Unlike pay-per-click, or PPC, advertising campaigns, which can help drive traffic in your direction in the short term, SEO is better to generate long-term, lasting results for a business or brand. While PPC can drive users to engage with you today, keeping them coming back for more products, services or information requires a website that is optimized to provide a positive user experience. Building your brand via SEO is a fantastic way to set yourself apart from the competition and to forge long-term relationships with customers built on a solid foundation.