SEO vs. PPC: When Should You Invest in Each?

The search engine optimization versus pay per click debate has raged ever since AdWords became a particularly impressive performer in the field of search marketing. In the wake of recent changes in how Google ranks websites — most notably via the Penguin and Panda updates — it’s as if someone stoked the fires by adding some more fuel. I see a lot of people arguing that PPC is the future of search marketing and that it can be much more profitable (and less risky and cumbersome) than SEO. According to at least a few fervent souls, the ground beneath SEO is shaking.

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