“Which is better for my brand in the long run, SEO(Organic) or PPC(paid) Advertising?”

Search marketing deserves a multi-faceted approach that begins with a strong organic foundation that can, and should, be supplemented and enhanced with pay-per-click (PPC) campaigns to further increase exposure and increase conversions.

So, it makes the most sense to ensure a website is in a sound state for success with several key elements in place like the implementation of general SEO best practices, a user-friendly, search-friendly, and technically sound website, as well as a visually and aesthetically pleasing website and digital assets, among other basics.

Once those are (mostly) in place, it would then be quite beneficial to further beef up marketing efforts with some accompanying PPC campaigns to go beyond the limited organic reach for the brand and/or its website.

But let me explain further. First, it needs to be established that organic search drives drastically more traffic to websites than paid search. A study published by Conductor in 2014 shows that organic search is responsible for about 64 percent of all site traffic, while paid search generates only 6 percent.

That paid traffic likely consists of more qualified visitors that are further down the buyer funnel and more likely to convert, but the overwhelming amount of traffic generated from organic search can and should never be ignored in this debate.

While it’s no secret that paid advertising helps a brand, product, or service achieve the goals it aims to accomplish, it’s important to consider the volume disparity between organic and paid search in terms of traffic.

Plus, in the case of PPC advertising specifically, a brand’s website is what is being advertised. So, the website must be effective in its goals for it to succeed in both an organic and paid approaches.