Google SEO and PPC: A comparison

I have started to notice earlier that here has been a gradual change in the manner that Google is conducting it SEO activities. Linking the index results with the PPC or Pay-per-click activities that clients are using is surely a good strategy but there are certain downsides that are being reported about this. I have no real experience in these things but based from what I am hearing, the use of keywords have started to look more organic. This makes searches pretty much hard to trace and identify. Now, what do you think of these thing that I am mentioning?

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Search Engine Optimization|Seo UK