We’ve worked with countless companies over the years and one of the most asked questions we get is “should I use SEO or paid ads?”. These people are not alone. Wondering whether SEO (Search Engine Optimization) or paid ads, like PPC (Pay-Per-Click), is the best way to drive traffic and bring in more customers.
The thing is, both strategies can be powerful, but they have different strengths and work best in different situations. But figuring out which one is right for you depends on your business goals, budget, and how quickly you need results. Here’s a quick look at how SEO and paid ads compare, and which might be the better fit for your California business.
1. SEO: Building Long-Term Growth
Have you ever noticed how, when you search something on Google, the very first thing that appears below the “ad section” is exactly what you were looking for? That’s not a coincidence – that’s SEO. Simply put, Search Engine Optimization, or SEO, has only one thing in mind: helping you rank higher on search engines like Google. But this isn’t an easy feat, with over 1.09 billion websites, competing with every single one of them and being the very first one a user sees when searching for something is hard. That’s why SEO is a strategy that takes time to build, but the payoff can be long-lasting.
Plus, once you rank well enough, you can continue to attract traffic without ongoing costs! And if that wasn’t enough of a reason to get started on SEO if you haven’t already, 53.3% of all website traffic comes from organic search, and 70% of those users say they prefer to click on organic search results over paid ads because they feel it’s more “genuine”. (Brightedge) (Hubspot)
For California businesses, especially in competitive markets like Los Angeles or San Francisco, SEO can help establish long-term credibility. Think about it this way: if someone searches “best vegan restaurants LA” and you’ve worked on your local SEO strategy, chances are that your business is going to be the one that pops up first. This not only can improve your website’s rankings over time, but it also attracts more customers both online and in-person.
We know SEO requires patience, but for those of you looking to build a sustainable online presence, it’s a solid long-term investment.
2. Paid Ads: Immediate Results
On the other side of the coin you have paid ads. These are the very first links you see under the “sponsored” section (shown below) and, if you need results quickly, they’re definitely the way to go.
With PPC campaigns on platforms like Google Ads, your website can show up at the top of search results almost instantly. But it’s not just about visibility, paid search ads can boost your website traffic by almost 53% and 75% of users say these make it easier to find the information they need! (Adcore) Plus, on average, businesses see a $2 return for every $1 spent on PPC, so it’s not only a great investment for visibility, but you actually increase your ROI. (GrowthScribe)
For California businesses launching a new product or running a limited-time promotion, PPC offers quick exposure. However, these types of campaigns can get expensive, especially in competitive industries like law, where the average cost-per-click can be $6 or more. (Neil Patel) In simple terms, PPC works best for short-term goals or campaigns, but you need to remember that once you stop paying, the visibility goes away.
So, Which Strategy Works Best?
As with anything, the choice between SEO and paid ads really comes down to your specific needs. If you need immediate traffic and fast leads for time-sensitive campaigns or even industries where it would take too long to rank organically, PPC is your best bet.
But, if you’re focused on long-term growth and building authority in your industry, SEO is the way to go. It also doesn’t hurt that once you rank well in search engines, you can maintain that position with less ongoing effort and expense compared to constantly funding ad campaigns.
To wrap it up, for many businesses, not just those in California, a combination of both strategies works best – using PPC for quick wins and SEO to build a strong foundation for the future is the best recipe out there for success.