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There is no better or worse option when comparing PPC versus SEO. It ultimately boils down to what the end goal for the company is.

Both digital marketing channels work to achieve a common goal, which is to increase a business’s online revenue through higher qualified traffic and leads (or conversions). The timeline between the two channels is where the key differences lie.

PPC (Pay-Per-Click) is an advertising strategy that requires the advertiser to pay a fee for each time an ad is clicked. This is tied directly to ad spend, meaning the higher the ad spend budget, the more ads a business can run.

PPC tends to be a faster channel in generating leads and traffic to a website compared to SEO. However, the caveat is that it’s dependent on the ad spend. If an ad budget is reduced or runs out, this impacts the performance of the PPC campaign.

It is an excellent strategy for businesses that are looking for quick leads and to increase brand awareness.

SEO, on the other hand, is slower moving and is a much better long-term strategy. It typically takes 6-9 months to start seeing results with an SEO campaign. Sometimes even longer depending on multiple factors, including competition and website health. But SEO can provide your business with leads and growth over a long period of time versus quick advertising wins.

SEO success is not dependent on a budget. It’s a marketing channel that generates ongoing growth and results when implemented properly. SEO is one of the marketing channels with the highest ROI for this reason.

While SEO and PPC are two marketing channels that exist separately from each other, results can be enhanced if they work together. PPC gleans important information on top-performing keywords that can be optimized for SEO, making double the impact.

The change from pre-continuous scroll to continuous scroll within Google hasn’t resulted in significant differences as originally expected. However, it reinforces the need for websites to capture the top 3 rankings and has had positive effects on lower-ranking organic search results.

One of the biggest impacts that’s affected user click behavior has been the percentage of user clicks on lower results. Clicks in the SERPs have doubled since the continuous scroll update. Additionally, the top 3 positions are claiming over 50% of impressions and 88% of clicks.

The same study linked above shows that websites ranking in positions 15-20 have seen a 5% increase in visibility (impressions).This is because of the user experience update in which people may not be aware of scrolling past the first 10 organic listings.