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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 5. Top organic position: It’s not enough

One topic that continues to capture the attention of both in-house search engine marketers and those at agencies is the question of whether organic rankings can replace paid-placement rankings. Weaning oneself of PPC search listings when top organic listings have been achieved seems like a no-brainer. However, in this truth, I’ll illustrate how pulling your PPC ads after achieving high organic position might, in fact, be a very bad idea.

Many SEO practitioners share a pitch that, with their help, you, the marketer, will be able to achieve top organic position for your favorite (or most valued) keywords and kick the PPC search habit forever. It sounds very tempting, and getting top organic ...

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