Introduction
For businesses in the Philippines, digital marketing solutions are essential to attract customers and stay competitive. Two of the most common strategies are Search Engine Optimization (SEO) and Paid Search, or pay-per-click (PPC) advertising. Both help your business appear in search results, but each has its unique strengths and costs. Deciding which approach is better depends on your business goals, budget, and how quickly you need results.
This guide compares SEO and Paid Search to help Philippine businesses decide which is the best fit for their digital marketing strategy in 2024.
What is SEO?
Search Engine Optimization, or SEO, is the process of improving your website so that it ranks higher in search engine results pages (SERPs) like Google. SEO aims to bring organic (unpaid) traffic to your website by making it easier for people to find your business when they search for relevant keywords.
- How SEO Works: SEO focuses on keyword optimization, high-quality content, and improving site speed and user experience. It involves both on-page optimization (such as keywords in content) and off-page optimization (like backlinks from other websites).
- Timeframe for Results: SEO is a long-term strategy. It can take weeks or months to see significant results, but it builds lasting visibility for your website.
What is Paid Search?
Paid Search, often referred to as PPC (Pay-Per-Click) advertising, involves paying to place ads at the top of search results. Google Ads is the most common platform for paid search, where businesses bid on keywords to have their ads appear when users search for those terms.
- How Paid Search Works: Businesses create ads and bid on keywords relevant to their product or service. When a user clicks on the ad, the business pays a fee. Ads appear at the top of the search results, marked as “Ad.”
- Timeframe for Results: Paid Search offers immediate results. Once your ad campaign is live, it can start driving traffic right away.
Comparing SEO and Paid Search
1. Cost
- SEO: SEO doesn’t require paying for clicks, but it requires time and effort. You may need to invest in content creation, technical improvements, or an SEO specialist. However, once your site ranks well, you’ll enjoy free, ongoing traffic.
- Paid Search: With PPC, you pay for each