It’s a well covered topic and we on the panel all agreed that an “either/or†argument was too cliché. Let me suggest there are 3 fundamental things that form the basis of any PPC + SEO discussion: 1. Everyone should be building search engine friendly websites and, as their resources allow, doing SEO in its proper form (content development, research, link building, etc.) 2. Most businesses will find paid search to be a profitable way to acquire customers, because of the high degree of intent from searchers and the ability to target, value and satisfy that intent on a granular basis. A simple pilot to measure incremental profit from the channel will tell you. 3. Having an organic listing when you have a paid list is probably a good thing. Having a paid listing when you have an organic listing may be a good thing. Your mileage may vary and there are ways to test and measure if you don’t trust people who have done it before.