SEO vs. PPC by Seattle Web Design

Search Engine Optimization vs. Pay Per Click

SEO and PPC play a huge role in what you see on Search Engine Results Pages (SERP), and this all depends on the keywords punched during the search process. After all, search engines function is to organize and look for relevant content on the web, marketers want to be found on search results for specific content, and the users do what they do — browse and search the web for whatever they want to find.

Generally, we use a browser such as Google to search for content on the web. In fact, Google help gets you thousands of results. One day, Google may get over 63 000 searches every second on average, which converts to 2 trillion searches every year, 3,800,000,000 searches every minute, 228,000,000,000 every hour, and 5,600,000,000 days. With that said, a viewer will most likely pick anything from the first two pages of the search results. If they don’t get what they are looking for will try a different keyword hoping you get something relevant.

How Organic Results compare to PPC


For example, if you search for “Seattle website design small business” on Google. The results will bring the first four being adverts and followed by listings are known as organic (natural hierarchy determined by search engine algorithms) results and scrolling down. You will see an additional three more PPC adverts.

Top and bottom SERP for the keyword “Seattle website design small business. “

Organic SEO or PPC?

With PPC, you get an advertisement for your product and or service to appear at the top of a search engine’s page, ahead of the organic listings, but each click will cost you and does not always mean it's a direct sale.

Organic Search Engine Optimization is “free” and is one of the best SEO marketing strategies to opt for. It takes time and patience to figure out the content relevant to search engines and your potential customers. However, two things rule over the SEO vs. PPC battle; keywords and Return on Investment (ROI).

Organic SEO vs. PPC

Organic SEO

Search engines try their best to make sure their users get relevant results and high value and quality. In fact, search engines have algorithms that determine the hierarchy of sites depending on how relevant and user-friendly websites are; if the content is relevant, easy to read and navigate, it will most likely appear on top.

Search engine optimization involves making some changes to any website content and design to make it look good and legit for search engines and a chance to get it displayed ahead of millions of other results. Some key elements that help improve your page one ranking via organic SEO include:

Some Organic SEO Tips

  • Regularly refreshing your content will make your product or service more marketable. The most recent post usually appears at the top.
  • Create your content around keywords and phrases that a search engine user might type. The words should be related to your business or service.
  • Relevant content tends to be more engaging and effective, so visitors will spend more time browsing and eventually making purchases or leaving feedback.
  • The benefits of Blogging are high on the list and could increase your website's ranking. A content-heavy blog can get a browser to push your blog ahead.
  • Optimizing your webpage by making sure the keywords you want to be found using the correct H1 tags, images should halve alt attribute, and Meta descriptions with your keywords in it. By optimizing your page, keywords become notable when a search engine crawls your website.


Pay per click refers to an advertisement that appears during search results but pays only when the viewer clicks on it.

Two types of PPC adverts

  • Search network Pay per Click adverts
  • They depend on keywords that trigger the advertisement to show up when users search for the keyword. A Search Network advert will show an H1 element, Landing page link, a description, and extensions.
  • Display Pay per Click advertisements
  • Say you visit a shoe website A and go to website B with a banner about website B you recently visited. The banner is a PPC type of advert. Display advert banners are targeted at potential customers that have viewed your site but left without purchasing anything.

Keyword Research & Time

SEO and PPC are both influenced by keywords. If you want to put a product or service on the web, you need to look at it from a searcher's perspective by doing keyword research — what consumers might type when they are looking for your product. Google AdWords keyword planner is the best way to get started. The picture below is a screenshot from Good AdWords showing the process of keyword research and some of the features you will see when you use the program.

Look up the ranking of your potential keyword for your product. If competition is high, then a lot of companies are trying to compete with those keywords. Whether it's organic SEO or PPC, it takes time, patience, and data analysis to stay ahead of the competition.

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A Seattle web design and online marketing agency that delivers high-end websites. A passion for web development and SEO.