Often, businesses consider both PPC Campaigns and SERP Optimization as two similar or competing channels. While there is no denying that they both involve appearing on, and getting clicks from, search engines, they are neither. They are two very different channels and whenever possible, should be part of your wider digital marketing strategy. The two can, and should [ if properly setup ], work together effectively to drive success online. Try to avoid comparing these two channels and see both as vital parts of driving business growth.