Doing paid SEM – i.e. paying for ads on Google – is a successful marketing strategy for many small businesses, because it immediately gets you to the top of Google’s results pages. 

The problem, though, is that once you stop spending money on ads, you stop appearing at the top of page one. 

Doing organic SEO – i.e.publishing content on your website and on social media – is a slower and harder way to climb the Google rankings. 

But the advantage of organic SEO is that every time you publish blogs, videos, FAQs and other content, you’re building equity in your business, because that content can contribute to your Google ranking forever.