You can be at the top of search if you spend on pay per click. You can reach the right people on social media with sponsored ads. You’ll pay a premium for both, and be at risk of wasting budget on irrelevant clicks, people who are procrastinating, or bots, all while making no organic gains.

With organic placements in search and social, you own it, meaning every time someone clicks, it costs you nothing. You’ll be more likely to reach people with a genuine interest, who are looking to act. And momentum builds from one month to the next.