One of the most common questions we get here at High Level Marketing is, "Should my small business invest in search engine optimization (SEO) or pay-per-click (PPC)?"

Great question. Let’s break down both of these common digital marketing strategies and help you figure out which is right for your small business.


PPC is a model of digital marketing in which your business pays for consumers to visit your content, whether it’s online advertising or specific targeted keywords in search engine engine results. Basically, it’s a surefire way to guarantee traffic or visits to your small business website.

This can be especially helpful if you just launched a new business or product, and don’t have a lot of existing, organic traffic you can depend on to promote it. It’s also a smart financial decision for a small business owner on a tight budget or one who simply doesn't’t have the time to create their own comprehensive marketing strategy, as you ONLY pay a fee when a user actually clicks on your ads.

Search Engine Optimization

SEO is essentially a marketing strategy in which you optimize your small business website in order to rank higher on search engines for relevant keywords. By creating fresh, keyword-specific content and placing these keywords in strategic places on your website, you increase your website’s authority and rankings in leading search engine.

We know your business wants to be on the first page of Google, and properly executed SEO strategy is the only way to get there. While PPC often provides immediate, short term results, a comprehensive SEO strategy takes time and effort to be effective.

The Bottom Line?

Think of PPC as as a way of paying for an online presence, and SEO as a way of earning an online presence.

PPC is the ultimate, instant gratification medium of online marketing -- results pour in fast. However, the second you stop paying for ad space, those results are gone.

There are no lingering, long-term positive effects of PPC on your small businesses search engine ranking. It’s not an investment in the future of your company, so much as an investment in the NOW of your company.

SEO, on the other hand, is the only way to ensure long-term, positive search engine rankings for your company. Unlike PPC, you aren’t paying per click or by visitor. You’re paying to develop a strategy to drive qualified traffic and visitors to your website, for today AND the years to come.

We’re guessing you plan on having a long, successful small business career, and your marketing strategy should reflect these goals. While both PPC and SEO deserve respect as valuable marketing mediums, we believe SEO is a smarter investment in the long-term success of your small business.

Contact us today to learn more about creating a strategic, custom SEO plan to drive qualified leads and traffic to your business website.

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