10 Reasons Why SEO is better than PPC

10 Reasons Why SEO is better than PPC

Taaglio Consulting

4 August, 2022

Taaglio Consulting

4 August, 2022


A question that is often asked is which is more effective in your marketing strategy: SEO or PPC? This is not a general question, understanding your potential customers and their use of the internet is key to deciding whether to consider paid search, organic search, or a combination of both is the best approach for your unique and ever-changing situation. This post specifically looks at the benefits of SEO over pay-per-click (PPC) as a marketing strategy.  This does not mean PPC is a waste of time. But SEO can give you some decisive advantages which PPC will not be able to give you in the same way.

SEO is a method to improve search engine find ability. The abbreviation SEO stands for “Search Engine Optimization”. SEO pursues the goal of having your own relevant content appear in prominent positions in the search results. Search engine optimization can be operated for all search engines. Due to the supremacy of the web, the focus is on optimization for Google. Other search engines such as Bing or Yahoo play a minor role in optimization.

Why Choose SEO over PPC?

Actively doing SEO not only means investing a lot of time in research, market analysis and optimization, but also continuously and accurately finding out about the latest trends and Google updates. Due to Google updates of various dimensions that take place several times a year, this represents a challenge that should not be underestimated. However, if this time is invested, enormous opportunities can arise. For most companies, search engines are the most important channel for attracting users to their website.

SEO also plays a key role in acquiring new customers, since search engines are often the most important source for bringing inexperienced users to a website using generic search terms. Ongoing search engine optimization can ensure the long-term success of a website without investing in paid ads on a permanent basis. Good SEO optimization can pay off over the years, as it builds authority in your field, increases brand awareness, and over time is viewed by Google and users as a reliable source of information.



Which is better: just buy your way to the top of the search engines via a pay-per-click (PPC) campaign or a search engine marketing tool – advance your organic (or natural) search engine marketing strategy through search engine optimization (SEO)? Deciding where to allocate your marketing budget is a difficult decision for many business owners, and deciding between SEO and PPC is often plagued by doubts about which is the better tool. There are two main differences when looking at SEO versus PPC. First is that paid ads appear at the top of the page, above the organic listings influenced by SEO. Second, organic traffic is free through SEO while traffic from PPC pays for each click. In many cases, SEO and PPC work best when they are integrated and strategically aligned.

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SEO: Improve Your Organic Traffic

SEO is often referred to as “organic” or “natural” lead generation. In general, SEO consists of optimizing your web pages to improve their position in naturally occurring search results. Organic SEO means making sure that search engine spiders can crawl and understand what is on your web pages, and ideally, they rank your site higher than your competitors.

The definition of what exactly SEO is can often change due to industry trends and changes in Google’s algorithm, but it comes down to providing a website that explains exactly what the company does and provides helpful content for both human visitors and visitors available for Google search engines.

This can mean that the website is in good condition, using clean codes and search engine friendly content that appeals to both human readers and Google search robots. Maintaining inbound links from other websites can determine your “link authority” and improve your ranking. Blogging, social media marketing, and online videos are three of the most effective ways to acquire quality links.

What are the pros and cons of organic traffic from search engines? Here are the top ten key points:

1.       Awareness

Search engine visibility for your targeted keywords introduces your business to potential customers in the same way as if you advertised specifically and openly. Of course, this improves the general awareness of a company and a brand and leads to greater public awareness. That alone can make a potential customer consider you more likely.

2.     Branding

Visibility around commercial search terms and requests for information related to your business usually has an incredibly significant branding advantage. This leads to your brand being directly identified with a certain line of business and being talked about among consumers. This in turn means that the brand is presented more strongly in general awareness.

3.     Trust and Credibility

Having your website appear consistently in your target audience’s search results can have a significant positive impact on credibility with an audience searching for your services. Many users skip ads and trust organic results more because ads just look too much like intrusive ads. Visibility gives your company a quality feature that can be crucial. Strong rating and reputation signals will also bring additional benefits.

4.     Increased Website Traffic

Increasing website traffic gives you more opportunities to spread the word about your business and educate potential customers about why they would buy from you. Cost-per-click. Traffic from organic search is free. Developing this visibility takes time and effort, but there is no direct cost per click, which offers a distinct advantage over PPC and makes a compelling case for using SEO.

5.     Advantages regarding Cost / ROI

You can’t necessarily say that SEO is cheap. Still, it’s more cost-effective than all other marketing tactics to drive brand awareness and relevant traffic to your site. The labor cost of setting up and managing a PPC campaign is usually the same or even more than the labor cost of SEO, but there are also the ongoing click fees you pay after setup. This also applies to the return on investment (ROI). Organic search engine traffic can offer an improved ROI over traditional forms of paid media, so it totally pays off overall. PPC is comparatively expensive here.

6.     Improved Sustainability

Unlike paid search marketing, organic traffic doesn’t dry up the moment you stop paying. Therefore, efforts to develop organic traffic can prop up a business when marketing spend is cut. This makes your SEO campaign much more sustainable than PPC and leads to longer-lasting effects.

7.     Improved clicks through rate (CTR)

A higher percentage of users click on the organic results. While there are exceptions to this rule, you will generate more clicks from a high-ranking organic listing than from a high-ranking paid ad. SEO makes your content more likely to appear higher in search results, increasing the chance of valuable traffic.

8.     Increased overall-clicks

To maximize visibility and clicks, you should have listings in the paid and organic results. This is where keyword-level experimentation is needed to see if you are paying for clicks, you’d get for free, or if you’re looking at total clicks and the Increase CTR in both paid and organic. However, to really maximize results requires strong visibility across both paid and organic.

9.     Broader Scope

There is such an enormous amount of various new searches every day that you need strong organic visibility to maximize your traffic volume. You also do not want to pay for every type of click or promote every piece of content directly on your site.

10.  Strategic Advantage.

Visibility in organic search is neither quick nor easy. First, this should be viewed neutrally. Once you establish yourself in organic results, it becomes even more difficult for your competitors to match you in this regard. This can represent a strategic advantage over the competition if they rely on paid research.


Search engine optimization is no longer an insider tip, and neither is the fact that a usability-optimized website is important. Nevertheless, one finds repeatedly that many company websites do not correspond to this scheme, and SEO is still considered unimportant. This is very shocking on the one hand, but on the other hand, it offers many companies a chance to jump on. For this, however, the management must have understood that SEO as part of online marketing is part of the holistic marketing strategy and thus leads to lasting success. Search behavior and search engines are constantly changing.

This fact is why ongoing and sustainable search engine optimization is important. These constant changes also require the appropriate know-how, as well as the subsequent adaptation of trends and measures. Any company that does not deal with this topic will not be successful in the long term. Competitors also do SEO! At least there will be no market in which at least one competitor is not actively engaged in search engine optimization.

Companies that do not do SEO not only lose website visitors but also potential customers who are actively looking for a product or service. Search engine optimization is one of the most cost-efficient marketing channels. This is mainly because organic search hits are free traffic. Especially in connection with paid search ads (e.g., Google Ads) or other online marketing channels, sustainable search engine optimization forms a cost-efficient online marketing strategy. Because in contrast to paid advertising, traffic does not collapse completely when you reduce the budget.