SEO vs. PPC: What is best for your business?

One of the most common questions we receive from business owners is whether PPC or SEO is better for their marketing strategy.

This is like asking your parent who is their favorite kid. We cannot have a definitive answer for them because choosing a campaign for your business depends on your short-term and long-term goals. SEO can be a long-term investment that can give a better ROI while PPC is more short-term that can give you instantaneous results.
In this article, we will break down the pros and cons of each strategy to help you have an idea how both works.

Pros and cons of PPC

PPC or pay-per-click campaign is a digital marketing strategy where the owner pays a certain amount every time an Internet user clicks on their advertisement online. The ads are placed on top of the organic results. Undoubtedly, PPC will help boost your online presence and conversion rate. If you have a small business and you want to increase your exposure, this will give you instant traffic to your site.

PPC’s biggest disadvantage is the COST-PER-CLICK (CPC). The CPC depends on how much you are willing to bid for a keyword. By the use of Google’s Keyword Planner, you can check how much your competitors in the same industry are willing to pay for an advertisement. The cost can start from $5 to $60. To give you an idea if you will use the keyword insurance and it cost 60$ per click and you received 10 clicks in just a day, you will pay $600. Yes, PPC can be costly.

Pros and cons of SEO

SEO is cost-free. You do not have to pay an extravagant amount of money to rank high on organic search.  From an ROI point of view, this can be a lucrative strategy.

SEO also leads to better conversions than paid results. There are many users who subconsciously train themselves to ignore all of the advertisements and continue to the organic results. It means people trust companies who take time to rank high on search engines; they think that you are a leading company in your industry.  

The only disadvantage of SEO is it takes time. You need the patience to rank high on search engine. Some businessmen do not understand why it takes 6-8 months to be on the second page and approximately a year to be on the first page.

Maybe your competitors have already invested time and money for over 3 years and you just started a week, so do not expect to have results immediately. You need to catch up with them but the fruit of labor and time will surely be worth it once you rank high.


Just like any successful digital marketing strategy, you need to try different ways and all means to achieve your goal. You cannot have an “either-or” choice because combining PPC and SEO is powerful.  Well-calculated hours dedicated to SEO improvements and PPC campaign is always the best solution for a company with a limited budget with big goals.

Are you looking for the best SEO Company?

Strategically using both SEO and PPC for your business is not as easy as it sounds. Most businesses which rank high in search engines invest their money to hire SEO companies to do the job for them.

Authority Solutions™ is the top SEO company in Houston that skillfully provides SEO and PPC strategies that meet your business needs.  Contact us today at (888) 997-4146.