Every business owner has heard they “need SEO” (Search Engine Optimization) or should “run Google Ads,” but what do these actually mean? More importantly, how do they work together to grow your business?
If you’ve ever wondered:
→ How does SEO work?
→ How do I choose the right keywords?
→ Should I invest in PPC or SEO first?
You’re in the right place. Let’s break it down.
What is Search Engine Optimization? (SEO)
Search Engine Optimization (SEO) is how businesses rank organically on Google. It’s a long-term strategy focused on building your website’s visibility over time.
The goal? Show up in search results without paying for ads.
SEO works by optimizing your website and content for keywords—the words people type into Google. The best way to start is by identifying high-intent keywords (keywords that indicate someone is ready to take action) and creating valuable content around them.
These keywords typically come from people further along in the buying journey.
Unlike general or informational searches, high-intent keywords show strong commercial or transactional intent.
Here are some examples of different types of high-intent keywords:
1. Purchase-Intent Keywords (Buyer Keywords) ⏤ These indicate someone is actively looking to buy.
"Buy running shoes online"
"Best price for iPhone 15"
"Luxury handbags on sale"
"Where to buy organic dog food"
These searches show clear intent—the person is looking for a place to buy the product right now.
2. Local Service Keywords (Action-Oriented) ⏤ For businesses with physical locations or service areas, high-intent local keywords indicate someone is ready to book or visit.
"Best plumber near me"
"AC repair Cookeville TN"
"Top-rated med spa in Nashville"
"Emergency dentist open now"
These searches signal immediate needs—which means they convert at a much higher rate.
How Do You Optimize for SEO?
Here’s what goes into a strong SEO keyword strategy:
Keyword Research: Identify high-intent keywords related to your business. These should match what your ideal customer is searching for.
On-Page SEO: Optimize your website with proper title tags, meta descriptions, and structured headings (H1, H2, H3). Pro Tip: Each page should have only one H1 tag—this tells Google what the page is about. H3 tags are great for breaking up content into sections Google can easily index.
Content Creation: Regular blog posts, optimized for relevant keywords, help build authority and drive organic traffic.
Site Structure & Speed: Google prioritizes fast, mobile-friendly websites with clean navigation. A slow site = bad rankings.
Backlinks: The more quality sites linking to your content, the more Google trusts your website.
SEO is something you build on over time. It’s an investment in your website’s long-term growth.
What is PPC (Google Ads, Pay-Per-Click Advertising)?
Now let’s talk about Google Ads, also known as pay-per-click (PPC) advertising.
Unlike SEO (which takes time to build), Google Ads deliver instant traffic—as long as you’re bidding on the right keywords.
Here’s how it works:
You choose keywords you want to rank for. (this is the foundation of Google ads. It sounds easy, but it needs to be strategic.)
You bid on those keywords (competing with other advertisers).
Your ad appears at the top of search results when someone searches that term.
But here’s the catch: There are a million different ways to run a Google Ad, and most people get it wrong.
Conversion tracking is critical. If you don’t set up tracking properly, you have no idea whether your ads are actually driving sales or just burning money. We see so many businesses wasting thousands on clicks that never convert—simply because they aren’t tracking correctly.
Campaign structure matters. Bidding on the wrong keywords, using broad match carelessly, or skipping negative keywords can drain your budget in days.
Google Ads require deep expertise. Google is not incentivized to save you money—it’s a business. Running profitable campaigns means understanding bidding strategies, keyword match types, and ongoing optimizations.
At Privy Clear, we’re Google Certified Partners. This means:
We passed rigorous testing to prove our Google Ads expertise.
We maintain a 98.7% optimization score (Google requires 70% for certification).
We manage over $10,000+ in ad spend every 90 days.
Google Ads work only when they’re structured strategically. Done right, they’re incredibly powerful—but they’re not "set it and forget it."
Which One Should You Focus On?
Every business owner should start with SEO (Search Engine Optimization)
Why? Because it’s free.
SEO is an investment in your website’s long-term visibility. The earlier you start, the sooner you’ll see results. Even if you don’t have a marketing budget right now, you can still begin optimizing your site with high-intent keywords and strategic content.
SEO = The foundation (Long-term growth, free traffic)
PPC = The accelerator (Quick wins, instant traffic)
If you have marketing dollars to invest, Google Ads is worth exploring.
Here’s how we approach it: If you come to us and say, “I have $1,000 a month to invest in marketing,” our job is simple:
Make that $1,000 back—plus profit.
Build a strategy that actually converts.
Ensure every dollar is spent with purpose.
We don’t believe in wasted ad spend. We believe in running ads that grow your business.
Final Thoughts: SEO vs. PPC
SEO is your foundation. Start there, build authority, and gain free traffic over time.
Google Ads accelerate results. If you’re ready to invest, PPC can get you in front of buyers instantly.
The best strategy? Use both.
Smart businesses don’t choose—they integrate SEO and PPC for maximum impact.
Ready to build a marketing strategy that actually works? Whether you’re looking to rank organically or run high-converting Google Ads, we’re here to help.
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