Pay-per-click (PPC) advertising can be very effective in driving customers to your site. It’s a bit of a hybrid of inbound and outbound marketing. On the one hand, it targets customers through direct advertisements for a product—something inbound marketing frowns on—rather than relevant content. On the other hand, it’s still designed to reach people who are specifically searching for something in your field. You bid on certain keywords through Google AdWords, and your company’s ad appears on the sidebar when someone searches for those words. As such, you still need to optimize your keywords so your customers are able to find you. And to do that, you need SEO.