The value of being in the number one position in the organic search for particular keywords can be compared to the price paid to be in the number one position in the paid search. Basically it's worth investing in SEO to get your site up to the number one position if the investment is less than the cost of paying to be in the number one position with an Adwords ad. Except for one thing. A lot of people would rather click on the number one organic result rather than the number on Adwords ad since the organic one is probably more relevant.
Cheers,
Evan
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