SEO vs Paid Search: Which Should You Invest in?

Paid search and SEO are two of the most common types of digital marketing. They are very different, and they’re both also very effective in their own way.

So, when should you consider investing in paid search, and when is it better to focus on SEO?

Paid Search vs SEO: What Are They?

A paid search ad is one that appears at the top or bottom of the search rankings on Google, Bing and other search engines.

It looks like a typical search engine listing, but there is a “sponsored” tag alongside, letting users know that the company paid to get that placement.

Depending on the search engine and ad options, companies may pay for clicks or commissions, but there is no guarantee they will get either.

The goal of all marketers is to drive the return on advertising spend (ROAS) high, which means they earn more from clicks and conversions than they paid to the advertising platform.

Search engine optimization (SEO) focuses on increasing organic search engine rankings. It takes more time to get results, and a lot of work goes into getting there, but a good strategy can take a site to the top of Google and stay there which could generate dividends for a long time to come.

There are no “sponsored” tags alongside organic rankings, and advertisers don’t pay for every click or conversion. They do pay for SEO consultants and content creators to get those results, but beyond that, there is no additional cost.

Pros of Paid Search Over SEO

Paid search may not offer as much of a long-term solution, and it can be pricy if it’s not properly optimized, but there are benefits to using this option over SEO.

Fast Results

While SEO takes time to deliver results, paid search gets those results immediately.

You’re paying for those results, of course, but if you need instant results for an upcoming project or launch, you can’t beat paid search.

Easy Targeting

Paid search platforms like Google Ads have gathered endless data on their users, and most of this is available to advertisers.

It knows how old its customers are, where they live, and what their interests are. It even has a good idea of which customers are more likely to buy from shopping ads, as well as how much they are likely to spend.

You’re not simply throwing your ad into the ether and hoping for action—you’re targeting hyper-specific demographics.

Instant High Placements

It’s not always easy to rank at the top of the search engines for your intended keywords. It demands a comprehensive SEO strategy and takes a lot of time. Technically, however, you can fast-track your site to that position with paid advertising.

It’s not quite the same, of course, as we’re talking about sponsored placements where you pay for clicks and conversions. It’s still a high position though, and it can greatly benefit your brand.

Pros of SEO over Paid Search

SEO is considered a must for companies of all sizes, and it’s also the main source of advertising for content sites like blogs.

It’s More Credible

You’re looking for a toy for your kid’s birthday, and it’s not available on Amazon, eBay, or any other site you typically use.

What do you do?

If you’re like the average user, you’ll search Google, pay little attention to the sponsored listings, and then skip straight to the organic results.

You won’t look beyond the first page, and you may not even look beyond the first few results.

That’s just the way it is. It doesn’t mean those low-ranked sites are not credible, but as the lower reaches of Google are filled with scam sites, spam sites, and sites that are completely irrelevant, people tend to have a negative association.

Getting your site to the top of the results organically can make a massive difference to brand credibility.

It Costs Less in the Long Term

You need to spend money in the beginning to get your content strategy underway, but after that, SEO is usually cheaper than paid search.

You’re not paying for clicks and conversions, after all.

It is More Sustainable

Sitting at the top of Google can drive a lot of traffic to your site, and you won’t spend a cent (although some maintenance might be needed to keep your results there).

If you can’t get a paid search campaign to work for you, it means you could be spending more than you’re earning. Even if it does work, you’re still losing a chunk of your earnings paying for advertising.

Business that Can Benefit from SEO

All sites can benefit from SEO.

Arguably, however, the ones that benefit the most include:

• Local Services: Local SEO will attract more locals to your business and may be much cheaper than paid search.
• Competitive Keywords: If you’re spending $10+ per click for paid searches, it’s difficult to make a paid search campaign work, and SEO could be a cheaper option.
• ecommerce: Trust is key, and your customers want to see that you have high rankings. SEO is essential for ecommerce brands.
• Content Sites: If you don’t have a product or service to sell, it’s difficult to make paid search work. SEO is the way to go.

Business that Can Benefit from Paid Search

As mentioned above, content sites may struggle to make paid search work. There are others where it is much more effective, though:

• New Businesses: You want instant exposure and sales when you launch a brand, so get started with a paid search campaign.
• Competitive Sectors: If the keywords are reasonable and the competition is fierce, you need as much exposure as you can get.
• Sites with Promotions: If you regularly run promotions, combine them with paid search campaigns to get the word out when the promo is still active.

 When to Combine SEO and Paid Search          

There are clear benefits to using both SEO and paid search, but this doesn’t need to be an either/or situation. You can use both SEO and paid search, and most of the time, it’s the best thing you can do.

Imagine that your brand tops paid searches for your main keywords, and when customers scroll down, they see that you’re at the top of the organic rankings, as well.

It’s a double-whammy that’s sure to grab their attention, as well as their money. If they’re not the sort of person to click sponsored ads, they’ll just click your organic link, and if they click the first link they see, you’ll get them through your paid search.

Remember, though, that paying for search ads doesn’t help with your SEO. Throwing money at Google won’t convince them to influence your organic campaigns, so that should never be your reason for investing in both.

Conclusion: SEO vs PPC

SEO is an important investment for businesses of all types and sizes, one that can pay for itself tenfold in the future. A lot of time and effort goes into an effective SEO campaign, though, and it needs to be done properly if you want results.

If you want sales, leads and conversions now, focus your digital marketing on paid search.

Contact us today to discuss an SEO campaign for your brand. We have experience in taking various companies from all over the world to the first page, and we can help you do the same.