SEO vs PPC: What to invest in 2023? (Ultimate Guide)

A Quick Summary – In this article, we will look into the two of the best digital marketing techniques, SEO and PPC for your website. And which one will stay longer in the business.

Selling Links had generating loads of digital traffic is one of the ways for giving a rapid boom to the business. This also means that your services/products are reliable for the users. In spite of the fact that there are lots of ways of getting traffic to your site, SEO and PPC have a great hype among all of them.

For me, understanding your customer’s perspective and how they use the sites is the key factor to determine whether to use SEO or PPC marketing strategy.

Let’s look into the yin and yang of the SEO and PPC.

An Organic Marketing Strategy – SEO

The abbreviation SEO stands for Search Engine Optimization. SEO friendly site means a search engine can easily slide through your site, interpret your content and index it into its database. Once your content is indexed, chances of high ranking are quite immense. Natural or organic traffics leads to your site to the top rankings in search engines.

SEO Techniques – Black Hat & White Hat SEO

Black Hat SEO

Black Hat SEO are deceptive and quite outdated. Owing to the updating search algorithms and advancement in machine learning, spam techniques are now exposed more than often. Some of the Black Hat Techniques are:

  • Selling Links
  • Keyword Spamming
  • Link Farming
  • Keyword Stuffing
  • Cloaking
  • Article Spinning
  • Hiding Links on your site

White Hat SEO

White Hat SEO techniques maintain the integrity of the website by staying within the terms and services of search engines. Some of the white hat SEO Techniques are:

On-Site Optimization:

  • Meta Title and Tags Implementation
  • Images ALT and Title Tags
  • Content Internal Linking
  • Heading Tags (H1, H2, H3 etc.) Optimizations
  • Canonicalization
  • Robots.txt and Sitemap.xml and more…

Off-Site Optimization:

  • Guest Post Submissions
  • Local Business Directories
  • Social Signals
  • Blogs Commenting
  • Social Bookmarking and more…

Pros of SEO

Cost Effective

SEO is quite cost-effective as natural traffic is driven to your site and as compared to other marketing strategies it delivers brand awareness and relevance more effectively.

Brand Awareness

As Google has stepped up its search algorithms, adopting the use of nuances such as stemming, synonyms, acronyms, and answers, now it’s far easier to reach out the potential customers and users for brand awareness in search engines.

Long Lasting

As compared to paid strategies, your search traffic does not seize right after you cut back your marketing budget. Organic strategy takes some time to drive traffic, but once you are invisible, your business can sustain for longer.

Cost per Click

Organic traffic takes a bit time, but once it sets up, clicks or impression are not charged.

Stable Ranking

In SEO technique, content is ranked based on the relevance and usefulness, chances of higher ranking are good enough, as compared to paid strategies, where competitors can bid more to rank high and appear in more searches.

Cons of SEO

Ongoing Process

An SEO strategy is an ongoing process meaning that your site will never be fully optimized. However more you put effort more you are likely to reap the reward by ranking higher in future searches.

Slow optimization

SEO is slow as compared to other paid marketing techniques. You will have to put a lot of effort before the results are visible.


SEO technique is time-consuming, as you have to research for the ranking keywords, your opponents’ marketing strategies, best and useful content for your site. You can hire someone or use some marketing tools but it will cost you bucks.

As you’ve learned about SEO, now is the time to get some insight about PPC marketing technique.

PPC – A Paid Marketing Strategy

PPC stands for pay-per-click, a marketing strategy to buy visitors for your sites. In PPC strategy, advertisers pay a fee for each click they get on one of their ads. It plays an effective role in time sensitive and specialized campaign by directly addressing the competitors and breaking into the new marketing platforms. If you only did keyword research once to create your campaign, you are more likely to lose the potential visitors. PPC keyword list should possess these qualities:


You must find and use relevant keywords according to your services and offers to bring the targeted audience to your page, instead of wasting the budget on relevant keyword biddings.


Along with commonly and mostly used keywords, your research should also include the long tail keywords. Such keywords offer higher chances to lead more traffic to your site.


PPC is verbose which helps you expand and refine your campaign iteratively. Such a strategy helps you grow visits to your site.

Pros of PPC


PPC strategy is scalable – all you have to do is to set a budget aside to get through all this search optimization process. It offers rigid control over budget, allowing you to set the limit for the campaigns.

Ranking on the page

Even if the user chooses to get past the ads on mobile and web, they would still see the paid search ads.

Brand visibility

PPC lets your products are seen by the right audience. With the help of visual product ads, you can bring more value to your ads and gain effective control of the leads to your site.

A/B Testing

One of the perks of PPC is A/B Testing, providing call-to-action buttons, effective landing pages and split-test ads. It allows targeting potential customers based on keywords search, language, device, time and previous visits.

Final round…

“Who is the winner?” This debate is never-ending, as both SEO and PPC strategies offer functionality and features according to the businesses’ perspective, target audience, budget, sustainability and scope. If your business target is long term marketing, then SEO is the all-rounder here. SEO won’t rank you high overnight but it will help your business to maintain it’s ranking on the engines.

On the other hand, if you are inclined to see a quick result and want to get most out of your campaign, it’s best to use PPC.

Both SEO and PPC can get you to the front page of the search engine. All you have to do is to adopt the right strategy.

Seek out the SEO & PPC specialists at Clustox to help you resolve the dilemma of adopting the right marketing strategy for your business. They have the expertise, skills and knowledge to amplify your financial plans and deliver a positive Return on Investment (ROI). Clustox has got your back. Let them help you grow your business by choosing the SEO and PPC strategy best fit for your business.

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