Differentiating Paid Search and SEO: The Pros and Cons

PAY PER CLICKPaid Search and SEO are necessary  marketing tools for your small business. Both will drive traffic to your website but have different ways of doing so. It really depends on how quickly you want results and how you want to get your name out there. The most successful campaigns use both. Depending on your budget and time management you might only be able to start off with one especially if you’re a new business just getting started.


Don’t let the cost of paid search advertising put you off, as it ensures your business will be seen in search results. If your small business is looking for a short term strategy to get views instantly then paid search is for you.

Paid search is a great tactic for increasing brand awareness even if potential customers don’t click on your ad and view your website, they can still associate the search term with your brand just by being present in the auction.

It’s also a great way to target your audience by location. By bidding for specific keywords and including or excluding locations that are sympathetic to your business is helpful for targeting as you’re only receiving clicks from clients that you know are potential ones.



Using SEO for your small business requires a lot of time. If you want profitable results, be prepared to spend time on the quality and content of your writing. SEO is unpaid advertising meaning that results appear organically, whereas paid search has a cost.

Both SEO and paid search advertising campaigns take time, however SEO requires more patience because it’s considered one of the most competitive FREE forms of marketing. Getting on the first page of Google can take up to six, nine, 12 months or even years depending on the industry and effort put in, but that doesn’t mean it can’t be successful.

If you have a high quality website and a well developed SEO plan eventually you should see your website climb closer to the top of Google. Using SEO has many pros such as, ROI potential and visibility across multiple search engines.

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