There is a self-satisfaction to the customer journey that comes with discovery. As opposed to paid ads, which may feel intrusive, the perfect organic search results are rewarding. They feel like the result of a good line of questioning. Of course, behind the scenes, we are working hard to present the right information at the right moment. And when it works, research has demonstrated time and again that first-page, top-of-Google results have unmatched long-term value relative to paid ads. Paid ads may offer a jump start or enhance campaigns, but organic results are a north star for potential customers.