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

Networking in the Digital Age: How to Grow Your Business

November 24, 2025
For decades, business networking meant handshakes at conferences, passing out business cards, and scheduling coffee meetings. While those connections still matter, the landscape of networking has transformed. In the digital age, your next partnership, client, or growth opportunity might come not from a local event, but from a LinkedIn message, a social media post, or even an engaging piece of content on your website. At True North Technologies, we’ve seen firsthand how digital networking can open doors for businesses of every size. When used strategically, it doesn’t just expand your reach, it builds meaningful, lasting relationships that fuel long-term growth. Here’s how to make digital networking work for you. 1. Strengthen Your Digital Presence Before you can connect with others online, make sure your digital foundation is strong. Your website, social profiles, and digital listings are often the first impression people have of your business. Ask yourself: Does your website clearly communicate who you are and what you do? Is your branding consistent across all digital channels? Do your online profiles feel active, current, and authentic? Think of your digital presence as your virtual handshake. A polished, professional, and engaging online identity builds credibility, and that’s essential for any type of networking, digital or otherwise. 2. Use Social Media to Build Real Relationships Social media isn’t just for marketing, but it’s one of the most powerful networking tools available today. Platforms like LinkedIn, Instagram, and Facebook allow you to connect with industry peers, local businesses, and potential clients in a way that feels personal and authentic. Here’s the key: don’t just post — engage . Comment thoughtfully on others’ posts. Share valuable insights, not just promotional content. Send genuine messages to people you admire or want to collaborate with. When you consistently show up, contribute to conversations, and share your expertise, you naturally attract connections who align with your goals and values. 3. Create Content That Builds Trust In digital networking, content is currency . Blog posts, videos, podcasts, and newsletters all serve as tools for connection. By sharing useful, educational, or inspiring content, you position your business as a trusted resource and attract like-minded people who see value in what you do. Consider writing blog posts (like this one!) that answers common questions in your industry. Host webinars or short video tutorials that showcase your team’s expertise. Or share behind-the-scenes content that reveals your company’s culture and values. When your content reflects who you are and how you help others, it becomes a bridge to new business opportunities. 4. Leverage Digital Tools to Stay Connected Once you’ve built your network, maintaining those relationships is key. That’s where digital tools come in handy. Use a CRM (Customer Relationship Management) system to keep track of contacts and follow-ups. Schedule regular check-ins with clients or peers through email marketing or personalized messages. Attend virtual events and webinars to continue expanding your circle. At True North Technologies, we often help clients integrate these digital systems into their business strategy, automating outreach while keeping communication personal and authentic. It’s the best of both worlds: efficiency and connection. 5. Combine Digital and In-Person Networking Even in a digital-first world, human connection still matters most. The best approach is a balance between online networking and face-to-face interaction. Use digital channels to make initial introductions, then take those relationships offline when possible. Invite local contacts to meet in person, attend community events, or collaborate on shared projects. The goal isn’t just to collect contacts — it’s to build real partnerships. And that happens when digital connections turn into genuine human relationships. Building Digital Connections That Last Networking in the digital age isn’t about algorithms or follower counts, it’s about people. The platforms and technology are simply tools that help you reach them more effectively. At True North Technologies, we help businesses strengthen their digital presence so they can connect with the right audience, build meaningful relationships, and grow strategically. Whether it’s through web design, digital marketing, or social strategy, our goal is to make sure your brand stands out online and that every connection you make counts. Ready to expand your network and grow your business in the digital age? Contact us to learn how we can help you build stronger connections and long-term success through smart digital strategy.

