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Should I do paid search if I already rank first for SEO?

As research shows, best results are achieved when both SEO and Paid Search strategies are pursued. Almost 90% of traffic generated by paid search is not replaced by organic clicks if paid search ads don't run. Aside from the benefit of incremental traffic, Paid Search allows directing users to custom landing pages, displaying custom ad text and defending your brand against competitor paid search advertisers.
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Should I do paid search if I already rank first for SEO?
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