SEO vs. PPC: Knowing Which Is Right for Your Website. When it comes to boosting traffic to your website, you have two basic options: pay-per-click (PPC) advertising or search engine optimization (SEO).
You can pay for traffic using the PPC advertising programs provided by Google Ads, Facebook, and others. They enable you to display ads in the sponsored results section of each search engine’s results page. Then, you pay a fee — based on how competitive your chosen keyword is — whenever a viewer clicks through from your ad to your website.
Alternatively, you can build traffic for free by achieving high rankings in the natural search results — the listings displayed next to the sponsored results. You will need to follow SEO best practices to try to get your site displayed on these pages more prominently and more often. It may take time to reach the top of the natural results, but the free, targeted traffic will probably prove to be well worth the investment.