SEO or PPC?

Points to check

• Paid search can test offers and keywords quickly, but charges continue while ads run. Separate media spend from the management fee.
• SEO requires useful pages and technical work over time. It can support a broader range of questions that customers ask before buying.
• A combined plan should assign each channel a purpose and show how learning from one improves the other.

Start with the brief

Write down the business outcome you need, the people you want to reach and any practical constraints. This makes it easier to judge whether a suggested service or platform is appropriate.

Organic search and paid search work on different timescales and cost models.

Compare the work, not just the headline

Ask providers to describe the deliverables, who will do the work, what they need from you and when the result will be reviewed. A written proposal should distinguish included work from optional extras.

• Technical and content review
• Search intent and page improvements
• Measurement and ongoing recommendations

Questions worth asking

• What will happen in the first 90 days?
• Which work is included each month?
• How will leads and useful traffic be measured?

Use PPC for controlled testing and immediate reach; plan SEO around durable pages and ongoing improvements.

Make a fair comparison

Use the same brief for each provider, request any missing details in writing, and consider ownership and ongoing support alongside price. You can use the free worksheet to record the answers.