Should your company have web visibility on both the Organic Results as well as Paid Sponsoring ads? Most SEO experts will say YES. Many marketers are doing a great job of winning the keywords related to their industry through Pay Per Click Campaigns. These campaigns are easy to manage, can fit exactly into your budget and are fairly measurable. However, to say that 99 out of 100 clicks take place in the organic search results is probably an underestimate (MarketingSherpa Search Engine Guide 2008). So obviously you want to rank well in the organic search - but does that mean that you completely forgo your PPC Campaign? According to recent research, a company that is listed at the top of the organic search result AND the paid ads will triple their click-thru ratio. This is based off of the idea of the "second opinion effect" where searchers see both listing and are encouraged by the fact that a website is listed in both the organic listings and the paid listings.
So imagine that you could create thousands of unique phrases that would rank well organically and on the paid search. A few years ago this was only a dream - however with an organizational blogging solution you are able to focus on organic results for many keywords. And organizational platform also multiple authors to contribute content and then can focus on specific topics or keywords. Aslo, for every way that your blogs can be found, they are roughly four times more valuable than PPC equivalents.
