Name	SEO	PPC
Time Needed to Take Effect	Typically 3-6 months are needed for SEO work to materialize benefits	Near-instant - as long as it takes to setup your PPC campaign and acquire clicks
Relative Costs	In the short term, SEO work typically requires more cash than PPC. In the long run (beyond 6 months), SEO is typically less expensive.	In the short term, PPC is usually less expensive than SEO. However, the cost of SEO begins to fall while the cost of PPC remains steady. After a few months of advertising, PPC is typically more expensive.
Ongoing Effort Required?	Definitely - in order to be successful long-term, an SEO strategy must embrace ongoing effort.	Typically, but not as much as SEO. Unless new advertising concepts are constantly being introduced, PPC requires less effort over time.
Potential Click Volume (% of searches)	If you obtain #1 ranking on a particular keyword, 30-50% of the people searching will click on your listing.	Generally, about 2% of the people searching will click on a paid advertisement.
Scalability	Possible, but expensive. SEO works best when it's one piece of content at a time, one link at a time. In order to achieve any real scale, you need a large team.	Easy - Provided you have the ad budget, you can have advertisements running on hundreds of thousands of keywords in short order.