SEO and PPC can complement each other perfectly when done correctly: after all, it takes money to run PPC ads, but SEO can generate organic traffic which leads to sales. It’s important to ask yourself what your business goals are. If your focus is on reaching a large amount of people quickly, which may include increasing sales conversion rates and growing your customer list by utilising SEM (Search Engine Marketing) strategies like PPC, then you are on the right track. But if you value increasing organic traffic over incoming revenue, then search engine optimisation (SEO) is the best online marketing strategy for you.