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Why not both?
PPC is an “instant gratification” method. What I mean by that, if you do it right, you’ll start seeing sales after a couple of days of launching the ads.
SEO and organic is a longer term process, but also with longer term results. You stop advertising via PPC and the traffic stops.. With SEO, whatever you’re doing now, will live on virtually forever.
Ideally: do both., otherwise: If you’re patient, do organic. If you want results now, go PPC.
