Pay Per Click pays off.
"Just Google it!" If you need directions, just Google it! If you need a phone number, just Google it! Google is a proper noun, a verb, and currently the first source of information on most everything for most anyone.
Search engines base their results (what pops up once you've entered what you're searching for) on website content, keywords and structure. "Organic" search results are free and based upon complex formulas created by the search engine in question. The only problem is, most people will only look at the first few links for the info they need. The further down the list of results a site appears, the less likely it will be seen. But Search Engine Marketing (SEM) offers ways to improve your company's chances of getting that oh-so-valuable click.
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