In PPC, each ad links back to a specific landing page on the website. This landing page is where visitors are directed to after clicking on the ad. The alignment between PPC ads and relevant landing pages is crucial for a successful campaign. SEO focuses on optimizing a website to improve its organic search visibility with keywords and other best practices, while PPC involves paying for advertisements to appear in search engine results. When used together, PPC can quickly drive traffic to specific landing pages on a website, while SEO efforts improve the organic search ranking of those same landing pages. This combination can lead to increased visibility, traffic, and higher conversion rates.