Both are useful in their own way. SEO stands for Search Engine Optimization (improving your "organic" rankings), and PPC stands for Pay-Per-Click and refers to Google Ads (the ads you see at the top and bottom of most Google searches). In general, if you stop paying Google, your Ads will disappear; however, SEO has the potential to provide online exposure long after a website has been optimized. Although we believe SEO is of the greatest importance, most digital marketing experts will argue that a combination of SEO and PPC is the most effective way to attract potential customers and increase brand awareness.