SEO is important for businesses operating on the Internet. Investing in SEO increases traffic, sales, and leads without paying for every click. Pay Per Click ads mean precisely that. You pay for every click you receive. It is like playing the lottery. You don’t know the cost per click until it’s too late and costs can add up quickly. With SEO, you invest in improving your rankings for the long term. The costs are easy to understand, and the higher you rank for a keyword, the more clicks you receive.