SEO and PPC are both vital towards running an effective internet marketing campaign. SEO is about improving your search engine ranking on the search results section, whereas PPC is about placing an ad next to the search results section and getting it above everyone else’s.
The placement of your link in search results (SEO) is improved through modifying the content on your website, its layout, the images, and other items which can help improve your ranking on the search engines. Most users click on the free search results instead of the ads on the sides, which dramatically improves your click-through rate (the amount users click on your link). This is also known as organic marketing.
Pay-Per-Click, or inorganic marketing, is just that. You pay every time someone clicks on your ad. Depending on your budget, and the amount you are willing to pay each time someone clicks on your ad, determines how high up your ad will be served next to the search results.
The goal in the end is to improve the ROI of your website by advertising it effectively to your target market on the internet. No matter how exciting your message or how perfectly constructed your website is, if people don’t know you’re there they won’t come.