How do you see SEO and PPC working together to improve results?

How do you see SEO and PPC working together to improve results?

Visibility. ...
Share Keyword Data. ...
Use Best Performing PPC Ad Copy to Inform Your Organic Content Strategy. ...
Integrate E-Commerce Feeds into AdWords Results. ...
Use Site Search Data to Inform PPC Keywords. ...
Combat Negative PR.

SEO or PPC; Both the options are good but it surely depends on your wishes, resources and time etc.