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A question that's always asked is whether a business should invest in SEO, PPC, or both. It's the age-old SEO vs. PPC debate.

In an ideal world, a business should balance multiple marketing channels to avoid a reliance on any single source of traffic (and conversions). But, especially for smaller businesses, budget is often a challenge, and resources must be allocated efficiently. Funds aren't endless.

Even in this instance, it's essential to balance a long-term SEO strategy with a small but targeted PPC campaign.

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