Whether a business should invest in SEO, PPC, or both is a common one, and it’s the age-old battle between SEO and PPC. You should balance a company’s marketing channels in an ideal scenario to avoid relying on a single traffic source (and conversions). Budgeting can be challenging, especially for small firms, and resources must disperse wisely. Money isn’t infinite. Even in this instance, a long-term SEO strategy must be complemented by a small but focused PPC campaign.