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How do I know if I should engage in PPC or Search Engine Optimization (SEO)?

You should consider both. SEO is a medium to long-term initiative that often takes more than 6 months to deliver results. A Pay Per Click campaign can be up and running in a matter of days plus it can be updated frequently for better results. The combination of PPC and SEO will allow your business to benefit from immediate increase in traffic while your SEO rankings start to improve.