If you have ever tried to grow a website or improve your online presence, you have probably wondered what’s the difference between SEO and PPC? Both can help you reach more people, attract the right customers, and increase sales, but they work in very different ways. Understanding how they fit together can help you build a solid plan that actually gets results.
In this guide, we’ll walk you through each channel in simple terms, breaks down the pros and cons, and shows how combining them can help you get better performance without wasting time or budget.
What is Search Engine Optimisation?
Search Engine Optimisation, or SEO, is the process of improving your website so it appears higher in Google’s natural search results. You do not pay for clicks. You earn visibility by making your site clearer, more helpful and more relevant. SEO usually involves a mix of:
- Technical improvements to help Google understand your site
- Creating useful content that answers common questions
- Building links from trusted websites
- Improving user experience so visitors stay longer and interact more.
When done well, SEO helps your website appear more often when people search for topics connected to your business.
Benefits of SEO
The biggest advantage of SEO is that you can appear in front of potential users on platforms such as Google & Bing, without paying every time someone clicks. People often trust organic results more because they feel natural rather than promotional.
SEO also allows you to reach people at all stages of their journey, from early research to final purchase. Once it begins working, it can build long-term visibility that keeps growing with continued maintenance. Another useful factor is that SEO is measurable, so you can see which pages attract traffic and which changes improve your rankings.
Limitations of SEO
SEO is a powerful tool in the Digital Marketer’s arsenal, but it’s not without its challenges. Results take time, especially for new websites or competitive industries. Google often adjusts both how it presents results and what aspects of a site they prioritise when deciding its rank. To keep up, you must be constantly refining your approach.
Producing strong, consistent content can be demanding, and SEO results are decided by the whims of an algorithm. Unfortunately, sometimes the effort you put in won’t reflect directly in an increase in rankings or clicks. These challenges mean SEO needs patience, resources and ongoing attention.
What is Pay Per Click?
Pay Per Click, or PPC, is a paid method of search advertising where you bid on keywords to show an advert at the top of results. Rather than paying for the appearance itself, you You only pay when someone clicks your advert.
Benefits of PPC
Google Ads, and PPC in general, is a great way to appear at the top of search results almost immediately. Unlike with SEO, you can target customers precisely based on location, interests, behaviour or even the device they are using. PPC also allows you to promote time-sensitive offers, seasonal messages or product launches quickly. Adverts can also appear on other websites through the Google Display Network, helping you reach even more potential customers.
Whilst PPC is a paid service yYou can adapt budgets, change audiences and update adverts whenever you need to. PPC platforms also provide clear and detailed data free-of-charge, which helps you review performance and make adjustments quickly. Because of this, PPC is also useful for testing keywords and messages before committing to long-term SEO work.
Limitations of PPC
One of the main drawbacks is cost. As more businesses in your sector compete for a popular keyword, the price per click will increase. PPC platforms can feel complicated and are updated regularly, so you need to keep learning.
Without careful management of your PPC portfolio, it is easy to spend money without seeing meaningful results. Creative adverts can lose impact if not refreshed and may lead to lower click rates. Changes in privacy rules also make tracking conversions more difficult, which can affect decisions about what to run or pause.
What Are the Differences Between SEO and PPC?
So what’s the difference between SEO and PPC? At a basic level, SEO focuses on natural visibility while PPC places your advert at the top of search results through paid bidding.
Although both appear in the same search environment, the way you achieve visibility is completely different. SEO earns placement over time, while PPC buys placement instantly. They also use different strategies, different reporting tools and different investment styles.
Combining Using SEO and PPC Together
Instead of thinking in terms of one or the other, these channels often work better when used together. When people ask what’s the difference between SEO and PPC? We’re happy to explain the difference, but we also stress that their true strength comes from combining them. Together, they allow you to:
- Cover more space in search results
- , Gather better insights
- , Test ideas more quickly
- Support customers at every stage.
Maximising your Search Visibility
When you appear through both organic results and paid placements, you increase the chances of someone noticing and choosing your brand. If you rank well organically and also run PPC adverts for the same keywords, you can secure more space and capture more clicks.
In some cases, if competition is low and you already hold the top organic position, you may choose to reduce PPC spend and rely on your natural placement instead.
How to Find Keyword Gaps
PPC data often reveals new opportunities. Search term reports show the exact phrases people use when searching, which can lead to new ideas for SEO content or landing pages. SEO performance data can highlight where your visibility is low or where rankings drop, which might be an opportunity for PPC support. When both channels share insight, you can make smarter decisions.
Identifying Content Gaps and Long-Tail Keywords
PPC is an excellent way to discover long-tail keywords because you can quickly see which searches lead to clicks or conversions. You can then create helpful content, blog posts or guides that target these topics, allowing your organic visibility to grow while reducing long-term reliance on paid traffic.
Landing Page Experiences and Google Ad Quality Score
Landing pages play a vital role in both SEO and PPC. When your landing pages are clear, fast and useful , they improve organic rankings. Google likes to see users stay longer and interact more. The same pages also help your PPC campaigns perform better because Google gives you a higher Quality Score, reducing the cost per click. Good design, strong content and smooth navigation help both channels increase conversions.
Understanding SEO and PPC
In conclusion, understanding the difference between SEO and PPC ? is a simple but powerful step in improving your online marketing. SEO helps you grow long-term visibility by creating helpful content, improving your website and earning trust from search engines. PPC gives you the ability to appear quickly for important searches, reach specific audiences and test ideas fast.
While each channel has its strengths and limitations, the most effective approach is often using both together. Combining them allows you to maximise visibility, close keyword gaps, improve landing page performance and support users throughout their journey.
If you want support building a clear, balanced and results-driven strategy, get in touch with BAW Creative today.
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Frequently Asked Questions
Understanding the difference helps you choose the right approach for your goals. SEO builds steady visibility over time, while PPC delivers quick traffic. Together they create a balanced strategy.
Yes. Using both helps you appear more often, gather better data and improve your return on investment.
No. PPC does not affect SEO results because organic listings are not influenced by paid spend.
SEO usually needs a few months to show progress because it relies on building trust and relevance.
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