Let me be very clear about this: Google Adwords is amazing, and you need to include it as an integral piece your SEO strategy . If you’re not familiar with it, Google Adwords is the name of Google’s advertising program (you know: the ads you see above the search results). When done properly by someone keeping a sharp eye on your quality scores, it’s a great way to be at the top of the advertising results.
Having said that, it should be noted that being at the top of the PAID results is not the same thing as being at the top of the SEARCH results in general (the stuff everyone clicks below the paid results, also called Organic results).
CRITICAL POINT: It’s great to be at the top of the paid results, but THAT IS NOT THE TOP OF THE SEARCH RESULTS! With a little money and some basic knowledge of Adwords, just about anyone can get you to the top of the paid results. But only a company that really knows what they are doing can get you to the top of the organic results, and the amount of clicks you get from the top of the paid results is a drop in the bucket (literally that puny) compared to how many clicks you get when you’re at the top of the organic results. (for some great tips on how to get the search engines to love you and put you higher in the organic results, check out my short post HERE).