RonnieG - 11:50 pm on Dec 29, 2006 (gmt 0)

#1 in PPC lasts only as long as you keep on paying.

True, but you can often get to #1 in PPC within a couple of days, while getting to #1-#4 in organic can take weeks, months, years or never, time that could be used to generate business from an effective PPC campaign.

#1 in organic can last a long time after a site is tweaked.

Or, as we have seen many times, #1 organic can go away overnight and never come back.

#1 in organic will (usually) mean good listings on other sites with organic listings without extra payment.

Perhaps, but web page tuning for multiple search engines can also be a compromise, with good positions in one, and not so good in others.