SEO vs PPC is like Buy vs Rent

Often clients ask Sherpa! what is the better -- search engine optimization or pay per click? And the not-so-surprising answer: depends.

But let's think of in a way that more of us can relate. Let's compare it to buying or renting a home.

We find that search engine optimization (SEO) is like buying a home, while pay per click (PPC) is like renting one.

• SEO is an investment. PPC is pay as you go.
• You gain equity with SEO overtime. Even if you stop making payments for your campaign, you will see results months after you stop. PPC stops the day you stop paying.
• You have to "build" your site around SEO, customs building/architecting a custom website. PPC requires no changes to your existing site.
• SEO is more expensive upfront with fees and deposits. PPC requires no start up costs -- as soon as you pay you move in.
• SEO is best when in the hands of professional, skilled talent. PPC can be handled by anyone with some time on their hand and brain on their shoulder.
• SEO can have a lot of maintenance costs to stay up to par with the market. PPC has much less.