Suppose
you've been using pay per click advertising and also using SEO to boost
your rankings and traffic. Once you start ranking organically, do you
still need to invest in the paid advertising? The answer is a resounding "Yes!".
1. Statistics prove that if you rank on the same keywords for both paid and organic search, you can expect far better results than using either strategy alone. You are likely to see traffic increases in both.
2. Even if your SEO has gotten you on the first page of Google - the most you will rank on that page is 2 times. With paid search, you can add another reference on that first page - thus pushing someone else off and highlighting your offering even more.
3. Organic search results change all the time (Google averages a change to their algorithm daily) and so SEO is an evolving and sometimes reactive endeavor. With pay-per-click, it is easier to remain visible even when organic rankings change.
4. With organic search, it is the search engine that determines what titles, description, or content is displayed in the results set. You retain control of your message by using paid search.
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