When it comes to drawing user traffic to your business’ website, you can go about it either through search engine optimization (SEO) or pay-per-click (PPC) advertising. 

You can boost traffic to your website for free by getting high rankings in the organic search results. For this, you need to follow SEO best practices. The process may take some time, but the free, targeted traffic definitely proves worthy of your investment.

On the other hand, you can pay to get traffic to your website by using PPC advertising offered by Google Adwords, Yahoo Search Marketing, or any other search engine. These programs allow you to display your ads in the sponsored ad section of each SERPs. You pay a fee on the basis of the competitiveness of your target keyword whenever a user clicks on your ad and visits your website.

But often business owners wonder which of the two is a better option. It all depends on your goals and marketing budget. If earning fast traffic is your goal and you are also ready to pay for it, then you should go for PPC advertising. However, if you have a shoestring budget, then it makes more sense to go the organic way through SEO.

So, to choose the best marketing approach, you should ask yourself the following questions:

1. How small or big is your advertising budget?

2. What is the average cost-per-click (CPC) in your niche?

3. How competitive are your target keywords to SERP rankings?

When you answer these three questions, you will be better equipped with the knowledge to make a smart choice.

But, as far as possible, you should use both SEO and PPC in tandem because they aid each other. Both approaches work great in pushing your website ranking up. So it would be ideal to incorporate both in your digital marketing strategy.