Despite what the title may first imply (and many of those who know me think), It does make me laugh a bit when I see someone paying for PPC for phrases that they could easily do well in organic search results for - with just a bit of SEO work.  And it makes me cry when the site owner is someone I know and that I have given free SEO advice to! I do not believe that Pay Per Click advertising is directly opposed to using Search Engine Optimization.