What Would You Do?

You can work towards both goals, obviously.

However, consider this...

Right now PPC is a "sure thing" for you. You know how much you're spending per subscriber. You know what keywords and ads work best. You know your landing page conversion rate. You know whether you're converting these subscribers to customers.

Point is, there aren't any unknowns at the moment because it's currently working for you.

But SEO...

That's a big question mark.

You could dump a ton of time and money into the getting top rankings and still not get there. And once you get there, what is your conversion rate? What is your visitor value? How many subscribers do you turn into customers?

You don't know the answer to these questions. You probably have a pretty good guess, but you can't say for sure.

So...

SEO is a question mark with a lot of unknown variables. On the other hand, you know the numbers for PPC.

Based on that, I'd focus the majority of my efforts on PPC... but I'd be doing SEO, too. Not just for that one word, but other keywords as well. Plus I'd do other advertising -- meaning I wouldn't depend on SEO or PPC for all my subscribers.

My two cents...

Becky

I think it is important to do both. Of course since you already have a proven track record with PPC don't discontinue your efforts.

However, as it has been said in other threads before, don't put all your eggs in one basket. Start developing your SEO and continue to work on your PPC the majority of your time. Soon enough SEO, if implemented accordingly, will catch up and render results.

If possible you should do both. But if you have resources for one then go with ppc, there's no point in changing a working system.

I agree wholeheartedly with what Becky said. Focus on what's working and then branch out from there. Anything else is needlessly risky in my estimation.