term investment in your digital presence. If you need immediate visibility on search engines, PPC advertising might be a better fit.
What Is Pay-Per-Click (PPC)?
Let’s revisit the search engine results pages (SERPs).
You’ve probably noticed the listings at the very top marked with “ad” labels—these are examples of pay-per-click (PPC) advertising.
These paid search ads are called pay-per-click because the advertiser (that’s you) pays the publisher (such as Google) a fee each time someone clicks on the ad.
Google provides a PPC advertising platform known as Google Ads, but other social media sites like Facebook and Twitter also offer paid advertising options. Learn about Google Ads for beginners.
PPC campaigns offer rapid visibility, enabling even small businesses to compete in the crowded online marketplace.
With PPC, you don’t need to focus on organically improving your search rankings. Instead, your ads appear directly to customers who match your target audience criteria.
Similar to SEO, PPC campaigns target specific keywords and factor in the level of competition. The overall cost of your PPC campaign will depend largely on these factors.
Pros of PPC
New businesses can gain significant advantages from PPC campaigns. When you invest in paid search advertising, you can expect the following benefits:
Achieve Fast Results
PPC advertising delivers quick outcomes. In many cases, you might see an increase in leads just hours after launching your campaign.
Unlike SEO, where organic rankings can take months to improve, PPC provides immediate traffic boosts to your website.
Your paid ads start attracting potential customers the moment they go live.
Secure a Top Position Above Organic Results
Beyond speed, one of the biggest benefits of PPC is that your ads appear above the organic search results on the SERPs.
When your target audience searches for your chosen keywords, your business will be the first thing they see, right at the top of the page.
Precisely Target Your Ideal Customers
While SEO casts a wide net, PPC allows for highly specific audience targeting.
For example, if you run a small business in Brisbane, you can tailor your ads to appear only in local searches, improving your chances of reaching nearby customers.
You can also define your audience based on demographics like age, interests, and more, enabling you to reach users who are further along in the buying cycle.
Leverage a Range of Ad Formats
Paid advertising offers great flexibility. Your PPC campaign can include different types of ads, such as visual product ads, callouts, promotional offers, and clickable website links.
You have full control over the ad copy and the landing pages your ads lead to.
For instance, you might run a PPC display ad highlighting a popular product alongside a search ad driving traffic to specific pages on your website.
Conduct A/B Testing on Your Ads
If you’re uncertain which ad copy performs best, you can create two variations to A/B test.
This method allows you to compare landing pages, product ads, calls to action, and other elements to identify what resonates most with your audience.
Moreover, insights from these tests can inform your SEO efforts by revealing effective strategies grounded in actual user behaviour.
Cons of PPC
When comparing SEO and PPC, several drawbacks of paid search advertising become apparent.
High Costs and Ongoing Investment
PPC advertising involves direct costs that vary depending on factors like keyword search volume, competition, and your industry. While some clicks might cost just a few cents, others can run as high as $40 per click.
A well-managed PPC campaign helps you control spending, but once your budget is reached, your ads will stop running.
Requires Skill and Expertise
Running successful PPC campaigns demands specialised knowledge. Google has specific requirements for ad structure, and staying current with best practices is essential.
Effective PPC management includes thorough keyword research, budget control, and flexible strategies to adapt to changing conditions.
Many businesses choose to hire professionals to avoid costly errors and maximise campaign performance.
Visibility to Competitors
Unlike SEO, where much of the keyword and conversion data is private and only accessible through tools like Google Analytics, PPC campaigns are fully visible to competitors.
Your rivals can monitor, analyse, and even replicate your ads, leading to aggressive competition.
This visibility sometimes results in bidding wars that drive up your costs unexpectedly.
Lower Profit Margins
Since PPC involves paying for every click, your customer acquisition costs can be high, especially if visitors don’t convert after clicking.
These ongoing expenses reduce profit margins, a challenge less common with SEO, which doesn’t require continual ad spend.
Limited Sustainability
Paid ads must follow strict guidelines from Google and other platforms, often limiting creativity and originality in your campaigns.
Unlike SEO, PPC ads don’t have lasting visibility—users tend to ignore ads that stay unchanged for too long.
To maintain effectiveness, you need to regularly refresh your ads, which can be expensive, particularly in competitive sectors such as finance, retail, or tourism.
Staying on top of PPC campaigns is essential to prevent your ads from becoming stale and losing impact.
SEO vs PPC: Which Should You Choose?
