SEO vs PPC: Which One Is Better For Your Business

SEO vs PPC: Which One is Better for Your Business


The economic downturn we are now experiencing is not just a blip on the radar but significant enough to define it as a recession. Major corporations around the world are struggling, the travel industry is sinking, food and beverage outlets are shutting down and retail chains are getting crushed by delivery services. The economic reality we are now experiencing is not looking bright. 

When the economy goes bad, branding goes out of the window. Most business owners want every dollar; they must work harder. They want to stay relevant and alive without having to spend unnecessary amounts of money on strategies that only work in the short term. They want direct marketing done smartly. And in marketing, few channels work harder than search engine optimization

Some may say paid advertising could be a valid option. Yes, it could this month, but it bears no guarantees for the future. In fact, paid advertising only works when a substantial amount of money and quite a lot of working hours are put into it. If you are thinking that today you are investing in an ad and tomorrow you can already see the result, you are far from the truth. 

Whereas SEO done right guarantees you a stream of constant revenue eventually. With SEO, every conversion that happens on your page is free. 

Its benefits over PPC are: 

  • Cost
  • Consistency & Continuity 
  • Credibility 
  • Competition


If your business is part of a mature industry like insurance policies, then a cost-per-click can be as high as $60-$100 per click (be careful though; a click does not guarantee you an acquisition). In this case, it makes a lot more sense to allocate your marketing budget to SEO. 

PPC is a great solution to an immediate problem or an effective way to promote a new website. It is not recommended for companies with low marketing budgets or a narrow range of products. 


When you do SEO, the traffic to your website will be constant. With PPC the traffic may skyrocket today, but once your budget dries up, the traffic will dramatically fall. 

SEO is a guarantee for longevity. PPC is great when you launch a new product or service. You should not rely on PPC to drive constant traffic, build strong, long-lasting relationships with your clients, or exercise authority. For all these reasons, SEO is your choice. 


Google recommendations are usually regarded as quality ones. Think of the times you were in a foreign country, and you chose a place to eat based on Google’s recommendations. 

These days, people are carefully considering all the pros and cons before making a purchase.  This makes SEO a key factor when you’re building your brand’s reputation and awareness. 

PPC will display your website in the first three ads Google shows on the first page, but most people will scroll down and click on the first organic results. This only proves that trust is not gained by running PPC campaigns. 


Studies prove that 75% of searchers don’t make it past the first page of Google results. Your competitors do SEO. This is how they rank organically and build authority. If you are not investing in SEO, all your potential customers will head to the competition. 

You need to be on top of your game with all the developments in your industry and deliver the best products and services to your customers. You also need to keep an eye on your SEO. 

Both SEO and PPC are important parts of an online marketing strategy. There are times when one might favor one marketing strategy over the other, and that is perfectly normal. 

Keep in mind, though, that in times like this, investing in search engine optimization offers far more advantages than overspending your marketing budget on paid advertising. When your business is not at its peak, abandoning SEO is not exactly wise. It could determine your survival in the current economy.

Think of SEO as planting the seeds for your business to grow. Water it regularly, giving it the nutrients (updates, keyword tweaks, edits) it needs, and before you know it, you will have a strong, healthy plant (website) that receives all the attention it deserves.  


Located in the heart of Johannesburg, our office sits in the affluent area of this metropolitan city. Sandton has been developed into one of the top financial districts in the country. All of the nation’s top investment banks and financial consultants have chosen Sandton as the head office. Some notable companies include Massmart and Nedbank. You can also find one of the biggest convention centres of the African continent in Sandton. The Sandton Convention Centre is a twelve storey building built to accommodate up to 10,000 people at any one time. Some of the most prolific annual events are held at this convention centre.

Johannesburg has now transitioned from being a gold mining city to becoming one of the most multicultural and vibrant cities in the continent. Home to one of the world’s largest urban forest and art gallery, this is a progressive city that Kadima Digital is proud to call one of our homes.


Located in southern Europe, a part of our team resides in Lisbon, the capital of PortugalLisbon boasts breathtaking scenery and a rich culture, and has become a hotspot for startups and other successful businesses. Companies such as Volkswagen, Tyson and Capgemini are examples of major international businesses established here. With Portugal being ranked 7th in the world for English proficiency, as well as being relatively cost-friendly, it’s no wonder so many entrepreneurs and CEOs are venturing towards its capital. Lisbon offers some of the most beautiful views in the world, and is a definite contender for the next big tech and business hub. With its world-class infrastructure, incredible culture, and high standard of living, there is no shortage of  experiences to be had.

Tel Aviv

Located in the heart of the middle east, our head office sits in Tel Aviv, Israel. This little country is home to more startups per capita and some very well known tech companies, including Payoneer, Walkme and Riskified. In the most recent years, the thriving tech scene has drawn many venture capitalists and startup founders to the city.

Besides its mature business ecosystem, Tel Aviv is also known to be one of the best cities for nightlife and international cuisine. The cultural heritage combined with its modern sensibilities makes it the ideal environment for Kadima Digital to connect with forward-thinking brands and business leaders. It is our pride and honor to call the world’s most innovative tech hub our home.