The subject of whether a company should spend in SEO, PPC, or both is one that is frequently raised. It’s the age-old conflict between search engine optimization and pay-per-click advertising. To avoid being dependent on any single source of traffic, a firm should strive to balance several marketing channels in order to achieve success (and conversions). However, budgeting can be difficult, particularly for small enterprises, and resources must be distributed properly. There is a limit to the amount of money available. However, even in this case, it is critical to strike a balance between a long-term SEO strategy and a small but targeted PPC campaign.