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Why consider SEO for the long term?

90% of SEO spend globally is on AdWords (PPC), and only 10% spent on organic search results (SEO). AdWords are the small ads that appear on the right side of your Google search results. One of the benefits of AdWords is that you only pay for people who actually click through on your ad. So it's easy to understand why this is an attractive option for companies. AdWords provides a feeling of control and economy.
However, this focus on AdWords seems out of proportion when you consider that only 10% of search traffic is generated by AdWords while 90% comes from organic search. That means 90% of Web users never click on paid links—they click on Google’s organic search results.

So if you rely on AdWords too much, you are effectively turning your back on 90% of the Web traffic.