BACK
SEO vs. PPC
Taylor Tunnison • October 21, 2022

Fellow small business owners often ask us, “SEO vs PPC: which one is better?” This is a tough question because each has their own pros and cons. The answer will depend on what you want to achieve, your unique timeline, the competition, and the scale of your business. However, this question is certainly worth asking, regardless of your industry. Let’s explore SEO vs PPC as well as some of their unique advantages and disadvantages.

Search Engine Optimization

Search engine optimization (SEO) is a long-term strategy for improving organic traffic to websites and webpages. This ongoing digital marketing method aims to optimize online content for search engines, making it more likely to be shown for relevant search queries. SEO involves many complementary aspects including on-page page best practices and various off-page techniques.


Search engines are often the first place most new or potential customers will go to learn about your business. So, if your website isn’t optimized, it will be difficult to easily find online. Optimized websites load quickly and contain many high-quality backlinks, meta tags, and relevant keywords. They’re useful and intuitive resources that quickly provide internet users with the products, services, and information they seek.


SEO is an incredibly cost-effective way to build a brand online and boost organic website traffic. With a great SEO strategy, almost any website can rank near the top of various search engine results pages (SERPs). This lends tremendous authority and credibility to the business while also providing a significant return on investment. SEO best practices include consistent website and Google Business Profile Updates, local SEO, and keyword research, plus website structure and mobile optimization.


Optimized websites don’t happen by accident. They take time, forethought, and careful attention to minor details. That’s why we always recommend partnering with a reputable web developer when designing a professional website. The best developers will take the guesswork out of optimization so you can focus on what you do best.


This approach takes some time. Even the best SEO strategy won't attract enough attention in the short-term if you're hoping to spotlight a new product launch or an upcoming event. It’s more of a holistic strategy for slowly building and maintaining a steady level of long-term website traffic.

Pay-Per-Click

Pay-Per-Click (PPC) is another valuable digital marketing strategy for small and large companies alike. What makes PPC distinct is that you only pay if a user clicks on your ads. Therefore, additional organic impressions from the ads are essentially an added bonus.


While SEO takes time to implement, PPC campaigns can be created and launched in a relatively short amount of time. Plus, they can be scaled up or down at will with a few minor tweaks. This digital marketing strategy is often ideal for ecommerce websites, event announcements, and time-sensitive promotions.


If you have something to promote that your customers need to see immediately, then PPC is the likely one of the best digital advertising options available. Whether you're conducting creative campaigns, launching a new product, or just looking for instant feedback, PPC can help you quickly gather useful data and analytics.


PPC campaigns also allow for precise bidding and targeting of specific keywords. Because of this, ads can be hyper-focused around a particular theme, topic, or even demographic. This often allows for the most efficient short-term use of funds.


Most PPC campaigns involve various types of Google Ads. They range from Search, Display, and Video, to App, Discovery, Shopping, Smart, and Performance Max ads. Each serves its own specific purpose, but Search ads are most similar to SEO in form and appearance. You’ve probably seen them if you’ve ever searched for a product or service on Google.


Google Search ads allow you to artificially rank near the top of organic search results for relevant keywords. These text-based ads are great ways of driving qualified traffic to your website by targeting users based on search intent. We recommend them for service providers and B2B companies that are looking for more leads, sales, traffic, downloads, or newsletter signups.

SEO vs PPC: Which Is Better?

These two forms of digital marketing are wildly different animals. While they may accomplish similar goals, it’s tough to make blanket comparisons between them. In our opinion, the best overall approach is to use both SEO and PPC in order to compensate for each other's weaknesses.


When considering SEO vs PPC, first calculate your marketing timeline. If urgency is a factor, then PPC is probably the ideal short-term option. However, if you’re simply looking to set your website up for long-term success, SEO will give you a true advantage. Plus, it has the added benefit of improving your website visitors’ user experiences, which is always a good thing.


