Very nice article!

Of course the processes and time required to achieve organic rankings are considerable and challenging and will need a high level of expertise. A campaign to achieve good rankings will have a cost to get there and to sustain it in the longer term. The point is that whatever that cost may be it will be a lot cheaper than maintaining an AdWords campaign ongoing, and be hugely cheaper and more effective than the newsprint options.

Zofia Grabowska

But my point is that achieving strong foundations is one of the most important steps in an organic campaign. Once you have these in place, you will still need to work hard to retain high rankings, but the annual cost is lower in the long term compared to traditional types of media.

Running an advert in the Telegraph each week is ridiculously expensive, and for what? An unaccountable, unmeasurable form of advertising that achieves nothing when it’s lining the rubbish bin the next day.

Natural ranking on major search engines is a long and tiresome process which requires a thought out strategy and MOST of all patience. Organic search is a real puzzle, which needs to be pieced together over months of hard work. Unfortunately just gaining an initial position will not lead to long-term visibility – anyone who believes that, probably also thinks that social networking is a form of speed dating!