You should be doing both strategically if you’ve got the budget because they both help each other. AdWords allows you to jump to page 1 right away, but you must pay for every click. SEO can be more economical for long-term website traffic and business growth, but it takes longer to see results. Search Engine Marketing (also called SEM, pay-per-click, PPC, or Google AdWords) can show you what queries led to clicks to your website. Plus onsite optimization can increase your Ad Quality Score, which can decrease your cost per click (CPC). Google wants your landing page to serve the searchers needs exactly, and they evaluate that page’s content in a similar way they evaluate its SEO. Google Analytics now hides the queries people searched when they came to your website organically, so running an AdWords campaign is a good way to see what people are clicking to come to your site.