SEO
Search engine optimization (SEO) is the process of optimizing your website and webpages to rank in the organic results in search engines like Google and Bing.
The challenging part about SEO is that you can’t pay to appear here. Search engines have algorithms that calculate the quality and relevance of your page and rank you accordingly.
As such, a big part of SEO is figuring out what the search engines deem important, and then optimizing your website and web pages accordingly.
Pros
Let’s look at the advantages of SEO:
1. Organic traffic has staying power
As long as you can rank highly in Google for your desired keywords, you can generate consistent search traffic to your website.
2. SEO is often cheaper in the long-term
The Ahrefs blog ranks for over 120,000 keywords and gets an estimated 240,000+ search visitors a month.
Cons
Here are some downsides to SEO.
1. SEO takes time
In 2020, we conducted a study to find out how long it takes to rank in Google. We randomly selected two million pages and tracked the positions of all keywords they ranked for.
Turns out: only 5.7% of pages rank in the top 10 for at least one keyword within a year of publishing.
2. SEO requires unique and authoritative content
Imagine that you’re trying to prepare a delicious plate of duck confit. If you’re the domain expert, great! Create the content yourself. If not, hire someone to create it for you.

PPC
Pay-per-click (PPC) is an advertising model where you pay for clicks to your website. It’s typically associated with search engine advertising like Google Ads.
Pros
What are some advantages of PPC?
1. PPC is fast
For SEO to work, you might need to wait days, weeks or even months. For PPC, it’s much quicker.
You can head over to any ad platform and start a campaign right away.
2. PPC allows for granular targeting
With PPC, you can play around with different types of data (demographics, geography, etc.)
3. PPC allows for quick experimentation
The nature of PPC is fast feedback. You can set up a campaign, run A/B tests and monitor the results to figure out what works and what doesn’t.
Comparatively, SEO is slower and thus it can be difficult to attribute success or failure to any single individual change or tactic.
Cons
PPC is not all sunshine and roses. There are some downsides.
1. PPC can get prohibitively expensive
If you’re in a competitive industry like insurance, PPC can get expensive fast.
2. PPC can lose effectiveness
While PPC is easy to scale, scale effects can work against it.
3. You’ll need money to make money
With PPC, you’ll need money to begin a campaign. It is also likely that you’ll lose money in the first few months as you figure out how to optimize your campaigns.
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