When it comes to boosting traffic to the website, we have two basic options: pay-per-click (PPC) advertising and search engine optimization (SEO). Search engine optimization (SEO) affects the visibility of a website or a web page in a search engine's unpaid results which is often referred to as "natural," "organic," or "earned" results. Pay per click (PPC), also called cost per click directs traffic to websites, in which advertisers pay the publisher when the ad is clicked.
Before choosing between SEO and PPC, we first need to decide as how large is the advertising budget for the website. We can set the daily spending limit as low as we like but if there is no money to commit to advertising then we would need to stick with free SEO methods.
Pay-per-click ads are among the quickest ways to drive website traffic to generate more leads and sales and basic reasons to include search engine advertising — i.e., pay-per-click ads — in local marketing strategy are:
1. Target Consumers by Geography and Search Terms.
2. Dominate the First Page of Google.
Search engine optimization makes the web site and its content attractive, relevant and visible to search engines and web searchers and people prefer this because of the following reasons:
It all depends on the needs and budget. If we want more traffic fast and are willing to pay for it, then PPC might be right for us. But if we're operating on a low-scale budget then it makes more sense to invest through SEO.