Ways to Optimize Your Website for AI-Powered Search in 2026

November 21, 2025
Search is changing fast. With Google, Bing, and other major platforms rolling out AI-powered search tools that deliver conversational, personalized results, the old rules of SEO are evolving. Keyword stuffing and traditional ranking tactics are being replaced by something smarter: AI-driven context, intent, and authority. At True North Technologies, we help businesses stay ahead of these changes with strategies built for the next era of search. If you want your business to stay visible in 2026 and beyond, now is the time to prepare. Here are five ways to optimize your website for AI-powered search: 1. Focus on Search Intent, Not Just Keywords In an AI-first world, search engines don’t just match keywords, but they understand meaning. Tools like Google’s Search Generative Experience analyze full questions, user behavior, and context to deliver highly personalized answers. That means it’s no longer enough to rank for a few high-volume terms. Instead, you need to: Create content that answers real questions your audience is asking. Use conversational, natural language that mirrors how people actually speak. Build topic clusters around key themes instead of single keywords. Pro Tip: Start every piece of content with your customer in mind and not an algorithm. AI systems reward websites that genuinely help users find what they’re looking for. 2. Optimize for Conversational and Voice Search As AI assistants like ChatGPT, Gemini, and Copilot become part of everyday life, voice and conversational search will dominate. People will say things like “Who builds modern custom homes in Lincoln?” instead of typing “custom home builder Lincoln NE.” To stay competitive, your content needs to sound human. That means: Writing in a natural, conversational tone. Using long-tail, question-based phrases. Structuring content with clear, scannable answers (think FAQs and quick summaries). AI-powered search results often pull from the clearest, most well-structured answers and not necessarily the longest blogs. 3. Strengthen Your Site’s E-E-A-T (Experience, Expertise, Authoritativeness, Trust) AI systems rely on trust signals to determine which sites deserve visibility. These signals are built through what Google calls E-E-A-T, and it’s becoming more important than ever. To boost your E-E-A-T: Showcase your team’s expertise with author bios and credentials. Include testimonials, case studies, and verifiable data. Keep your content accurate, current, and well-cited. Ensure your website’s technical SEO is clean and secure (HTTPS, fast load times, no broken links). AI models will increasingly favor websites that demonstrate authority and not just popularity. 4. Optimize Your Technical SEO for AI Crawlers AI-driven search engines are smarter, but they still depend on clean, structured data to understand your content. If your site is slow, confusing, or unstructured, you’ll lose visibility in both human and AI results. Here’s where to start: Improve site speed and mobile responsiveness. Use schema markup to help AI interpret your content. Organize internal links logically to strengthen topic authority. Make sure your metadata is descriptive and natural, not keyword stuffed. Technical optimization isn’t just for developers anymore — it’s foundational to AI visibility. 5. Embrace AI Tools and Audit Your Website for Readiness The best way to prepare for AI search is to use AI yourself. From keyword analysis to predictive analytics and content optimization, AI tools can reveal what’s working and what’s holding your site back. That’s why True North Technologies now offers a comprehensive AI Search Audit designed to show exactly how ready your website is for AI-powered search in 2026. Our audit goes beyond a standard SEO checkup. It delivers a complete picture of your site’s performance, structure, and visibility, along with clear steps to improve results. Here’s what you’ll get: Website & SEO Health Review: A full scan of your site to uncover technical issues, broken links, speed performance, and other factors that impact search rankings — plus an in-depth look at on-page, off-page, and technical SEO. Search & Competitor Analysis: Insights into how your website currently ranks for important keywords and how your visibility compares to competitors. Site Structure & Schema Review: A crawl of your website to see how search engines view your pages, identify duplicate content or missing metadata, and evaluate your use of structured data (schema) to stand out in AI-driven and answer-based search results. Performance Snapshot & Action Plan: A clear summary of your online visibility, strengths, and opportunities, along with prioritized recommendations to boost traffic, user experience, and lead generation. It’s the smartest way to prepare your site for 2026, before your competitors catch up. Stay Ahead with True North Technologies As search engines evolve, your website needs to evolve with them. By focusing on intent, structure, and authenticity, you can position your business as a trusted, AI-ready source of information. At True North Technologies, we help businesses like yours navigate the changing digital landscape with strategy, creativity, and precision. Whether you need a website overhaul, digital marketing support, or a custom AI Search Audit, we’ll help you stay ahead of what’s next. Ready to future-proof your website? Contact us to learn more about our AI Search Audit and see how prepared your business is for AI-powered search. 

The Secret to Building Long-Term Client Relationships

November 20, 2025
In today’s fast-moving digital world, it’s easy for business relationships to become transactional, a quick project, an invoice, and on to the next. But at True North Technologies we’ve learned that the most meaningful and impactful partnerships are the ones that last. The real secret to building long-term client relationships isn’t a complicated formula or flashy strategy. It’s about consistency, communication, and a shared commitment to growth. When businesses invest in their clients the same way they invest in their products, great things happen. Here’s what we’ve found that makes the difference: 1. Start by Listening Every strong partnership begins with understanding. Before we dive into a new website build, digital marketing campaign, or brand strategy, we make time to truly listen. We ask questions about your goals, challenges, and long-term vision. We want to understand what keeps you up at night and what motivates you to keep going. This process allows us to tailor our solutions specifically to your needs. No cookie cutter templates. No one-size-fits-all marketing plans. Just customized strategies that make sense for your business. When clients feel heard and understood, they trust that their ideas matter, and that’s where the foundation for long-term success begins. 2. Communicate Clearly and Often Open communication is the heartbeat of any lasting relationship. From kickoff calls to project updates and final reviews, we believe in keeping clients in the loop every step of the way. That means being transparent about timelines, budgets, and results. Not just when everything’s going perfectly, but when adjustments need to be made. Clear communication builds trust, and trust builds confidence. We also make ourselves available. You won’t be left wondering who to contact or when you’ll hear back. Our team is responsive because we know that even small questions matter when it comes to moving your business forward. 3. Deliver on Promises (and Then Some) Reliability is one of the most powerful tools in any business relationship. When we commit to something, we deliver on time, on budget, and with the quality our clients expect. But the best partnerships don’t stop at simply meeting expectations. At True North, we aim to go a step further. That might mean adding an extra design option, sharing insights into new marketing trends, or suggesting ideas that could help boost your reach. When you consistently show that you’re invested in a client’s success and not just your own, that’s when the partnership starts to grow roots. 4. Stay Proactive, Not Reactive The digital landscape changes quickly. What worked last year, or even last quarter, might not work tomorrow. That’s why we don’t wait for problems to appear before taking action. Our team continuously monitors analytics, tracks performance, and explores new technologies to keep clients ahead of the curve. Whether it’s improving a website’s functionality, refining a campaign strategy, or identifying new opportunities, we believe in being proactive partners. By anticipating what’s next and planning accordingly, we help clients stay adaptable and that’s a key ingredient in long-term success. 5. Celebrate Wins Together One of the most rewarding parts of our work is seeing our clients succeed. Whether it’s a record month in sales, a brand launch that exceeds expectations, or a new milestone in growth, we love to celebrate those moments right alongside you. Recognizing achievements big and small reinforces the idea that we’re on the same team. Because we are. Your wins are our wins, and your success fuels our passion for what we do. The True North Difference At the end of the day, building long-term client relationships comes down to trust, respect, and shared goals. It’s not about quick wins or one-time projects; it’s about becoming a trusted partner who’s there through every phase of your business journey. At True North Technologies, we take pride in helping our clients grow through innovative digital strategies, creative design, and consistent support. Many of our relationships span years, and that’s not by accident. It’s the result of intentional communication, follow-through, and a genuine commitment to helping each client succeed. When you work with us, you’re not just hiring a service provider; you’re gaining a partner who’s invested in your long-term growth. Ready to see what a true partnership looks like? Let’s start the conversation. Contact us to learn how True North Technologies can help your business grow, thrive, and stand out in a digital world.