The days are gone when websites could gain ranking by paying today, the best ranked websites are those that get found organically. This means that they are not paying for ranking through things like ads but rather are getting ranked by doing SEO and other things that make their websites visible to users. The reason why they rank better is because Google rewards them they have followed certain stated algorithms and for that they are moved closer and closer to the first page of search results.
Organic search is not just great for Google domination it is good for your business because it is cheap. If you have ever run an ad campaign online you know how expensive it is. You have to pay for every lead you get Pay per Click literally means that for every click a user makes on your link you have to pay. The moment you stop paying you dont get any leads. This makes organic search a much cheaper option for your business.
Organic search also lasts a lot longer than paid searches. As we have just mentioned, the moment you stop paying for ads you stop getting leads. Organic search is different because the ranking effects will last a lot longer. SEO that you do today could still be bringing you results 5 or more years later.
All these things tell you that you should be focusing on improving your organic search mainly through SEO and also making sure that you are at the top of local searches. You will not only save your business a lot of money, you will also have ranking that is hard to unseat. Remember, the longer you do SEO the better you make your brand stronger and stronger through Google domination. It is true that it may cost you more but the fact remains that the benefits far outweigh the amount of money you will spend.