SEO and PPC: The Pros, the Cons and how to choose between them

Digital marketers sometimes struggle with the decision of when to use SEO and when to use PPC. They are not mutually exclusive, but you need to understand the pros and cons of each. Whether or not you should choose one or the other or a mix depends on your company’s current situation, marketing strategy and goals.
Primary Differences Between SEO and PPC
SEO, of course, stands for Search Engine Optimization. When you optimize your digital content for SEO, you use keywords and other methods in an effort for it to appear organically when people perform searches on search engines such as Google or Bing. You do not have to pay search engines for your results to appear, but even when you do it right, it may take months for SEO to generate increased traffic to your website and for your site to appear high in search engine rankings. Read more…