The importance of organic search engine marketing is often overlooked by many executives in the business world. They just don't get search or the importance of it. The thing is, is that search is a relatively new medium that is still in it's infancy. Most companies jump to PPC campaigns and over look the importance of organic search.

Here are a couple of articles that discuss the importance of organic search as written by Jody Nimetz from Enquiro.

http://www.enquiro.com/marketing-monitor/OrganicSearchWhatsInitForYou-PartOne.asp
http://www.enquiro.com/marketing-monitor/OrganicSearchWhatsInitForYou-PartTwo.asp