SEO and PPC are both marketing methods used to encourage more traffic to any type of website, but an e-commerce one in this case. SEO involves optimizing the content of web pages to improve their visibility in organic search engine results, while PPC involves paying for ads to appear at the top of search engine pages. SEO is a long-term strategy and can provide more sustainable results over time, while PPC is a quicker way to drive traffic but requires ongoing investment. If you have a short-term promotion, for example, you can quickly attract visitors with an effective PPC campaign.