While both marketing strategies are focused on increasing website visiblity, they have different methods of achievieng that goal. SEO focuses on obtaining web traffic organically. Organic results are often seen as more credible since they are not paid listings. There is no cost for each click however, businesses must invest in the optimization process which takes time to see results – largely because it takes search engines time to crawl, index and evaluate the content on a given website – in addition to identifying what other sites are referencing it for content. The reward from successful SEO is often long lasting. In contrast, PPC is pay-to-play where businesses pay every time someone clicks on your PPC advertisement. PPC provides almost-instant results. However, results are short lived and are turned off as soon as budget is removed.