As paid search marketing gets more popular, some people ask us why should they bother to do search engine optimization? The answer is simple: They compliment each other, not do the same thing although it may appear they do.

For one, optimization will get your website covered for keyword phrases that are very relevant to a searcher and you would not buy. For example, 'mountain resort spa golf skiing hiking Canada' is a search an avid outdoors person would make, to find a condo that would accommodate his/her activities. Google that and you will find little on the paid side that would be a fit. However, on the natural or unpaid side, websites that meet this criteria are much closer. And if they match, you can be sure it will get clicked because the searcher is looking exactly for that.

Another reason is that many search engine users don't look at or click on paid search listings. That's one of the reasons natural or unpaid listings get 3-4 times more click thru. Also natural listings have more credibility because users know they aren't bought.

These aren't the only reasons nor is this a reason to not use paid search. Besides getting visibility for the keyword you choose, some people actually prefer clicking on the paid side as they feel that the ad is more relevant!

To us, it's a simple case of providing search results to your audience whichever way appeals to them the most. The additional cost to the client is minimal and the results will be much better.