Only 1 out 7 searchers actually click on the PPC ads, while 6 out of 7 click on the Organic listings. 44% of women do not go beyond the first page of listings and 37% of men also do not go beyond the first page.
While ppc is a great way to start, the organic listings is what you should strive for. If you read Matt Cutt's from Google's blog, Content is the way to Organic rankings.
Many SEO's do not have content providers so they steer you in other directions.
In order to rank higher in the Organic listings you need to make your site an authority on what you do by supplying the searchers with semantically relevant content. You need to become a mini-library or expert on what you are selling or providing.
ContentLogic.com is one of a few content providers with the expertise needed to write content especially for the search engines.
Check out Matt Cutt's Blog:
http://google-says.blogspot.com/2006...nt-stupid.html