SEO vs. PPC: Which Should You Use?

The debate of the hour on the internet is the war between SEO and PPC. Which one is better to use? Which among them can bring more traffic in lesser time? These are a few of the many questions asked worldwide about the above topic. To answer all the questions, first, we need to understand better two of the most important terms in Digital Marketing. Let’s first discuss what these two are all about:


SEO (Search Engine Optimization)

The main purpose of SEO is to rank the websites (searched by users) according to the most relevant, readable, unique, user-friendly, and simple websites, organically gaining the priority to appear on the most significant positions in any search engine. To know more about it from an expert view, you can check this out. Basically, there are two ways to rank your website on top positions on search engines known as on-site SEO and off-site SEO:


On-Site SEO:

On-site SEO refers to changes and adjustments made on your website in certain components, which can make it easier for people to find it. This includes the presentation, quality, and uniqueness of the desired content, which depends on various components:-


  • Select appropriate keywords according to the title. Inserting eye-catching and relevant Images and aligning them properly.

  • Fast load speed (Users tend to ignore sites that take more than 3 seconds to load).


Off-Site SEO:- 

Off-site SEO refers to what you do outside or away from your website to improve your rankings on search engines. This includes mentioning your content on other popular websites through external links or promotion of your website via social media. Off-site SEO doesn’t have anything to do with what goes inside your website. Moreover, interlinking your internal pages with other websites can make a huge impact on SEO rankings.


Though both of them are useful practices but using either one of them is not enough to rank your page on topmost positions so experts advise using both of them properly in sync to have a much greater impact on SEO ratings. 


Working Of Search Engines

Search Engines basically work in three stages:-

  1. Crawling:- Crawling is the process done by robots known as crawlers or spiders to traverse the internet for content such as images, videos, or any kind of files.

  2. Indexing:- Indexing is a process through which search engines consider which content to store and which content to skip. Users cannot find websites that are not in search engines’ databases.

  3. Ranking:- The final step in their work is to rank the web pages in databases according to what the users are searching for in order of most relevant to least relevant. All this process is done in accordance with the algorithms made by google.


PPC (Pay Per Click)

The main difference that could be seen between SEO and PPC is that you try to rank your website completely organically without using any advertisements in and without any kind of money-related transactions while opting for SEO. In contrast, in the case of PPC, you are ready to pay per every click that a user does because the value of a click made by the user has more worth than you pay for the ad if it results in a conversion. It takes a lot more than money to rank your ad among the best positions on the search engines, which includes managing and optimizing correct keywords which are more relevant to the topic that the content is made on. 

One of the most significant and popular systems of PPC is:-

Google Ads

Google Ads is a model based on PPC for the promotion and advertisements of running businesses in which users bid for keywords and positions where they want their website to appear. The winners are chosen on behalf of mainly two vital factors, which are CPC Bid (advertiser willing to pay the maximum amount) and Quality Score (Based on relevancy and quality of the content).


How Google Ads Work?

Whenever a search is made on Google, an auction pool starts if any advertiser is willing to bid for the searched keyword. Then, the advertisers decide on which keywords to bid and how much to pay for them, and Google selects the most relevant and the most maximum bidded keyword and the simultaneous ad from your account. To determine the Ad rank, google takes the product of the two vital factors discussed earlier, known as CPC Bid and Quality Score.

AD Rank=CPC Bid*Quality Score

And finally, to determine the price that you have to pay for the ad, the following formula is used:-

Your price=ad rank of the person below you/your quality score +0.01$ 



The best way to rank your websites on top positions is to use SEO and PPC in correspondence according to your business. Both of them have their disadvantages and advantages. Some people have hefty amounts of budgets, whereas others can’t afford PPC. The most important thing to remember is to have correct and deep knowledge of both of them to experience better results for every business.


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