Can you do SEO without PPC and/or PPC without SEO or should you always do BOTH for the best result? earn by blogging adsense income

Just curious. To give a hypothetical example/scenario: Let's say Mike has a horrible e-commerce website (from an SEO standpoint that is) but a decent aesthetically looking website with a decent product that can sell. He only decides to do PPC without any SEO. Jim, on the other hand has a close to perfect, if not, perfectly SEO-optimized e-commerce website with a just as decent product that can sell and consistently monitored/kept up to date with all the changes in SEO, following best practices, etc. However unlike Mike, Jim does does not do any PPC and just does SEO. So in the long run, will Jim have more success? Should you always do both?

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