Ranking Organic SEO vs. Online Paid Advertising

Small businesses who begin their journey to marketing online are usually confronted with one of two different strategies. The first is to opt for the long-term objective of ranking number one on Google through a series of techniques that requires time and diligence. The second is to invest in an online blitz where you score bang for buck and a quick injection of views.


Neither option is full proof and each has their own flaws to confront. However, in order to give you a greater picture of the scenario you are facing, we have ranked each practice according to some of the key guidelines.

Credibility: Organic SEO


The audience trusts a number one ranking on Google more than they ever would a Google Adword spot. Due to the advertisement being promoted and listed as such, there is an accepted understanding from the community at large that a brand sitting atop the ranking is there for a genuine reason.

Short-Term Visibility: Paid Adverts


A correct SEO strategy that follows all the right rules still needs 3-4 months before tangible results are seen. An advertisement can score clicks and impressions in a matter of minutes. Should you require a quick hit of traffic, there is no comparison.

Click-Through Rate: Organic SEO


A well placed listing that achieves that through organic methods will receive a greater click-through rate. Outside of a handful of exceptions, this has proven to be the case.

Costs: Paid Adverts


Adwords require a small amount on a minimum spend, but outside of those restrictions, there is no limit to what you can invest. SEO is a long-term strategy where costs can be difficult to determine in association to the specific targets, but adverts will illustrate clearly what the cost is immediately.

Long-Term Viability: Organic SEO


While the commercials offer an injection, that visibility needs further investment to remain valid. The alternative of processing a clear keyword strategy with multimedia integration and a gradual building of a consumer base pays off for long-term viability.

Flexibility: Paid Adverts


A paid advertisement can run for a day, a week or a month and be stopped at any moment. If wording, branding or the targeting of demographics needs to be changed, it can be done at a flick of a switch. For Google to recognise a change in strategy from an organic SEO standpoint, there could be weeks before that translates to the right type of clicks.



The best option to take for a majority of outlets is a healthy combination of organic SEO and paid advertising spots. It will offer a complimentary strategy where all eggs are not placed in the same basket, but rather diversified to give the best possible outcome.