Short answer: they both are great at different things. As discussed above, search engine optimization is a great long-term solution that is more complex than increasing brand recognition or generating sales. SEO also involves platform optimization – overhauling content according to Google’s guidelines, increasing page speed and ease of navigation, making efforts to climb up in rank for different keywords, and much more. PPC is more of a quick shot at hitting specific goals or trying to raise metrics in the shortest term possible. Think of it this way: without a proper website that is professional-looking and good at selling to your target customer, pay-per-click advertising leads may visit your platform. Still, they wouldn’t stay or become a repeat buyer.