In the ever-evolving world of search engine marketing, organic search still prevails as the great equalizer.  With thoughtful keyword management, search-centric content creation and tagging; a search friendly infrastructure and an ongoing strategy to adapt and evolve to manage rankings, David can seem like Goliath in the page rankings.  Knowing that the majority of click-throughs and conversions come from organic search listings versus paid truly enable you to outsmart instead of outspend the competition.  A gap does currently exist, however, during the time it takes for search engine crawlers to discover something new that you’ve posted and optimized.  Sometimes it’s not a big deal.  In the case of a major event such as a product launch, it’s a very big deal.  If the product launch isn’t accompanied by a major promotional investment, it can be a very, very big deal.  A strategic investment in paid search can be a great bridge to accompany a product launch to establish online presence and credibility until the algorithms of the search engines take over.  And, the keywords associated with a new product can sometimes be exceptionally affordable.  So, build that bridge.