SEO and pay-per-click or other paid media options work together to boost your website and position your brand as an authority in your industry or niche. SEO often gives you a much better return on investment compared to paid media options. That's not to say that SEO is cheap and easy; it takes a good amount of time and resources to do well, but its long-term rewards are immense and sustainable. Most of the time, SEO and paid advertising will work together to deliver the best results.