Small business owners don't have the luxury of being wrong. They live close to the edge, and rainy-day financing is hard to come by. For these reasons, small businesses need to be guided by statistics and analytics. They need to avoid wasting time in controversial discussions that have no end. PPC allows customers to secure new business rapidly. Trust will develop over time, and new products can then be proposed. As the cost-per-lead of PPC advertising becomes too high, the discussion of long-term SEO and content marketing should start. SEO is a very popular migration path from PPC, and 93 percent of marketers plan to use content marketing in 2014. It is optimal to run both strategies simultaneously as algorithm changes can be highly disruptive to SEO progress. But for the patient customer, SEO will have rich rewards as the cost-per-lead is widely recognized as the best available. Whereas SEO used to mean link building, it doesn't anymore. 92 percent of marketers believe that content creation is either "very" or "somewhat" effective for SEO in 2014. Get the full story at Search Engine Land