SEO or Paid Ads: Which to Use to Maximize Profit for your Business

9 min read

Navigating the realm of online business in 2023 brings forth a cascade of inquiries, some of which are notably intricate to unravel. Among them, a question recurrently pondered by online business proprietors takes center stage. The pulsating vitality of any virtual enterprise, hinging on the influx of visitors, instigates a profound curiosity: what catalyzes an ever-growing surge of individuals to grace your digital domain? Is it the finesse of SEO, or does the allure lie in the realm of Paid Ads? Though both avenues converge on a common destination—amplifying web traffic—the bedrock principles that underpin these strategies diverge as starkly as disparate fruits, say, apples and oranges. Predicated on the unique predicament in which you find yourself, one tactic might wield unparalleled efficacy, while the other could fizzle into obscurity, relegating you to a parched and desolate digital landscape. Under distinct circumstances, this equation might promptly invert, further complicating your deliberations. In the ensuing discourse, we embark on a profound conceptual exploration of SEO (Search Engine Optimization) and Paid Ads (commonly referred to as PPC or Pay-per-click), aiming to illuminate the elusive answers that have lingered in the recesses of your questing mind.


What is SEO? 

In the dynamic landscape of 2023, Search Engine Optimization (SEO) can be distilled to its essence as the art and science of refining your website and its individual web pages. This refining process is meticulously tailored to amplify their prominence when aligned with pertinent searches or keywords. A finely tuned SEO regimen begets an elevated stature for your website on the pantheon of Search Engines, including the ubiquitous Google and Bing. This enhanced stature translates into heightened prominence within search results, culminating in an augmented potential to captivate attention. This attention, in turn, materializes as a steady stream of organic traffic, bestowing upon your digital domain the enviable ability to cultivate prospects into bona fide customers.


What is Link Building in SEO and why does it matter?

Link Building is a process of getting other websites to link back to your website and increase its referral traffic and domain authority in return. But why build links at all? Isn’t your website alone enough? To make it short – No! Google’s algorithms are always evolving and creating a strong linkable-asset base is one of the most important techniques used while performing quality SEO for your website. It is among the many factors that help search engines take the call on which sites to rank better for which keywords.

Websites with more backlinks tend to earn higher rankings but one important thing to remember here is the role the ‘quality’ of websites plays in the whole link building and SEO game. Because quality links from quality websites are a signal to search engines that your website is a worthy. It is also among the reasons why search engines rank some websites above others. Nobody wants to associate with shady, spammy-looking websites. Think of it as bad press for your business.

If you are looking to improve your SEO and build solid a solid base of linkable assets, do check out the Monthly SEO Packages we have in store for you.



Pros of SEO and Link Building 


Enhanced Organic Traffic: In the dynamic digital landscape of 2023, robust SEO and a formidable Link Building strategy coalesce to orchestrate a surge in organic traffic, propelled by precise targeting of keywords. This orchestration translates into a heightened sphere of visibility where your online presence gleams prominently.

Fortified Brand Resonance: The synergy between heightened visibility, compelling content, and impeccable service fortifies your brand’s identity. This symbiosis culminates in augmented brand awareness, etching your name into the corridors of memory while bolstering credibility and engendering trust—an evolution that invariably nurtures conversions.

Enduring and Unwavering Results: Unlike the ephemeral nature of Paid Ads or PPC campaigns, the dividends of adept SEO and Link Building unfurl in perpetuity, steadfast even without ongoing financial investment.

Elevated Click-Through Rate (CTR): Users’ tendency to gravitate toward organic search results atop the page lends a palpable advantage. In this realm, the allure of the organic beckons more resoundingly than the allure of an elevated advertisement.

Economic Long-Term Efficiency: The meticulous cultivation of a well-optimized site, teeming with potent content and a tapestry of authoritative links, engenders an enduring stream of traffic. This enduring flow persists, even if your pursuits briefly wander, such as during a leisurely vacation.

Strategic Empowerment: Scaling the pinnacles of organic search visibility demands tenacity, yet it confers a tangible strategic edge once ensconced. Your ascent begets a vantage point over competitors, spurring them to redouble their organic endeavors to breach your zenith.


Cons of SEO 


Consumes Considerable Time: Delving into the intricacies of SEO, whether wielding a toolkit of digital instruments or enlisting the expertise of a professional, demands a substantial investment of time. Opting for a DIY approach may extend this temporal commitment, while seeking the guidance of an adept practitioner may expedite the process, albeit at a higher cost. Yet, the fruits reaped from this laborious endeavor are poised to eclipse the initial toil.

Absence of Instant Gratification: The realm of SEO shuns the realm of instant gratification. A temporal chasm, spanning weeks to even months, separates the comprehensive optimization of your site from the emergence of tangible results. Nevertheless, the eventual harvest of these patient efforts promises gratification far outweighs the temporary allure of Pay-Per-Click (PPC) campaigns.

Requisite for Authoritative Content: Within triumphant SEO, content reigns as the linchpin. A distinct advantage emerges if you harbor a flair for prose or linguistic prowess. However, if the orchestration of words eludes you, the procurement of proficient content creation may necessitate a fiscal investment.

A Perpetual Odyssey: Candidly stated, the odyssey of optimizing your site embraces perpetuity. The inevitable evolution of algorithms, accompanied by their attendant demands, mandates an unceasing adaptation. A reciprocal correlation materializes. The more committed your endeavor, the more copious the rewards destined to grace your digital domain.

What are Paid Ads?

Paid Ads or PPC (Pay-Per-Click) is a digital marketing model that is used across a variety of internet platforms whereby you pay for every click to your website. For example, Google Ads. When someone types in a query relevant to your website and including your keywords, your website appears at the top of the results in the sponsored section, which is specifically created for PPC customers.


