Optimization Versus Paid Advertising
Paid search advertising offers companies an excellent solution to drive traffic to their websites almost immediately. From the short term approach, pay per click presents a smart way to cover a gap between campaign launch and achieving desired rankings results. The long term approach suggests pay per click as an alternative in situations when a website shows a poor performance in the search results in general. However, once you stop paying for the positions, the traffic stops.

Search engine optimization is a fundamental part of internet marketing mix. It requires constant updating and continuous attention of the website content for solid, long-term effective results.

Therefore, if you use paid search advertising and search engine optimization together as an integrated strategy, you have an excellent chance to reach the greatest number of online users.