Selecting the ideal digital marketing approach between SEO and PPC largely depends on your unique circumstances and marketing objectives.
Both strategies are effective at increasing your business’s visibility on search engines, generating leads, and improving click-through and conversion rates.
Let’s explore scenarios where one method might be more suitable than the other.
SEO Marketing
If your goal is to:
- Achieve higher organic search rankings
- Strengthen your online presence
- Build brand authority
- Minimise marketing expenses
- Attract a diverse audience
- Maximise ROI over time
- Develop expert-level, informative content
then SEO is likely the right choice for your business.
PPC Marketing
Alternatively, PPC advertising may be preferable if you want to:
- Obtain rapid results
- Utilise a reasonable advertising budget
- Promote sales or special offers
- Drive targeted traffic to specific landing pages
- Launch new or innovative products
- Leverage social media advertising
- Reach precise audience demographics
A Balanced Digital Marketing Strategy
Though SEO and PPC are often viewed as separate tactics, they can be integrated to form a well-rounded and effective marketing strategy.
If you have sufficient time, resources, and budget, combining both SEO and PPC can significantly enhance your business growth.
Here are several ways to leverage SEO and PPC together:
- Optimise Your Paid Ad Landing Pages
Landing pages linked from PPC ads perform best when optimised for search engines. Marketing teams often involve SEO specialists creating these pages and PPC experts managing the ads, exemplifying how the two disciplines complement each other. - Combine Short-Term and Long-Term Solutions
For new businesses, waiting months for SEO results can be frustrating. PPC offers immediate traffic while your SEO efforts build momentum over time. It’s also a practical method to boost traffic during peak seasons or special events. For instance, a landscaping company might increase PPC spend during busy seasons and focus on SEO during quieter periods. - Retarget Visitors Who Didn’t Convert
Not every visitor from organic search converts immediately. PPC retargeting campaigns help re-engage those visitors by showing targeted ads that encourage them to return, read a blog, call your business, or complete a purchase. - Use PPC Data to Inform SEO Strategies
PPC campaigns generate valuable data, such as keyword performance and conversion rates, reducing guesswork when planning SEO tactics. Running PPC ads allows you to test keywords and calls to action, providing insights that help refine your SEO approach. - Promote Web Content via Social Media Ads
Besides Google Ads, social media platforms offer paid advertising options that drive visitors to your website. Promoting blog posts, product reviews, quizzes, or sales through social media ads can generate backlinks, boosting your organic rankings.
Popular social media PPC platforms in Australia include:
Build a Stronger Online Presence
Combining SEO and PPC significantly amplifies your brand’s online presence. Each time consumers see your business in ads or organic results, it builds awareness and trust, improving your brand’s visibility far more than relying on one strategy alone.
SEO vs PPC: Statistics
The comparison between SEO and PPC can often feel abstract without marketing experience.
To provide clearer insights, here are some key statistics that highlight the practical realities and potential of both SEO and PPC advertising.
SEO Statistics
– As of 2024, Google controls approximately 91.56% of the global search engine market share.
– In Australia, Google accounts for 93.63% of all search traffic in 2024.
– Every second, Google processes an estimated 103,121 search queries.
– Over 70% of all Google searches involve long-tail keywords.
– More than 70% of companies worldwide actively invest in SEO strategies as of 2024.
PPC Statistics
– Google paid ads are four times more likely to receive clicks compared to ads on other platforms.
– In 2024, global spending on PPC advertising reached $303.6 billion, more than doubling since 2020.
– The average return on investment for PPC is $2 in revenue for every $1 spent.
– Google display ads have the capability to reach 90% of internet users worldwide.
– The average cost-per-click for Google Search ads stands at $2.69.
SEO vs PPC: Final Thoughts
With a clearer understanding of how SEO and PPC compare, you’re now better equipped to choose the digital marketing strategy that aligns best with your business goals.
You might find that one approach suits your needs more effectively, or you may decide to combine both strategies to maximise your marketing outcomes.
If you’re seeking further guidance on search engine marketing, have questions about either strategy, or prefer to have skilled professionals manage your digital marketing efforts, feel free to reach out to us.
At DigiTotal, we deliver robust marketing solutions including SEO, PPC, and a range of other digital marketing services tailored to your business.
With over 20 years of experience long before Google became a staple in Australian searches, you can trust DigiTotal to handle your marketing challenges with expertise and confidence.
Contact us today on 0416968210 to discuss how we can help grow your business.
