SEO and PPC have their advantages and complement each other in a digital marketing strategy. SEO focuses on organic search results and aims to improve long-term visibility and traffic through optimized content and a website structure. PPC, on the other hand, involves paid advertising, where advertisers bid on keywords and pay when their ads are clicked. The choice between the two depends on factors such as budget, goals, competition, and timeline. Online marketing is often more effective when both strategies are used.