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In this presentation, I show how it should not be an either-or choice between AdWords (PPC) or organic (SEO) for your business. It really comes down to two questions: how much "real estate" do you need to occupy on a search engine results page to get the customers you need to grow your business? For some things (in the travel/hospitality industry, for example), PPC accounts for 80% of all results, whereas in others (personal branding) SEO accounts for 100% of results. Deciding which is right for you should involve looking at how Google is treating the search engine results pages (SERPs) that you want to be a part of.