Search results are complex and diverse and each of these areas offers an opportunity for keen-eyed search marketers. VersatilityAs we covered in our review of the search landscape, organic search results are highly varied and versatile. 80/20 ruleWith modern CMS platforms, SEO is simplified, and you can often generate 80% of the possible SEO results with only 20% of the work. The third option: SEO and PPCIn most cases, the right approach will not be either SEO or PPC. The benefits of running SEO and PPC together include:Keyword and conversion data from PPC can be fed into organic search (SEO).