Search engine optimization (SEO) involves using a range of techniques to organically improve your website’s search engine rankings, while search engine advertising (SEA) uses paid ad campaigns, e.g. pay-per-click (PPC) to generate leads. These activities are not alternatives but pieces of the same puzzle, which should be used in synergy, as complementary techniques to drive traffic to your website. However, each has particular strengths. SEO is a cost-effective, long term strategy that scales over time and can produce excellent ROI. Meanwhile, SEA is an ideal shorter term solution that allows you to quickly and efficiently target a specific audience while you gradually develop your website’s SEO. When used together as part of an overall digital strategy you will maximize your reach.