Ideally, companies will leverage both strategies simultaneously. PPC campaigns provide particular keyword and conversion data, which can eventually help to improve your SEO efforts moving forward. Keywords that are valuable in a brief PPC push may also be targeted long-term through various SEO strategies. PPC will help get a new campaign up and running, while the momentum from SEO builds more slowly in the background.


Remember that choosing an approach depends on your specific budget, timeline, and marketing goals. If your goal is to achieve instant results, then it’s best to focus on targeted PPC campaigns. However, if you have a more extended timeframe, try implementing SEO strategies to drive organic traffic to your website.


Unfortunately, circumstances may prevent small businesses from taking advantage of both methods at once. In such cases, it’s important to be strategic with your marketing efforts in order to avoid wasting valuable resources.


This is where a digital marketing agency can be especially beneficial, especially when first developing your website. The best ones will use their expertise to your advantage, allowing you to feel confident that your budget is spent in the most efficient way possible.

Ask Us about SEO vs PPC

We understand that learning the specifics of SEO vs PPC can be challenging. In all honesty, digital marketing may be one of the last things on your radar. That’s why we’re here to help.


The truth is digital marketing isn’t going away anytime soon. This is clear if you simply take a look at a few website traffic and SEO statistics. The internet, search engines, and mobile devices are more popular than ever, and this trend shows no signs of slowing.


If your goal is to grow your company in the 21st century, then please don’t discount the enormous potential of different digital marketing strategies. Websites, blogs, email, MMS, mobile apps, social media, and digital advertising are rapidly changing the business landscape. Companies that don’t adapt to this change risk falling behind their competitors and losing touch with their loyal customers.


That’s why we’re stepping up to fill the gap between education and execution. It’s our goal to be a valuable resource for small businesses that wish to remain competitive in the information age. We gladly light the way forward to help others successfully navigate these rocky digital seas.


Feel free to contact us for more details on SEO vs PPC or digital marketing in general. We’d be happy to sit down together and design your unique business goals at your convenience.


Originally published on March 11th, 2021

Are You Interested In More?

