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SEO Vs. PPC | Difference, Pros, Cons, & Which is better?

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SEO Vs. PPC, Which one works better? Both SEO and PPC focus on driving traffic to your website. However, there are some differences. The main differences between SEO and PPC include that SEO boosts your website’s visibility by driving organic traffic but PPC ads appear at the top of the search results page targeting specific keywords. Also, PPC costs money bringing immediate results while SEO takes time and has a lower cost.

This figure showcases the search ads (red boxes) and organic results (gray boxes).


This article will guide you through choosing the best option that matches your requirements and exploring the differences, pros, and cons.

What is SEO? | Inclusions and Objectives

Search engine optimization optimizes a website’s performance to increase visibility in Google search results and drive more traffic to your website. SEO normally includes some key areas such as keyword research, On-page, Off-page, and Technical SEO. let’s explore each area’s main focus and their involvement.

  • Keyword research

The process of finding the keywords users search on a search engine to make their inquiries is called keyword research. Keywords are the words or phrases that people mostly use when searching. SEO managers typically do this research using different tools including Ahrefs, SEMrush, Keyword Planner, etc. to determine their target audience intent and the words they enter into the search box.

  • On-page SEO

On-page SEO involves the process of optimizing web content for search engines and users to improve a website’s ranking on search engine results pages and gain more traffic. This area includes the following aspects:

  • HTML elements
  • H1 tags, keywords, and meta descriptions
  • Keyword included alt-text and headings
  • Optimized keyword integration

On-page SEO Checklist

  • Page Title
  • Meta Description
  • URL Structure
  • Heading Tags
  • Keyword Usage
  • Content Quality
  • Visual Content
  • Image Optimization
  • Internal Linking

Off-page SEO

Off-page or off-site is another aspect of search engine optimization to rank higher in the search results by improving a website’s authority and reliability through building backlinks and appearing on different online channels.

Off-page SEO Checklist

  • Backlinks
  • Social Signals
  • Guest Blogging
  • Influencer Outreach
  • Brand Mentions
  • Forum Submission
  • Local SEO
  • Blog Directory Submission
  • Article Submission
  • Question & Answer Sites

Technical SEO

This aspect of SEO involves optimizing the website for search engines and making it easy to crawl while improving user experience. Technical SEO involves increasing the website speed, fixing technical issues, redirecting, etc.

Technical SEO Checklist

  • XML Sitemap
  • Robots.txt File
  • Site Speed
  • Mobile-Friendly Design
  • Secure Sockets Layer (SSL)
  • Structured Data
  • Duplicate Content
  • Broken Links
  • Redirects
  • Website Architecture
  • Mobile Friendliness
  • Page index

Need SEO services in Toronto? By checking out our services page, you can get familiar with our practices when employing strong techniques to help you boost your sales.

SEO Goals and Objectives

Depending on the business requirements and objectives, search engine optimization can have a variety of goals including the optimization of your website for more visibility, higher ranking, and driving organic traffic. These practices are done by understanding your target audience, identifying relevant keywords, optimizing content and in-page elements, improving website authority, monitoring progress, and other related tasks to achieve business goals.

Remember, SEO is a process, not a project! Be patient to get excellent results in your business growth journey.

SEO: Pros and Cons

SEO advantages:

  • Lower cost (most of the time)
  • Long-term effect
  • Organic results are more popular among users
  • Growing your brand and authority
  • Brings more traffic at a lower cost
  • Can have more ROI

SEO disadvantages:

  • Takes time
  • High competitiveness
  • Algorithm changing

Wondering which one to employ first? Following this video link will provide you with a comprehensive guide and give you more information about the topic:

SEO vs PPC – Which One Should You Invest In First?

What is PPC? | Inclusions and Objectives

PPC or pay-per-click is a practice of digital advertising aiming to pull visitors to the targeted page and the advertiser pays each time a user clicks on the ad. The goal is to boost brand awareness, lead generation, remarketing, and increase sales. It’s worth mentioning that if you aim to boost your sales, the ROI rate is the first factor you should consider.

GA Dashboard

In addition to  Google Ads, PPC involves YouTube ads, Facebook Ads, Quora, Reddit, etc. and you can choose any of them based on your goals and target audience.

Don’t know which one works best for you? Canada Create team will guide you through employing PPC advertising while choosing the right channel. Check out our Google Ads services to learn more about our process.

PPC areas include:

  1. Keyword research
  2. Bid setting (budgeting)
  3. Ad creation
  4. Audience targeting

PPC Pros and Cons


  • Bring immediate results
  • Most users don’t click on the ad results
  • Bringing you to the first results
  • More effective due to focusing on specific areas and keywords
  • Measurable growth and predictability
  • Boost sales


  • Costs money
  • Short-term effect (cuts off when you stop paying)
  • Most cost-effective advertising

SEO Vs. PPC Difference: Which one is better?

Depending on your goal, budget, and target audience, you can choose SEO when you want long-term, sustainable, high-ROI traffic. However, if you’re willing to have immediate scalable results, PPC works better for you.

SEO Vs. PPC: which channel will work better for you

The point is that you need both channels to achieve your business goals. While SEO can convert better, and bring you organic leads at a lower cost, PPC is going to increase your lead reach with a more predictable process and you don’t need to wait to get results.

SEO Vs. PPC: Why should you track both?

When comparing SEO Vs. PPC, it’s critical to maintain an 80/20 balance. This means investing 80% of your resources in SEO for long-term, sustainable results, and 20% in PPC for immediate visibility and short-term gains. This blend leverages both strategies’ strengths, creating a robust and holistic digital marketing approach.

PPC vs. SEO cost

PPC incurs costs every time a user clicks on your ad, leading to immediate but potentially expensive results. On the other hand, SEO, or Search Engine Optimization, involves no direct costs per click but requires consistent effort and time for content optimization and backlink acquisition. Hence, while PPC might offer quick visibility, SEO is generally considered a cost-effective strategy for long-term success.

Last Words

In conclusion, answering the question, “ SEO Vs. PPC: Which one to choose” depends on your business goals and needs based on your budget and if you need immediate results or you can wait for 6-12 months. But remember that you should apply both methods to gain better results to improve your website traffic, brand awareness, increasing your sales, etc.



  • How do I combine SEO and PPC?

SEO and PPC can be combined by using the traffic and keyword data from PPC campaigns to inform your SEO strategy and adjusting PPC campaigns based on the organic reach of your SEO efforts.

  • Which is better for small businesses SEO or PPC?

For small businesses with tight budgets, SEO is typically a more cost-effective and sustainable long-term strategy.

  • How long does it take to do SEO?

The time needed to see results from SEO can vary, but typically it may take 4-6 months.


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