What is the difference between SEO and Paid Digital Marketing?


Some businesses find Search Engine Optimization (SEO) effective while others prefer paid digital marketing. It is important to understand the basic SEO principles and paid digital marketing before making a decision. You also need to learn the basic comparison and know why it is important for your business. Compare both options and determine what is best for your business. 

Search Engine Optimization (SEO)

SEO is the method of marketing to generate more traffic for your web page on a search engine without payment. Your web page’s visibility on a search engine depends on the structure, content relevancy, and the keywords on your page.

          SEO strategies to increase your rank on search engines

6 Basic SEO principles

Learn these 6 basic principles of SEO to rank your web page or website at the top of organic search engine results.

  • Organic Search Results:  relevant list of results on a search engine for a user’s search query
  1. Title tag

Engaging blog title

The title tag should describe what your business is about. Always keep your title tag less than 78 characters including spaces. Search engines (Google, Yahoo, Bing, etc) will ignore your website and your page will never get traffic if it is more than 78 characters. 

  1. Keywords

Use relevant keywords

Keywords are phrases and words that define your content. When a searcher enters keywords, the search engine grabs it and dictates relevant websites and web pages to appear on the search results. Use relevant keywords for your page for the searchers to land on your page. 

  1. Meta Description

                                 The Meta description below the title tag and URL

Meta Description is a content summary below the title in organic search results. It gives a heads up to the users about your page. Employing keywords in descriptions helps your page’s ranking. Always make your description accurate and less than 160 characters.

  1. Quality Content

Remember these 4 tips to generate high-quality content.

  • Always know your audience
  • Write content with practical value, not generic information.
  • Use the AIDA model (Attention, Interest, Desire, and Action)

Write content with high quality

  1. Image and alt text/alt tag

Users visit pages that have appealing images. Use imagery to get more traffic on your website. To make the user understand better, employ alt text/alt tag to your images.

Content with relevant imagery gets around 94% more views. 

Read more on https://www.embryodigital.co.uk/a-few-fun-facts-about-digital-marketing/

  1. Backlink

Backlinks generate more traffic

Backlinks are links for another website on your page. It is similar to citations or references in a text. Backlinks indicate that your page has valuable content and your website will become more popular. It is the key algorithm for organic search results ranking. Having more backlinks will rank your page higher. 

Paid Digital Marketing 

Paid digital marketing is a method of online marketing where companies pay websites and search engines to advertise their products. 

Pay per click (PPC)

You have to pay the search engine companies for every click on your ads. For social media, paid ads appear as posts on feeds and banner ads. Bid and compete with other similar products to rank on top of the search engine. The highest bidder with precise keywords for their product will be ranked better. 

            The advertiser pays the search engine for each click

PPC is profitable when you target a specific market with unique products because of less competition.  With fewer bidders, you are charged less by the search engine.

See the source image

            Advertisers pay search engines for each click

Google Adwords/ Google Ads

Google AdWords is one of the most popular PPC programs. Companies bid on certain keywords for their AdWords to appear on Google. These paid AdWords appear above the organic search results on the search engine. 

We are aware of two different strategies used for digital marketing: SEO and paid digital marketing. Now, learn their differences and apply them to your business to make it more profitable. Let’s list down the differences between SEO and Paid Digital Marketing.


Paid Digital Marketing/PPC


Free traffic– top-ranked pages get free traffic without paying search engines

Paid traffic– the highest bidder with precise keywords gets more traffic.

Result time

It takes a long time to get traffic and results. It may take months or years.

Get instant results by paying websites and search engines.

Target precision

Targets particular keywords based on the structure of the website, title tag, or content.

Target audience by age, gender, interests, location, keywords, and type of devices used.

Checking visitors

Has less control over who is visiting your website. 

Has control over who is visiting your website. Test and know the effectiveness of Google ads in attracting visitors.


SEO is cumulative. You will get customers if you have your website running.

Once you stop paying the search engine, your ads will stop showing on the search result.

Conclusion: Some companies consider using PPC over SEO when they need instant results. They publish ads on search engines and do not have to follow up campaigns. They don’t improve reviews or images on websites; that may push their website out of the market due to increased competition.

SEO or PPC is not a question. Incorporate both of them to your business and increase your customers in a few months.

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