Search engine optimization (SEO) is the practice of optimizing your website to improve its visibility in organic (unpaid) search engine results.

Paid Ads or Pay-per-click (PPC) advertising, on the other hand, involves paying for ads that appear at the top of search engine results or on other websites.

The main differences between the two lie in cost and timing—SEO focuses on long-term growth through organic traffic, while PPC offers immediate visibility through paid ads.

But both are beneficial. Especially if you use them together (go here to learn how).

When to Use SEO vs. PPC

Choose SEO when:

• Your budget is limited
• You’re in it for the long run
• You want to build authority in your niche
• Your audience is searching for answers and information 

Pick PPC if:

• You need quick results
• You’re launching a new or unique product 
• You’re promoting an event
• You want to drive traffic to specific pages 

The best choice between SEO and PPC depends on your goals, budget, and timeline.

Often, a mix of both drives the best results.