Organic SEO vs. pay-per-click ads

Organic SEO vs PPC ads

To claim your share of Internet business, your website MUST appear on the search results pages of top search engines like Google®. A search results page is made up of organic search listings, which are free, and paid advertisements, or pay-per-click ads. Both are part of an effective online marketing strategy.


Organic SEO Listing

Organic search listings

  • Search engines “crawl” the Internet, analyzing websites to determine where they should be listed in search results and in what order.
  • They look at factors such as keywords, page content, title tags, description tags and link builders.
  • By paying attention to these factors, you can improve your website’s search engine ranking—referred to as Search Engine Optimization (SEO).


Pay-per-click ads (PPC)

Pay per click ads

  • With pay-per-click advertising, you “buy” your ranking for a particular search term or keyword.
  • This involves choosing keywords, creating ads, and bidding on the keywords that are most relevant to your website or business page.
  • Unlike organic SEO, which can take weeks or months to take effect, PPC ads are prominently displayed right away.
  • Your ad will display each time your keywords are used in a search (and ranked based on your bid amount), but your ad budget will only be spent when your ad gets clicked on.