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SEO is long term strategy, while PPC gives immidiate results. In PPC, you stop getting any traffic the moment you stop paying. But if you do SEO right, you can have long lasting results. So, SEO is bigger than PPC in the long haul if you execute it right! Ideally …
You start keyword research by thinking of your main or seed keywords. Then you can use various SEO tools such as Google Keyword planner, Ahrefs, SEMrush, Keyword Everywhere, Ubersuggest to find and refine keywords.
The End.