PPC (Pay-per-Click) Advertising is not necessarily ‘better or worse’ than SEO. As all forms of marketing go, some are better or worse which is highly dependent on the industry or business in question. The immediate benefit of PPC is that it is just that: Immediate. However, this is also a pitfall because as easy as it is to turn on, it can be turned off. In that way, PPC is not as equitable over time and does not drive that equity into the structure of the website, as Search Engine Optimization does. To those looking to increase the bottom line value of their website, as an asset owned by the business, a comprehensive SEO campaign can in turn increase the value of the business itself at the time of company valuation for sale, for instance.