In many organizations, there are a few misconceptions about SEO and how it can affect an organization’s overall e-marketing strategies. Many organizations try to sell SEO as a marketing means to generate free sales and bring down the companies overall e-CPA. while that may be true in some cases, the way top executives go about understanding the benefits of SEO is often wrong. The notion that SEO will save you cost on your PPC campaigns is simply not true. Sure, you can stop your PPC altogether and bank everything on SEO, but if the past is a good indication, many companies will fail miserably with this strategy as many have in the past. SEO does not replace PPC people. But you already knew that!