You’ve spent weeks getting your new website up and running. The content is good, the links work, and the site looks great. Now, how are you going to get people to visit? As far as online marketing goes, your two major options are Pay-Per-Click (PPC) advertising and "organic" or "natural" search engine optimization (SEO). Each provides a unique list of advantages that can be leveraged to improve your site’s visibility and popularity on the web, depending on what stage your website is in. The problem is that too often, PPC and organic SEO are viewed with an "either/or" mentality, rather than a cooperative one. In fact, most information regarding PPC and organic SEO on the web presents the techniques in opposing, comparative, or "versus" viewpoints.

According to some, choosing PPC as your online marketing platform means you must sacrifice the positives that organic SEO can bring (and vice versa). But why can’t you have your cake and eat it too? Well, if you play your cards (and plan your budget) right, you can. By implementing both PPC and organic SEO tactics to their online marketing campaigns, many website owners have found a winning combination. Here are a few of the advantages that each online marketing technique can bring to the table: PPC

  • Instant Gratification- your ads appear instantly and bring traffic to site quickly
  • Easy to Set-Up and Implement- getting a PPC campaign started takes a short amount of time and is a simple step-by-step process
  • Easy to Track- PPC allows you to see how many clicks each keyword is receiving, where clicks are coming from, and how much each click is costing you

Organic SEO

  • Provides Long Term Stability- investing in organic SEO ensures that your site will receive quality traffic over a longer period of time
  • Its Free- unlike PPC, where you pay for each person who clicks on your ad, organic visitors cost you nothing
  • Trusted More By Users- because organic listings are gathered and organized by search engines based on relevance, users are more likely to trust these listings over PPC advertisements.

By looking at the advantages that each technique provides, it is not difficult to see how using both can be beneficial to your site. The ease-of-use and immediate impact that a PPC campaign can provide is perfect for getting traffic to your site now. It can also act as a testing ground for keywords which can later be included in your organic SEO campaign. While your PPC campaign is bringing your site instant traffic, you can also begin building the foundation of your organic SEO campaign. Although it takes time to build your site’s organic rankings, you will eventually be able to spend less on your PPC campaign for certain keywords that you are ranking for organically. The continuous stream of quality traffic that you can get through organic SEO will be well worth the wait.


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