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Back in the day, SEO was as easy as shooting fish in a barrel. Then the competition came...

Then PPC showed up and owning PPC was as easy as shooting fish in a barrel. Then the competition came...

Then Google local gobbled up SERP real estate and then Google hard coded many long tail SERPs to give national classified sites 4 of the top 5 spots.

Today, we're left with a maturing search market where the winning game uses a blend of PPC and SEO. What I like about PPC is that it's an auction based system, so this sets up ACV (Actual Cash Value, aka Fair Market Value) for the price of a web visitor.  From this foundation, a strategic SEO'er (with a business mind) will review the PPC battlefront and deploy SEO campaigns focused at high value PPC campaigns with an aim to reduce PPC spending or increase the campaign theme's ROI.  This strategic process complements Google's quality Score system and should result in lower PPC costs.

In Other Words...

If your spending $5 a PPC visitor, Your SEO's traffic has that value*.

*keyword to keyword