Importance of Paid Ads

Search engines and social media platforms make up for a major chunk of internet usage. There is not an internet user in the world that has not interacted with both, which is why Paid Ads or PPC remains one of the most successful forms of digital marketing and gaining higher visibility on search engines like Google and Bing. As per Statista’s report, with as much as 20% businesses claiming PPC brings in the highest ROI out of all the digital marketing strategies, to leave PPC out of your marketing strategies would be a sin of the highest order. Below we highlight some points as to why PPC works like a charm but how it also poses some challenges.



Pros of Paid Ads 



Instantaneous Results – When it comes to SEO, you may have to wait days, weeks and even months in some cases for SEO to manifest its rewards but that is not the case with PPC. A PPC campaign can be created in just a few days, with quick results in the form of traffic, clicks, and conversions.


Top-tier Position – A paid ad appears above organic search results. If you play your cards rights, meaning keywords and targeted demographics, your brand could be the first thing a user sees after he or she types in a query.


Greater Visibility – Naturally then, appearing at the top of the search results, you are bound to get a few extra clicks as long as your ad is running, leading to improved visibility and subsequent brand recall value.


Control Over Budget – You decide how much you are willing to spend per day and for how many days. Depending on the daily results, you can even increase or decrease your daily spend while the ad is still running keeping in mind the expected results.


Highly Targeted Traffic – Laser-targeting allows you to get your brand in front of potential customers. You select the demographics based on the service or product you want people to buy: age range, gender, income, education, hobbies, and so on. This makes it easier to reach people you want to, cutting all the clutter easily.


Greater Stability – Google core updates and daily algorithm updates do not affect Paid Ads the way they affect organic search results. As long as your ad is running, you will at the top of the search results.


Push Time-sensitive Offers – Say you decide to have a flash sale for 2 days of few of your most popular products, SEO just won’t cut it. PPC on the other hand, would start delivering results in a matter of minutes.


Cons of Paid Ads 


Elevated Expenses in Swift Succession: The realm of Internet Marketing in 2023 stands as a hotbed of cutthroat competition, with a burgeoning multitude joining the ranks of online-exclusive businesses day by day. The hypothesis remains: results necessitate an investment, and an augmented investment heralds superior outcomes. However, the trajectory follows an exponential curve, wherein escalating financial inputs yield incremental enhancements. This fiscal crescendo prompts contemplation on the long-term expenditure entailed.

Recurring Financial Outlay: Diverging from the steady continuum of SEO, Pay-Per-Click (PPC) fails to offer a plateau of sufficiency. Unlike SEO’s dynamic equilibrium, PPC is bound by the inextricable link between investment and outcome. Suspension of PPC payments reverberates in a complete cessation of clicks and conversions—a stark and unambiguous correlation.

Susceptible to Emulation: Within fiercely competitive digital marketing, the specter of your contenders replicating your messaging looms ominously. The replication extends to crafting akin advertisements, leading to an inescapable scenario. Navigating this landscape necessitates a proactive, measured response to counter this relentless mimicry.

Potentially Overwhelming: The vocabulary of bids, scores, positions, click-through rates (CTRs), demographics, graphs, and charts can culminate in an overwhelming experience fraught with intricacies. This labyrinthine terrain might elude easy comprehension and navigation. Engaging experts to illuminate this enigma is an avenue that beckons, albeit at an augmented cost, particularly for small business entities at their incipient stages of establishment.

Why you should prioritize SEO and Link Building first?



Having delved into the intricacies of SEO and Paid Ads, let us plunge headlong into the query above. These two avenues, each genuine in its own right, do not present a dilemma of choosing between them but rather a harmonious, symbiotic approach where both methodologies converge to augment your digital prowess. Whether you are a titanic industry player or an elegant business contender, whether your ambitions span the long horizon or a brief interval, regardless of the cutthroat nature of your business arena and the dimensions of your fiscal purse, our recommendation is unequivocal: prioritize the bedrock of SEO and the subsequent fortification through Link Building.

Here’s why this counsel holds steadfast:
Potent SEO, synergizing with substantial content and fortified Link Building, effectively beckons search engines to acknowledge your presence and implores them to accord you a loftier ranking. Conversely, Paid Ads entice potential patrons to explore your offerings.
A robust SEO framework endows your website with meticulous planning, orderliness, and impeccable professionalism—a fortuitous allure that resonates favorably with prospective customers, whether their discovery transpires organically or via Paid Ads.
While Paid Ads offer a shortcut to prominence, they entail a transience that evaporates when monetary resources dwindle. In contrast, transcending into the echelons of industry giants mandates a steadfast commitment to enduring SEO endeavors. Paid Ads, aptly employed in sporadic surges, can complement and amplify your foundational SEO rather than serve as an isolated digital marketing tactic.
The discourse might pivot towards favoring one avenue over the other on certain occasions, yet the fundamental verity persists: the SEO versus PPC debate is an imaginary construct. These realms of digital prowess mutually reinforce one another and should be deftly wielded in concert. However, the zenith of robust SEO vitality is the litmus test for a committed, meticulously constructed, and meticulously maintained website. Indeed, attaining this zenith should be your aspirational pursuit, for conquering Google begets a cascade of triumphant dominos.

While you are at it, we have a bunch of SEO and Link Building Packages that we think can benefit you greatly in the long run. Better still, you can even request your free SEO consultation and we would get back to you in no time.


Sarkar SEO
[email protected]

Mohit Parnami aka Sarkar is an entrepreneur, marketer and Co-Founder of SarkarSEO. He is passionate about SEO and lifelong learner to learn new things. He has been in the internet marketing industry for 10+ years.