SEO vs. Paid Advertising: A Comparative Study of Digital Marketing Strategies for Small Businesses : Saeed Ghani Pakistan

Abstract

This research project titled "SEO vs. Paid Advertising: A Comparative Study of Digital Marketing Strategies for Small Businesses – A Case Study of Saeed Ghani Pakistan" examines the effectiveness of two major digital marketing approaches: Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. Through a mixed-methods approach over a 12-month period, the study analyzes performance metrics such as website traffic, conversion rates, cost-efficiency, and return on investment (ROI). Using data from tools like Google Analytics, SEMrush, and Ahrefs, the research compares long-term benefits of SEO with the immediate impact of PPC campaigns. The findings highlight the complementary nature of both strategies, suggesting a hybrid approach as the most effective way for small businesses in Pakistan to build brand visibility and drive sales. Practical recommendations are provided to help SMEs optimize digital marketing efforts within budget constraints and local market conditions.