SEO or PPC?

A common question I hear is whether to optimize a website to get organic search engine rankings or to use pay per click advertising to get faster results.  I don’t believe there is a right or wrong answer.  In fact, it really depends on your industry and the current state of your website.  For example, if your website is in need of architectural revisions to make it more search engine friendly, then using PPC makes sense if you need to produce sales leads right away.  However, it’s not a good idea to ignore organic rankings through SEO.  You’re only putting off what should be done for long term benefits.  PPC can be more costly in the long run.  Once you’ve achieved organic rankings, you can still use PPC selectively for specific keyword phrases which are difficult to rank for organically.  If you have the budget for both, you get the best of both worlds. 

Bernie Borges