SCHEDULE A MEETING

Share This Post With Your Friends

Latest Posts

August 25, 2025
In the fast-paced world of digital marketing, email continues to be one of the most effective ways to reach your audience directly. Unlike social media posts that get buried or ads that get skipped, emails land in your customers’ inboxes, giving you a unique opportunity to build real connections, inspire trust, and drive action. At True North Technologies , we specialize in helping businesses craft email marketing campaigns that not only get opened but actually convert, turning casual readers into loyal customers and advocates. If you’re ready to unlock the full potential of your email marketing, you’ve come to the right place. The Power of a Strong Subject Line Your subject line is your first impression and your chance to grab attention. A good subject line should be clear, relevant, and enticing enough to make someone want to open your email. Personalizing it with the recipient’s name or referencing their interests can boost open rates dramatically. Think of it as an invitation to a conversation rather than a sales pitch. Personalization and Segmentation: Speaking Directly to Your Audience Generic emails are easy to ignore. Instead, use personalization to make each recipient feel like the message was crafted just for them. This could be as simple as using their first name or as advanced as tailoring content based on past purchases or browsing behavior. Segmentation takes this a step further by grouping your email list into smaller, more targeted segments based on demographics, location, engagement level, or buying habits. When you send relevant, timely messages to each segment, you increase the chances of engagement and conversion. Design and Clear Calls to Action An email that looks cluttered or doesn’t display well on a mobile device can turn readers off quickly. Keep your design clean, simple, and visually appealing with images or graphics that complement your message. Your call to action (CTA) should be clear and stand out. Whether you want recipients to shop a new product, read a blog post, or sign up for a webinar, the CTA guides them on what to do next. Make it obvious and easy to follow, so your readers don’t have to guess. The Magic of Automation Automation lets you send the right email at the right time without manual effort. Welcome emails for new subscribers, reminders for abandoned shopping carts, and follow-ups after purchases keep your brand top of mind and help nurture leads through the customer journey. Automated campaigns can feel like personalized conversations rather than mass marketing blasts, making them a powerful tool to boost engagement and sales. Analyzing and Optimizing for Better Results Sending emails is just the start. Tracking metrics like open rates, click-through rates, and conversions tells you what’s working and what isn’t. Maybe your audience prefers receiving emails in the morning, or maybe certain offers get more clicks. Use this data to continuously improve your campaigns. Optimization is a cycle, test different subject lines, tweak your email design, experiment with send times, and refine your audience segments. The goal is to learn and adapt so every email performs better than the last. Keeping Your Email List Healthy A clean email list is essential for deliverability and engagement. Removing inactive or invalid addresses prevents your emails from bouncing or landing in spam folders. Always respect unsubscribe requests to maintain trust and protect your sender reputation. Regularly cleaning your list helps ensure that your emails reach the people who truly want to hear from you. Authenticity Builds Loyalty Inboxes are flooded with generic marketing messages. What makes your emails stand out is authenticity. Be genuine in your messaging, share real stories, behind-the-scenes glimpses, or customer testimonials. Write in a tone that reflects your brand’s personality, making readers feel like they’re hearing from a trusted friend rather than a faceless company. Authentic emails foster stronger connections and long-term loyalty. How True North Technologies Can Help At True North Technologies, we specialize in crafting email marketing strategies that convert. From creating compelling content and personalized campaigns to automating sequences and analyzing performance, we partner with businesses to turn email marketing into a powerful growth tool. Explore our digital marketing services to learn how we can help your brand engage, convert, and grow through email and beyond.
August 15, 2025
In today’s digital-first world, your Google Business Profile (formerly Google My Business) is often the first impression potential customers have of your company. Whether you run a local shop, a service-based business, or a large enterprise, optimizing your Google Business Profile can significantly boost your visibility, build trust, and drive more leads. At True North Technologies , we understand the power of local SEO and want to help you maximize your profile’s potential. Here’s a step-by-step guide to get your Google Business Profile working for you. 1. Claim and Verify Your Profile If you haven’t already, the first step is to claim your Google Business Profile. Simply go to Google Business Profile and follow the prompts to either create or claim your business listing. Verification usually happens through a postcard, phone, or email. This step is crucial because only verified businesses can manage their profiles and access valuable insights. 2. Complete Every Section with Accurate Information Google favors profiles that are thorough and accurate. Be sure to fill out every section: Business Name: Use your exact business name as it appears in real life. Address: Provide a precise, up-to-date address to help Google show your business in local search results and maps. Phone Number & Website: Make it easy for customers to contact you or learn more. Hours of Operation: Keep these updated, especially during holidays or special events. Business Category: Choose the most relevant category for your business — this helps Google connect you with the right audience. 3. Add High-Quality Photos and Videos Visual content attracts attention and builds trust. Upload professional photos of your storefront, team, products, or services. Videos showcasing your business in action can also boost engagement. Aim for diverse images that accurately represent your brand and keep your profile lively and inviting. 