Pay Per Click and Organic SEO both have their unique upsides. Thus, it cannot be fairly stated that one is a better option than the other. But the fact still remains that the best search engine ranking results are got when both tactics are combined to get a website the visibility it needs.
For example, PPC is actually more effective when a degree of search engine optimization has been carried out on a website. By improving a site’s SEO, its content and navigability will be improved. This means that after a PPC campaign has been launched and a site has been brought to the forefront, searchers visiting the advertised site are more likely to convert rather than bounce out. Search engine optimization properly tailors a website to be more suitable for both search engines and searchers looking for certain keywords.
A properly optimised website can be further boosted by PPC. How? PPC puts a website right at the top of a search result page when only SEO tactics might have placed a website at the bottom of the first page of a search result. PPC is especially effective if the website is a new one that has not had the opportunity to build up backlinks or popularity.
The most discerning difference between organic SEO and PPC is, the effects of PPC usually lasts only for as long as the campaign is running while the results from organic SEO last for as long as a search engine’s algorithm finds the SEO tactic acceptable.