BtoBOnline.com offers an overview of the disparity between spending on paid search and organic search - $3.34 billion and $492 million respectively (research from SEMPO).

"Marketers are also realizing that they aren't reaching everyone unless they own both the paid and organic listings. Google searchers click on organic results 72% of the time, while 60% of all clicks on Yahoo! originate on the organic side."

I may be biased, but organic SEO brings a much lower cost per lead than PPC alone. That said, the best strategy for BtoB search marketing in many cases, is a combination of paid search and organic site optimization. A combined strategy maximizes visibility while lowering overall search marketing costs.

Tags: search engine optimization, SEO, paid search, PPC, SEO blog