A "Google heat-map" recently published by researchers from EyeTools Ltd, tracking the eye-movements of users on the Google search screen, showed clearly that a website which wants to be seen, needs to be in the top left, upper part of the screen, well "above the fold".
This "hot spot" is occupied by SEO (Search Engine Optimization, organic) search engine results as well as PPC (Pay Per Click, sponsored link) ads.
To get into that top left hot spot, a combination of PPC+SEO is advised, as the methods are complementary;
The ROI is also distinct; whole ROI for a PPC project is generally less then 2-3 months, ROI for an SEO project is in the range of 1-2 years..
For fast roll-out projects a combination of PPC and SEO is advised; this will ensure short-term as well as long-term ROI.
Added benefit of a PPC campaign is its excellent feedback on converting (leads & sales generating) keywords, which input is very useful for an SEO project.
Concluding: to get the best of both worlds we advice to use a PPC plan at onset (while developing and implementing the SEO plan), and as soon as the organic SEO rankings have taken effect, out-phase the PPC Plan.
For more information, please contact:
Email: GES.Servicedesk@
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