To Choose SEO or PPC When you need to drive the traffic to your website, there are 2 alternatives to select from. These are Search Engine Optimisation (SEO) and Pay Per Click (PPC). Traffic to a website implies business here. Let’s understand these two options in brief. SEO SEO is a strategy used to improve the traffic to your website. How do they do it? High rankings need to be obtained in the natural search results displayed on a search engine result page (SERP) like Google, Yahoo, Microsoft Bing etc. These rankings are determined by the algorithm used by these search engines that check the website’s relevancy in the internet space.