Starting a business is exciting, but it can feel overwhelming when you’re creating your business plan and thinking about marketing. You’ve probably heard about SEO and PPC, but which one should small business owners focus on first? This is one of the most common questions we get at Echelon Media from entrepreneurs starting a business.
Both SEO (Search Engine Optimisation) and PPC (Pay-Per-Click) advertising can help your new business get found online and deliver results. However, they work in very different ways and bring potential customers at various speeds. Let’s break down what each one does and help you decide which is right for your business venture.
What Is SEO?
SEO is the process of making your website appear higher in search engine results when potential customers search for your products or services. Think of it like making your shop more visible on a busy high street. When someone searches for “plumber near me” or “best pizza in London,” SEO helps your website show up in those results.
The great thing about SEO is that once it starts working, it can bring you customers for free. You don’t pay every time someone clicks on your website from Google. However, SEO takes time to deliver results – usually 3-6 months before you see real progress.
Good SEO also helps build word-of-mouth marketing. When your website appears at the top of search results, it builds trust with potential clients who see you as an authority in your field.
What Is PPC?
PPC is paid advertising where you pay each time someone clicks on your advert. Google Ads is the most popular form of PPC. When you search for something on Google, the adverts at the top of the page are PPC ads. You can also run PPC ads on Facebook, Instagram, and other platforms.
The brilliant thing about PPC is that it works immediately and can deliver results within hours. You can set up an advert today and start getting visitors to your website straight away. However, you need to keep paying for it to keep working – it’s an ongoing business expense that needs to fit into your business structure.
Comparing SEO and PPC for Small Businesses
| Factor | SEO | PPC |
|---|---|---|
| Time to deliver results | 3-6 months | Immediate |
| Ongoing cost | Low (after initial investment) | Continuous payment required |
| Click cost | Free | £1-£50+ per click |
| Control over results | Limited | High |
| Long-term value | Very high | Only whilst paying |
| Skills required | Technical knowledge needed | Marketing skills needed |
When Small Business Owners Should Start with PPC First
PPC might be the right choice for your new business if:
You Need Customers Quickly: If your business needs to start making money right away, PPC can bring potential customers within days. This is especially important if you have bills to pay or staff to support whilst starting a business.
You Have a Marketing Budget: PPC requires ongoing investment. Small business owners might spend anywhere from £500 to £5,000+ per month, depending on their target market. If you can afford this, PPC gives you immediate control over your marketing.
You’re Testing a Business Opportunity: PPC is brilliant for market research and testing whether people actually want your products or services. You can quickly see which offerings get the most interest from potential clients and adjust your business accordingly.
You Sell Products Online: If you want to sell products through an e-commerce website, PPC can drive immediate traffic to your online store. This is particularly useful for testing different product lines or seasonal items.
You’re in a Competitive Market: If your competitors already dominate the search results, it could take years to outrank them with SEO. PPC lets you appear above them immediately if you’re willing to pay for it – creating a valuable business opportunity.
Our PPC agency in Essex has helped many small business owners get their first customers through targeted advertising campaigns that deliver results quickly.
When to Start with SEO First
SEO might be the better long-term strategy if:
You Have a Limited Budget: If money is tight when starting a business, SEO offers better value over time. Whilst it takes longer to deliver results, the ongoing costs are much lower than PPC.
You’re Planning for the Long Term: SEO builds lasting value for your business venture. Once your website ranks well, it can bring you potential customers for years without ongoing advertising costs.
You Have Time to Wait: If your new business isn’t under immediate pressure to generate revenue, SEO gives you a strong foundation for future growth while you focus on other aspects of your business plan.
Your Industry Has Low Competition: In less competitive markets, you might rank well relatively quickly with good SEO. This makes it a smart long-term investment from day one.
You Provide High Quality Services: If you offer high-quality professional services like career coaching or run online courses, SEO helps establish your expertise. Potential clients often do extensive research before choosing service providers, making organic search visibility crucial.
Our SEO services in Essex focus on building sustainable organic growth for small businesses of all sizes and can deliver results that last for years.
