For the most part, your average SEO will generally shun PPC or Pay Per Click marketing. I think half of the reason is that they don’t like lining the pockets of Google and the other half is that they either don’t know how to use it effectively or genuinely believe that pure organic traffic is the way forward. This is true to some extent, but there is a proven percentage of search engine users who look towards the sponsored results first, as opposed to the organic, so it’s not worth disregarding completely.
Using a combination of keyword research software and ppc software, SEO’s are able to determine which keywords and phrases to target for their SEO campaign in order to bring in the most results. Well, that isn’t strictly true as the keywords that bring in the most traffic may not always be so feasible to target. Keyword research is a way of generating keyword lists that balance both traffic and feasibility. It’s all about finding phrases that are high in traffic and low in competition. This applies for both organic SEO and PPC marketing. Lower competition phrases leads to lower click prices which is obviously most beneficial to the buyer.