Hi Guys
Organic listings are key, you don't have to pay.
Adwords are o.k as a short term boost, you can switch on and off at will but they are expensive .
It's a bit like buliding a CC business and never getting a repeat customer or recommendation, you will always be looking for new customers.
As some of you know I have over 120 sites and lots of high ranking ones, so I do know a bit about this.
Cheers
doug