The Combined Approach: Using Both Together
Many successful small business owners don’t choose between SEO and PPC – they use both as part of their comprehensive business plan. Here’s how this can work:
Start with PPC for Immediate Results: Launch PPC campaigns to start getting potential customers and revenue flowing. This gives you breathing room and proves your business opportunity works.
Invest PPC Profits into Long Term SEO: Use the money you make from PPC to invest in SEO. Start building your organic presence whilst PPC keeps the customers coming.
Gradually Shift the Balance: As your SEO starts working (after 3-6 months), you can reduce your PPC spending. Eventually, you might only use PPC for special promotions or to target specific keywords.
This approach gives small business owners the best of both worlds, but it does require a bigger initial investment when starting a business.
Industry-Specific Considerations for Different Business Ventures
Different types of business opportunities should consider different approaches:
Local Small Businesses (Restaurants, Hairdressers, Plumbers): Local SEO often works faster than national SEO, so this could be a good starting point for your business plan. However, Google Ads for local searches can deliver results effectively too, especially for urgent services.
E-commerce and Businesses That Sell Products: PPC often works well for online shops because you can track exactly which products make money from potential customers. However, SEO is crucial for long-term success in competitive online markets.
Professional Services and Online Courses: Businesses offering career coaching, consultancy, or online courses often benefit from SEO because potential clients research thoroughly before making decisions. However, PPC can work for urgent needs or specific course launches.
Affiliate Marketing Ventures: If your business plan involves affiliate marketing, SEO typically delivers better long-term results. However, PPC can help you test different affiliate products quickly with your target market.
Making Your Decision as a Small Business Owner
To decide which approach fits your business plan, ask yourself these questions:
- How quickly do I need potential customers?
- What’s my monthly marketing budget as a new business?
- How competitive is my target market online?
- Am I building this business venture for the long term?
- Do I have the skills to deliver results, or the budget to hire experts?
- What type of products or services am I offering?
- How much market research have I done on my potential clients?
Remember, there’s no universally right answer for every new business. The best choice depends on your specific business plan, target market, and available resources.
Getting Started with Your Business Venture
Whichever route you choose, success requires expertise and high-quality execution. SEO involves technical website work, content creation, and link building. PPC requires keyword research, ad writing, and ongoing optimisation to deliver results consistently.
Many small business owners benefit from professional help, especially when starting a business. According to the Digital Marketing Institute, businesses that invest in professional digital marketing see average returns of £4 for every £1 spent – making it a worthwhile business opportunity.
The most important thing is to start somewhere with your marketing efforts. Even a basic SEO foundation or small PPC budget is better than doing nothing. You can always expand and improve your efforts as your business venture grows and you better understand your target market.
Don’t forget that great customer service and high-quality products or services are just as important as your marketing. Word-of-mouth recommendations from satisfied customers can be more valuable than any paid advertising when building a long-term business.
Frequently Asked Questions
Q: How much should a new business spend on PPC? A: Start with whatever you can comfortably afford to lose whilst learning about your target market. Many small business owners begin with £300-£1,000 per month and adjust based on results. The key is to start small and scale up what delivers results for your specific products or services.
Q: How long does SEO really take to deliver results for a small business? A: Most new businesses see initial improvements in 3-4 months, with significant results after 6-12 months. However, SEO is ongoing work – you can’t just do it once and forget about it. The long-term benefits make it worthwhile for most business ventures.
Q: Can small business owners do SEO and PPC themselves, or do they need to hire experts? A: You can learn the basics yourself, but both require significant time and expertise to deliver results consistently. Many entrepreneurs find it more cost-effective to hire specialists so they can focus on running their business, improving customer service, and developing their products or services.
Q: Which is more expensive in the long term – SEO or PPC for a small business? A: PPC costs more over the long term because you pay continuously. SEO requires more upfront investment but becomes much cheaper over time. However, PPC gives you immediate control and can deliver results quickly, which can be worth the extra cost for new businesses needing immediate cash flow.
