It is difficult to say definitively which approach is better for digital marketing: search engine optimisation (SEO) or pay per click advertising (PPC). Both offer benefits that can help businesses achieve their goals. SEO focuses on organic traffic, using techniques such as keyword and content optimisation, link building, and technical optimisation to boost a website's rankings in the search engine results pages (SERPs). This type of marketing has been shown to be more cost-effective in the long run since it relies solely on organic traffic that doesn't need to be paid for once it has been established.
PPC campaigns use keywords and other targeting criteria to drive high-quality visitors to a specific website. While this requires an upfront investment, the returns can often be much higher than those gained through SEO since there are no waiting periods associated with seeing results. Additionally, PPC campaigns are ideal for testing new products or services before investing heavily into SEO efforts. Ultimately, both approaches require dedication, strategy and analysis in order to succeed; it may be beneficial for businesses to utilise both SEO and PPC when formulating a digital marketing plan.