So someone might ask, why would I bother with all the time and resources needed for SEO when I can just buy my way to the top with PPC? The easiest answer is that PPC can be expensive. Paying for placement at the top of a page, especially in one of a competitive industry, requires a significant budget. Curious what a certain keyword will cost you? Try using Google’s Keywords tool. SEO is much less expensive, especially for someone who has a significant number of keywords they want to use.