4. Encourage and Respond to Customer Reviews Reviews are a key factor in local SEO and customer decision-making. Encourage satisfied clients to leave honest reviews on your profile. Take time to respond thoughtfully to all reviews, thank positive reviewers and address any concerns in a professional manner. This interaction shows prospective customers that you care about their experience. 5. Use Google Posts to Share Updates and Offers Google Posts allow you to share timely updates, promotions, events, or news directly on your Business Profile. Regular posts keep your audience informed and signal to Google that your business is active. Think of this as a mini social media platform that appears right in search results. 6. Leverage Q&A to Provide Helpful Information Google Business Profiles include a Q&A section where potential customers can ask questions about your business. Monitor this regularly and provide clear, helpful answers. You can even preemptively add common questions and answers to guide users and reduce friction. 7. Monitor Your Profile’s Performance with Insights Google offers valuable analytics that show how customers find your profile, what actions they take, and where they’re located. Use these insights to adjust your strategy and focus on what’s working best. True North Technologies can help you interpret these data points to drive even better results. Why Work with True North Technologies? Optimizing your Google Business Profile is just one part of a broader digital marketing strategy. At True North Technologies, we specialize in SEO, website development, and reputation management to help your business shine online. If you want expert guidance or hands-on help to get your profile and your entire online presence performing at its best, reach out to us today. Optimizing your Google Business Profile is a powerful way to increase local visibility, attract more customers, and grow your business. Start implementing these tips now to unlock your profile’s full potential. Contact us today!
July 30, 2025
In today's hyperconnected world, digital advertising isn’t optional, it’s essential. With consumers spending more time online than ever before, businesses that want to stay competitive need to meet their audience where they already are, on social media, in search engines, and across websites and apps. At True North Technologies , we help businesses harness the power of digital ads to increase visibility, generate leads, and drive measurable growth. If your business isn’t investing in digital advertising yet, now is the time to start, and here’s why. What Are Digital Ads? Digital ads are paid advertisements that appear online across platforms like Google, Facebook, Instagram, YouTube, LinkedIn, and more. They can take many forms, including: Search ads (Google Ads) Display ads (banners on websites) Social media ads Video ads Retargeting ads Mobile in-app ads The key advantage? Unlike traditional advertising, digital ads are targeted, trackable, and flexible, giving businesses control over who sees their message and how much they spend. 6 Reasons Digital Ads Are Critical in 2025 1. Your Customers Are Online Over 5 billion people use the internet globally, and many of them browse multiple platforms every day. Whether you run a local business or an e-commerce store, digital ads ensure you show up at the right time, in the right place, to the right people. 2. Highly Targeted Reach Digital advertising lets you pinpoint your ideal customer based on demographics, interests, online behavior, location, and more. Instead of wasting dollars on a broad audience, your ad budget works smarter not harder. 3. Real-Time Performance Tracking With digital ads, you’re never going to guess. You’ll see real-time metrics on impressions, clicks, conversions, and ROI. This transparency allows for continuous optimization and smarter decision-making. 4. Cost-Effective Marketing Whether you're working with a $200 budget or $20,000, digital ads are scalable. You can set daily or monthly caps, pause underperforming campaigns, and focus on high-performing keywords or audiences. It’s one of the most budget-friendly ways to test and grow. 5. Supports SEO and Organic Growth Running paid ads alongside an SEO strategy helps increase brand exposure. When users see your business in both organic results and paid placements, it builds trust and improves click-through rates, especially in competitive industries. 6. Drives Measurable Business Results From driving traffic to increasing sales or generating leads, digital advertising is directly tied to business growth. With a clear call-to-action and optimized landing pages, your ads can guide users straight to conversion. Digital Ads in Action: What We Do at True North Technologies At True North Technologies, we partner with businesses to create digital advertising strategies that are built around your unique goals. Whether you're aiming to increase brand awareness, generate leads, or drive online sales, we focus on delivering measurable results through smart targeting, engaging creative, and continuous optimization. Our team manages every step of the process, from campaign planning and audience research to ad design, performance tracking, and strategic adjustments. We’re not just setting up ads, we’re building a system that works in sync with your overall digital marketing strategy. Real Talk: Digital Ads vs. “Doing Nothing” Some business owners hesitate to invest in ads because they’ve tried it in the past without success or think their organic traffic will carry them. But in 2025, doing nothing is riskier than trying something new. Competitors are already reaching your customers online. If you’re not showing up in search results or social feeds, you’re invisible. And invisibility doesn’t grow revenue. Final Thoughts Digital advertising isn’t just about getting clicks, it’s about driving real business outcomes in a digital-first world. It’s efficient, cost-effective, and essential for any business looking to scale in today’s marketplace. If you're ready to start seeing measurable results from your marketing efforts, we’re here to help. At True North Technologies, we make digital ads easy, strategic, and impactful. Ready to grow your business with digital advertising? Let’s talk!