Optimizing your content for organic search is the best way to strengthen your presence on search engines and generate high quality traffic to your website. But that doesn't mean pay-per-click (PPC) doesn't have a place in an inbound marketing strategy.
PPC can be a great complement to your organic search optimization efforts to help you maximize reach. While your current customers might search for your business by name (i.e. "lindsay's bakery"), your prospective customers are probably searching for things by topic or location (i.e. "bakery boston"). How do you get those prospective customers to find and visit your website?
PPC is one way to help. And if you're thinking about incorporating PPC into your marketing strategy, you're probably thinking about using Google AdWords. Using AdWords, you can advertise your business next to relevant search results and target new audiences of potential customers.