A good article on the relationship between PPC and SEO at Marketing Pilgrim talks about how PPC is impatient and SEO is a better long-term thinker. I like the analogy.
Something new PPC advertisers need to keep in mind is not to throw out SEO just because you’ve got an advertising campaign going. You have to make sure that your PPC campaigns and SEO compliment each other. If you just start buying ads and not testing them or ensuring that your landing pages are well optimized and ready to convert then you’ll end up just throwing your money down a sinkhole.
PPC is good for driving quick traffic to your web pages. But the best thing to do before you start advertising is to optimize your landing pages and make sure they convert before you spend money on clicks. If your landing pages convert with free traffic from articles, forum postings, blogs, and other free traffic-driving methods then they’ll convert from paid PPC traffic. The one thing to keep in mind is to start at the beginning.
