Though we've already drawn the distinction between Paid and Non-Paid Search back in Part 1, let's recapitulate a few key points to jog your memory.  Paid Search refers to running Pay-Per-Click (PPC) ads or displaying Sponsored Links.  You’ve seen them, clicked on them, but maybe never really thought about them much until now.

Every time someone clicks on your PPC ad, you must pay the search engine for that click.

 The Impact of Paid Search

If you run a Google AdWords PPC campaign, then your ads will appear in the Sponsored Links section (yellow shading).  Your placement in Google's Paid Search depends on factors such as what you bid per click, your ad's quality score, the advertising competition for a given keyword, etc. 

Paid Search is an effective way to drive relevant traffic to your landing pages; however, with more of your pages ranked through SEO, you'll be able to lower your dependence on Paid Search and get the quality traffic that you're seeking from top organic positioning.  More...

Now, back to the point we made at the outset of this discussion - let's highlight the mutually beneficial relationship between SEO and Paid Search.

  Take Advantage of Paid Search

Paid Search is a very economical marketing technique IF you know how to do it properly.  Targeted traffic through Paid Search leads to more visitors who spend more time clicking and reading through your pages thereby increasing your search engine rankings. 

And optimized web pages can improve your ad's placement while at the same time lowering the amount you pay for each click.  More... 

In essence, this is SEO-Paid Search Mutualism^TM and that's why we've coined the term as such.

Unlock the full version of Step 4:  Paid Search vs. SEO to use both search marketing techniques judiciously and catalyze your business.