The issue with paid referral sources, whether Google AdWords or Facebook Advertising , is that the traffic only lasts as long as you feed the meter. Pull your money, and you will see an instant dip in traffic . These users are not seeking you out ; you ran across their path and they thought “Oh, cool, something I need right now!” If they have an excellent experience on your site, they may come back, but the ratio of retained visitors from paid is low in the sites we see . When you’re paying for your traffic, it is like renting. You get an immediate action, but there is no long-term buy-in from most of the visitors you get this way . With organic search, the user mindset is different . In that case, the user is looking for you , or at least what you sell/offer/publish . When they find you, if you provided an excellent experience, they often come back. If you are an unknown brand, repetitive appearances across results can start to increase brand recognition and brand loyalty . Your business will win loyal customers that ensure a future development of your business and the premises of guaranteed growth .