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Paid promotions, email marketing, marketing automation are not free and in fact it can be very costly. But organic traffic is literally free of cost.
A good SEO is heavily dependant on the content, and since you know your products and services, it is not that difficult to write good content for the website. A good content is half battle won.
Paid campaigns are short lived and deliver results in a short time but search engine optimization takes time but provides long term benefits at a lower cost.
With tools like Google Webmasters and Google Analytics, we can measure the success of our SEO. We can find out which keywords are performing and which are not and accordingly we can change our strategy.