If you want your business to be found online, two strategies usually come up: Search Engine Optimisation (SEO) and Paid Search advertising.
They both aim to get you in front of your ideal audience, but the path, cost structure, and speed to results are different. Choosing the right one, or combining both, depends on your goals, timelines, and budget.
What Is Search Engine Optimisation (SEO)?
Search Engine Optimisation (SEO) is the process of improving your website, so it ranks higher in organic (unpaid) search results on Google, Bing, and other search engines.
It involves:
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On-page optimisation: refining content, headings, and meta tags
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Technical SEO: improving site speed, mobile friendliness, and crawlability
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Off-page SEO: building backlinks and credibility
When done well, SEO earns visibility without paying for each click. The trade-off is that it is a slow build and can take months before results are strong and consistent.
What Is Paid Search?
Platforms like Google Ads (also referred to as Google Advertising, Search Ads, or Google Pay-Per-Click) or Microsoft Advertising give you:
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Immediate visibility in search results
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Control over targeting by location, audience, or device type
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Clear, trackable ROI when campaigns are well managed
The limitation is that when you stop paying, your visibility stops too.
If you’re curious about how we manage campaigns, see our PPC Management Services.
Key Differences at a Glance
|
Factor |
SEO (Organic) |
Paid Search (PPC) |
|
Speed of results |
Slow, months to build rankings |
Fast, visibility in hours or days |
|
Cost model |
No cost per click but ongoing effort |
Pay per click |
|
Longevity |
Long-lasting with maintenance |
Stops when budget stops |
|
Control |
Limited over exact ranking position |
Full control over ad placement |
|
Click-through rate |
Often higher for top organic results |
Can be high for competitive terms |
The Cost Myth: SEO Is Cheap, PPC Is Expensive
Many businesses believe that once you hit the top spot in SEO you will stay there, and that SEO is free while PPC drains your budget. Both are myths.
Why “Top in SEO Forever” Is Not Reality
Search rankings change constantly due to competitors optimising to outrank you, search engine algorithm updates, shifts in user behaviour and search intent, and declines in your own site performance. Without ongoing SEO work, your rankings will slip.
Why SEO Is Not Free
There is no bill for each click, but maintaining strong rankings takes continuous content creation and updates, technical fixes and site optimisation, backlink building, time, skilled people, and often paid tools.
Why PPC Is Not Automatically Expensive
PPC costs money up front, but if the return is there, it is an investment.
Example:
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Spend: £2,000 per month
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Revenue generated: £25,000 per month
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Profit margin: 10 percent, which equals £2,500 profit before even counting Customer Lifetime Value (LTV)
That is a ROAS of 12.5, meaning every £1 spent returns £12.50 in revenue. If those customers buy again, the return keeps growing without more ad spend.
Both SEO and PPC require investment. The difference is in how you pay and how quickly you see the return.
Use our PPC Budget Calculator to estimate what kind of return your business could achieve.
When to Choose SEO
SEO is the better choice if:
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You want long-term, sustainable traffic
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Your growth is not tied to urgent timelines
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You want to build brand authority and trust
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You have evergreen content that stays relevant
Example: A law firm creating detailed guides to attract potential clients over time.
When to Choose Paid Search
Paid Search is ideal if:
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You need immediate leads or sales
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You are launching a new product or running a time-limited offer
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You want precise targeting by location, audience, or device
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Your industry is so competitive that organic ranking will take too long
Example: An ecommerce brand promoting seasonal gift sets.
When to Use Both Together
The strongest digital strategies often blend the two:
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Use PPC for quick wins while SEO builds long-term authority
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Test keywords with PPC before investing heavily in SEO content
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Retarget SEO visitors with PPC ads to boost conversions
This way you are visible to searchers at every stage, from first click to final purchase.
Need help deciding the right balance? Contact us through our Google Ads Training page to learn how to set up smart campaigns that work with SEO.
SEO and Paid Search are not rivals, and the most effective approach is to use them together. If you need fast and targeted traffic, PPC delivers results quickly. If you want lasting and cost-efficient visibility, SEO provides long-term benefits. The smartest move is to match each channel to your goals, budget, and timelines, and allow them to work side by side for maximum impact.
