When we’re asked which one delivers the best results, PPC or SEO, we always answer the same way: these two marketing strategies do not only deliver different results, but they also work in entirely different systems. In order to develop a marketing strategy that really delivers results – whether you’re targeting broad audiences or focusing on digital marketing for golf clubs, for example – it is important to know how these two systems work in determining your placement in the search results.
Although both paid and organic search marketing strategies can put your business at the top of the Google search results, the way to get there, stay there, and measure the results couldn’t be more different. How is ranking different when comparing PPC and SEO? This is a key question many marketers ask as a starting point. Let’s take a look at how each system ranks websites and how we help our clients take advantage of them!
How PPC Rankings Work: The Bid Auction System
The PPC system operates through a bid auction system. Every time a person searches for a keyword you’re bidding on, Google holds a mini-auction to determine which ads will be displayed and in what order.
Your ad rank is determined by two things: your maximum bid and your Quality Score. Your maximum bid is the amount you’re willing to pay for a person to click your ad. Your Quality Score is a bit more complicated. Google will look at the relevance of your ad, the quality of your landing page, and your expected click-through rate. In other words, a highly relevant ad with a high Quality Score will beat a higher bidder with a lower Quality Score.
This means that PPC vs SEO rankings are in a constant state of change and competition. Your position can change throughout the course of a single day depending on a number of different factors.
How SEO Rankings Work: Algorithmic Authority
With search engine optimization rankings, there is a completely different process at work. Instead of an auction, Google uses a complex algorithm to evaluate hundreds of different elements to determine what websites deserve to be shown in response to a particular search term.
At the core of search engine optimization rankings is a measure of authority and relevance. Google wants to know whether your content provides a definitive answer to a user’s search query, whether your website appears to be authoritative based on backlink and domain authority metrics, and whether your website functions well from a technical perspective. All of these elements play a role in where you will be shown in search engine rankings.
With search engine optimization rankings, you cannot simply pay your way to the top of search engine results. Instead, you have to work hard to create high-quality content, obtain high-quality backlinks, and ensure technical excellence on your website. We, at Trigger Digital, work with clients to create a comprehensive search engine optimization plan to address all these elements, because we know that search engine rankings take a long time to achieve.
The Speed and Sustainability of PPC and SEO: When Results Appear
One of the greatest differences between search engine optimization and PPC is the speed at which it is possible to achieve visibility. With a PPC campaign, we can achieve visibility within a matter of hours. This is because once your ads are approved by Google and your budget is turned on, you immediately appear in search engine results.
SEO has a completely different schedule. Organic rankings take months to achieve, especially on competitive keywords. However, the traffic we build through SEO compounds over time. We’ve found well-written content can continue to attract visitors indefinitely without additional ad spend. We’ve seen clients create a traffic stream that can produce results for years from a single optimization event.
Building a Comprehensive Search Strategy
We don’t see PPC and SEO as competing strategies. In fact, we think they are complementary strategies that are best used in combination. PPC gives us immediate visibility and valuable insight into which messages are most effective at reaching your audience. SEO drives long-term sustainable traffic growth.
Another common question is…is PPC or SEO more measurable and quantifiable? While PPC offers real-time data for tracking, SEO metrics build over time, providing both immediate and ongoing insights.
We find that the optimal solution for most of the businesses we work with is a combination of both. We use PPC to capture the high-intent searches immediately while building organic authority to reduce our reliance on paid traffic in the long term. This balanced approach gives us the benefits of both worlds, maximizing your overall search visibility while keeping costs in check.
Having a good understanding of how rankings work in both channels also helps us manage your expectations, budgets, and success. We can create a search strategy that matches your business goals, whether it’s immediate visibility, sustainable growth, or a combination of both!