Here are some compelling reasons why you should consider PPC – SEO offers long-term benefits for a business and the gains last for years. Visibility in search translates into organic results which means you don’t need to keep spending money. Paid search marketing has short-term results but SEO is for the long haul. The best part is SEO is far cheaper than paid search marketing strategies. You need to spend big dollars for every click on your ads. Not every business can afford this cost. Again this is not sustainable as the price of premium keywords are getting competitive with increased competition.