It's a daunting dilemma, especially for small companies on tight budgets. Does the paid search or the SEO campaign come first? Some SEO professionals believe you need to start with both. Jeremy Martin doesn't make the decision for marketers, but does provide information to help those interested get started.
Martin provides the basics such as testing methods through A/B testing or split testing. Paid search might return quicker results, but cost more in the long run. "With SEO the key is consistency," he writes, adding that SEO professionals need to consistently build links through blogging, directories, forums and creating quality articles to help build relevant content.