Perhaps the biggest reason marketers choose SEO over PPC is its cost-effectiveness.

The bottom line is you’ll pay a lot more for your traffic with PPC than with SEO, especially if you handle it in-house.

Just look at what the average CPC is like for some of the top industries:

The legal industry is hands down the worst with a whopping $5.88 CPC.

It takes a sizable budget to get a PPC campaign up and running.

And if you’re new to the game, you have to deal with the inherent learning curve, which means it can take awhile to get your CPA and ROI to where you want them to be.

SEO is much cheaper and involves more of a time investment than a financial one.

If your marketing budget is minimal, SEO may be your only option.

Another benefit is the long-term results marketers tend to get.

Here’s a chart showing the difference in long-term performance between organic and paid traffic:

Notice that SEO starts off slowly initially, but over time it grows tremendously.

This makes SEO far more sustainable than PPC, potentially resulting in high-quality, organic traffic for years to come.

Finally, you’re likely to have a higher ROI with SEO.

Just think about it.

Every single click you get through PPC comes at a price.

The only way you can drive traffic to your site is to pay for it.

This inevitably diminishes your ROI.

But with SEO, it’s pretty much straight profit.

Because you’re acquiring your traffic organically, the returns are inevitably higher.

Even if you “take your foot off the gas,” you’re still going to drive traffic to your site.

This basically means free traffic.

Alternatively, you can build traffic for free by achieving high rankings in the natural search results — the listings displayed next to the sponsored results. You will need to follow SEO best practices to try to get your site displayed on these pages more prominently and more often. It may take time to reach the top of the natural results, but the free, targeted traffic will probably prove to be well worth the investment.

But which approach is better? On our point of view, you’d better choose SEO instead of PPC , because of the reasons below

It gives you credibility

Google isn’t the only search engine, but people trust it. Appearing on page one acts as a vote of confidence in the minds of your customers and can help to capture the attention of your prospects.

But how can you build credibility in the eyes of Google? Start by posting unique, useful and shareable content based on your primary areas of expertise. If it’s relevant and it ticks these boxes, users will naturally link back to it.

Google can distinguish between good quality backlinks and spammy SEO practices and takes into account user engagement metrics (including social signals such as mentions and shares) when assessing a website’s credibility. Once Google marks your website as a reputable source, you should start to perform better in search results.

It’s good for brand visibility

There are now one billion websites in the world; that’s a lot of noise to cut through. Can your customers easily find you – for both for your brand name, and for keywords related to the products or services that you offer?

Businesses with strong brand loyalty don’t always see this as a priority. But are your competitors closing in? Perhaps their websites show up when clients or prospects search for queries about problems that you can solve. In order to grow and develop as a business, both new and existing customers should be able to find you. SEO can help you to do just that.

It brings you more traffic

Google handles 100 billion searches each month. And of its search results, organic (non-paid for) links receive 70% of those clicks. Whether your market is niche, broad, local, or global, SEO can help you get in front of your target audience.

Of course, not all traffic is equal. To make sure that your website receives targeted visitors, you must start with the basics. Find out which keywords will drive traffic that’s likely to convert and use these findings to drive your ongoing content plan (and wider digital marketing strategy). Doing this can improve your competitive position and keep your brand at the forefront of customers’ minds.

Touches on all other channels

There’s no such thing as an SEO silo. As such a diverse channel, it builds bridges across companies, from PR teams to products and service, commercial strategists, to social media teams, coders to decision makers. You could even find yourself working with HR to optimise their job listings! SEO can be placed at the heart of any larger company. It’s that important.

Accessible to all – no qualifications needed

Sure, it can’t hurt to have a degree in communications, IT, web dev, marketing, business, whatever, but it’s not really necessary to enter into SEO. Because the field is as broad as described, there is literally something for anyone. To get your foot in the door, just show a little savvy and interest and to progress, just listen, learn, test and learn again.

Those in the industry are constantly sharing and support each other, trying to outwit the powers that be (Google) and so it’s easy to pick up tricks and ideas. As SEO evolves, just evolve with it (or ahead of it).

SEO has a great ROI

SEO is a cost-effective method of marketing your products or services online. Thinking of expanding into new markets or launching a new product? SEO can help you to enter new regions and grow your customer base.

Ultimately, the costs and expected results will vary depending on the needs of the company, which markets it serves, and the wider competitive landscape. SEO offers a good return on investment compared to other forms of online marketing, such as pay-per-click (PPC) advertising or social media marketing. However, it can become even more effective when these elements combine to form one coherent strategy.

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