What is the Difference Between SEO and PPC?

By Chrissie Joslin on August 9th, 2022

The Difference Between SEO and PPC

SEO & PPC are both extremely important tools used to improve site traffic. What works well for your site might not be the best choice for someone else. That’s why it’s important to understand the difference between SEO and PPC, and how they can work together to form an effective digital marketing strategy.

Digital Marketing

What Do SEO and PPC Stand For?

SEO stands for Search Engine Optimisation and is used to improve the success of a website by attracting an increase in organic traffic. PPC stands for Pay-Per-Click and is an online advertising model in which a business pays a search engine every time its advertisement is clicked on.


Search Engine Optimisation (SEO) is used to increase your site visibility in search engines by optimising your new and existing content. The better visibility your pages have in search engine results, the more likely it is your site will attract prospective and existing customers.

Unlike PPC ads, you can’t pay search engines to increase your organic search rankings, meaning in order to achieve sufficient SEO rankings, you have to be prepared to put in the work.

When you begin to understand what your website users want, it’s then easier to implement that knowledge across your campaigns.


PPC is a form of digital marketing in which advertisers pay a fee every time one of their ads is clicked on by a prospective customer. Differing from SEO, PPC relies on businesses buying visits to their site rather than earning them organically.

One of the most popular forms of PPC is search engine advertising. This allows businesses to bid on AD placement in a search engine’s sponsored links. For example, if you’re running a dental surgery on Harley Street and want to attract a new batch of potential clients, by ensuring your ad is seen every time someone types ‘Harley Street Dentist’ into a search engine, it’s guaranteed that your ad will be reaching the right audience.

It’s no secret that investing in PPC costs money, however, you only need to pay for the visits you receive. You can also control your budget, setting maximum expenditure costs per day so you can keep track of how much you’re spending on each PPC campaign.

Difference Between SEO Keywords and PPC Keywords


Whether you’re utilising an SEO or PPC strategy, one of the most important tasks to carry out in order to rank highly on search engine results pages (SERPs) is effective keyword research.

Keywords for SEO

When creating an SEO keyword strategy, it’s important to incorporate keywords that users will likely use on their search queries in your content. SEO keywords focus on gaining traffic as opposed to making a sale, helping you grow your online presence long-term.

PPC Keyword Research

PPC keyword research consists of using advertising at the top of SERPs to attract immediate traffic to your site. PPC costs money, and no business wants to be paying for clicks from people who aren’t likely to follow through with a sale. That’s why it’s crucial that you carry out sufficient PPC keyword research to find the right set of keywords to attract new clients to your site.

When conducting online research for both SEO and PPC campaigns, it’s important to look for keywords that are as clearly defined as possible. This will narrow your search, meaning you’re more likely to appear in the most relevant SERPs.

How Do PPC and SEO Work Together?

Believe it or not, SEO and PPC campaigns can work together to attract site visitors. Improving your site with SEO increases your chances of ranking highly on SERPs for a number of keywords. Purchasing PPC ads for the same keywords will ensure that your business dominates the search results and has a higher chance of attracting new clients.

We can understand how it might seem like a waste of money to invest in PPC ads for keywords you’re already ranking for organically. However, research conducted by Google found that, when search ads for keywords were paused, roughly 89% of traffic generated in these ads was not replaced by organic rankings. So, even if your site is organically ranking #1, pausing PPC ads could negatively impact your traffic, helping to draw in traffic for a small investment.

If your website is ranking fairly well organically but visitors rarely complete purchases, you can combine SEO and PPC campaigns together to remarket your website, encouraging visitors to come back to your site and complete a sale.

PPC is also a great tool for testing the credibility of a keyword for SEO. For example, you could pick a keyword that you know you think you’re likely to rank highly for like ‘teeth whitening London”, and purchase PPC ads on it. You can then monitor progress and, if the keyword performs extremely well, you can begin to incorporate the keyword into your SEO campaigns too.

Here at Vooba, we’re experts in SEO and PPC advertising, creating successful campaigns for happy clients on a daily basis. Working with a digital marketing company like us will ensure that your business receives the traffic it deserves.

To learn more about our affordable digital marketing services, please click here. Alternatively, please get in touch with our team today on 01798667167.

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