The Dallas Business Journal recently ran a story on one of our clients, Wasp Barcode Technologies, describing how they went from spending enormous amounts of money on PPC (AdWords) to focusing more on traditional SEO and link building. The strategy paid off — Wasp spent less and got better results. Their web traffic grew by 60%, topping 600,000 visits while they were able to cut external spending by 13% in the process.
Additional details of the case study can be found in a new post I have authored at Search Engine Guide. I also add the opinion that you should lay your foundation of your search marketing strategy with with SEO, link building and maybe even some social media marketing, before jumping on the PPC bandwagon.