Search engines have become the most common way for consumers to find new products, services and suppliers or providers. If you want to market your brand on search engines, there are two main paths you can go down. You can focus on search engine optimisation (SEO) or opt for an advertising campaign, specifically pay-per click (PPC) advertising.

Both SEO and PPC advertising are worthwhile options when it comes to boosting your search engine ranking and, most importantly, getting more sales. But, depending on your long-term business goals, they each have different advantages. Read on to discover how each campaign can be used and which is the best choice for you…


Search engine optimisation is essentially the process of making changes to your website with a view to improving your search engine results ranking. To rank highly for a search term on Google, for instance, your website needs to be easily readable, have relevant content and a good reputation. To achieve the necessary targets, set by the search engine provider, and boost your rankings, you need to invest time and money into optimising your site.

SEO is a long process, usually taking between 6 months to a year to see clear results. But once the site is fully optimised, it will continue to rank highly and yield prominent, long-term results.


PPC advertising involves paying the search engine’s ad system to have your ads placed highly on the search engine results pages. This form of search engine marketing displays instant results, with your site appearing on the first results page for a search term straight away.

PPC advertising gives you a greater amount of control over who is seeing your site, as you can dictate which search terms display your ad. However, the minute you stop paying for the ads, your site disappears from the results page. It’s an instant fix, but not a long-term one.

Which is right for you?

So, how do you choose which path to take? For many businesses, a combination of the two works well. If your company needs sales and site traffic today, advertising is better for instant results, but it does require some work researching search terms and optimising your landing pages for the best results.

If you want to build a strong platform and have your site consistently featuring at the top of search engine results pages, SEO is the right path for you.

Can we help?

At Nettl Bury, we specialise in creating fast, sleek and user-friendly ecommerce websites. We can help you to optimise each aspect of your site, leading to better search engine results in the long-run. For more information about any of our services, don’t hesitate to contact our team today.