Had a friend launching a website who recently called me to pick my brain about getting his site into the top of the SERPS for his particular niche. The call went something like this:
Rich: “Hey, Joe, ol’ buddy ol pal, I have a new site and I need you to SEO my site.”
Me: “Are you putting together a PPC campaign?”
Rich: “No, why? I want my money to go into SEO efforts so that I get on the first page of Google.”
Me: “If you don’t do a PPC campaign first I think the money you’re going to spend on SEO is going to be a colossal waste of funds Rich.”
Rich: “What? Why? I thought you were some SEO wizard, what gives? Why do I need to spend money on ads to SEO my site? What a crock!”
Me: “Rich, SEO is torturous mistress that, like a building, takes time to erect and a wealth of patience to sustain and the expertise and experience to adjust to changes in the search engines and continual refining and readjusting to those changes.”
Rich: “Huh?”
Me: “It doesn’t happen overnight Rich. Pay per click happens overnight, not SEO.”
Rich: “I don’t follow.”
Me: “Rich, PPC is the forefather of SEO.”
Rich: “….? ”
SEO Suggestions 
What do you SAY?!