Even though up to 70 or 80 percent of users ignore the paid listings, the economics of the search engine business creates a lot of competition for search rankings and how users find relevant results. Using SEO marketing and best practices, you can improve your search engine rankings over time.
You can begin to create high levels of traffic and clicks from pay per click ads, but statistically you might receive 25 percent higher conversion rates on the regular, organic search results. In order to consistently generate incoming traffic, you may have to look at various search engine optimization techniques for your site. Take a baseline measurement of your site and your activities in SEO reporting before you begin making updates so you can track your success.