Although both target the same user searches PPC and SEO are two very different terms in the world of digital marketing That being said both PPC and SEO should be seen more as complimentary activities rather than one versus the other In fact often the best results are seen when advertisers invest in both channels That is particularly true if your PPC management is executed by the same team working on your SEO services Imagine you are a digital marketing agency based and working within the Sydney market you have a local page on your website that is ranking organically in Google in position 9 for the keyword digital marketing agency Sydney The SEO traffic from that keyword is quite low and generates only a handful of clicks per month and no sales However your PPC Sydney campaign which is sending paid traffic to the same page has one of the best conversion rates and it s highly profitable If the same team is managing both PPC and SEO then they could use and leverage all the valuable data from PPC into the SEO optimisation including learnings and insights on what copy works best or the best search terms From our experience working on the PPC and SEO management for hundreds of clients across all industries we certainly recommend to utilise both PPC and SEO and if possible at the same time to leverage and take advantage of that holistic approach