What is the difference between #SEO and #PPC and the pros and cons between each?

#SEO (Search Engine Optimization) is the practice of optimizing a website to improve its ranking in search engine results pages (#SERPs). This is achieved through a variety of tactics and strategies, such as the use of keywords, backlinks, and the creation of high-quality content. The goal of SEO is to attract organic (unpaid) traffic to a website, as opposed to paid traffic from PPC (#Pay-Per-Click) advertising.

PPC is a form of online advertising where advertisers pay a fee each time one of their ads is clicked. Google AdWords is the most popular platform for PPC advertising, and it allows advertisers to bid on specific keywords in order to display their ads in the sponsored results section of a search engine's results page.

Some pros of SEO include:

- It can attract a high volume of traffic to a website, as it targets users who are actively searching for specific products or services.
- It can be a cost-effective way to drive traffic to a website, as it relies on organic traffic rather than paid advertising.
- It can help to establish a website's credibility and authority, as high rankings in search results can be seen as a sign of a reputable and trustworthy website.

Some cons of SEO include:

- It can be a slow process, as it can take time for a website to rank highly in search results.
- It can be difficult to predict the success of an SEO campaign, as search algorithms are constantly evolving and there are many factors that can influence a website's ranking.
- It can be a competitive field, as many websites may be competing for the same keywords and high rankings.

Some pros of PPC include:

- It can drive targeted traffic to a website, as ads are only shown to users who are searching for specific keywords.
- It is a fast way to drive traffic to a website, as ads can be set up and activated within a short period of time.
- It allows for detailed tracking and measurement of the effectiveness of an advertising campaign.

Some cons of PPC include:

- It can be expensive, as advertisers pay each time one of their ads is clicked.
- It requires ongoing management and optimization in order to be effective, as ad campaigns need to be monitored and adjusted to ensure that they are delivering the desired results.
- It may not be as effective at building credibility and authority, as users may be more likely to trust organic search results over paid ads.