Free SEO might not involve spending money but it isn't the cheaper alternative. When you consider how much time you spend for onpage optimization and for link building, you don't regard it as free anymore – time is money and these free  activities have wasted you so much time that you already know how expensive 'free' can be. Nevertheless, there are cases when you just need SEO. These cases include:

• Less competitive keywords, especially long-tail keywords. For less competitive words, your investment in SEO is more likely to pay off because you don't need that much time and effort to achieve good rankings. This is especially true for long-tail keywords because even if you bid on them, you will hardly get many clicks. For long-tail keywords it is possible to rank well even without any special SEO activities – just include the long-tail keyword a couple of times on the page and it's not unlikely to get to the top of search results even without many (or even any) backlinks.

• When you are on a tight budget. The second case when SEO is not only the better but the only option is when you are on a tight budget and ideally you have all the time in the world. When your budget is too limited, you might be able to buy some cheap PPC clicks but basically 100 or 200 clicks won't make a huge difference anyway. In this case, you just invest your time in SEO and when your budget allows it, move to PPC. 

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