• Search Engine Watch, Wednesday, July 1, 2009 4:31 PM

How do you compete for budget for your SEO project versus PPC campaigns? Eric Enge lists several reasons why SEO is a "better investment than PPC." The most compelling, he writes, is SEO "drives more than 75% of all search traffic and PPC drives less than 25%."

Another consideration is that PPC campaigns have become increasingly competitive. He writes that more studies show the brand impact of search. Other studies show how search interacts with a variety of marketing channels. For example, someone may discover your business through a paid search ad, but buy from you offline. The result: "the windfall profit days of PPC are either gone or disappearing."

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