The discussion around SEO and PPC has been going on for years, to find out which one is better among both of them. It is difficult for the users to choose from purchasing your way to the top of search engines through the Pay-per-click campaign or increase your organic search engine marketing strategy through search engine optimization. It is very challenging for many company owners to decide between these two digital marketing strategies. And often leave customers wondering which the right approach is. Search engine optimization It is referred to as an organic or natural traffic generator. It consists of optimizing your web pages to enhance their position in search engines. SEO offers a platform that clearly describes what the company is doing and also produces valuable information for both individual users and Google search crawlers. These also make sure that the website is in good condition by utilizing good codes and search engine friendly material. Cultivating inbound links from other sites that decide your “link authority” and make your ranking better. Blogging, social network ads, etc. are some more effective ways to acquire quality links. Advantages: Organic SEO is cost-effective Organic SEO is long-lasting Search engine positioning is stable Drawbacks: Very slow It is an ongoing process Time-consuming Pay Per Click When users buy ‘clicks’ from Google or any other search engine, it is referred to as pay per click advertising. PPC helps users to easily take advantage of search engine activity by paying or bidding for keywords related to your product and services you are providing. Advantages: Users will immediately get more traffic to their websites It is scalable and controllable With the use of PPC, users don’t have to worry about search engine algorithm impacting their website position. Drawbacks: Users have to pay to get good search engine results Researching and selecting effective keyword PPC is not long-lasting Conclusion At the end of the day, the goal is to expand the company and increase revenue. Therefore choosing between the two depends on your industry and budget. Ideally, both the SEO and a well-structured PPC strategy aim to drive a company to the greatest outcomes. We at SOFTIEONS TECHNOLOGY work on digital marketing and help the customers in their business growth through various digital marketing strategies.