Organic vs. Paid which is the best route?

I have been re-reading a text Conversion Optimization by Khalid Saleh and Ayat Shukairy *ill link the book at the end of the blog for those who are interested in purchasing it, I find the most interesting is organic search vs. paid search. Which is the best route to go? For those who do not know what the difference between organic and paid I will break it down. In organic search's that is go to be web pages the closest to the users queries based on relevance. Paid searches are websites owners are paid to display their websites on certain "keywords" the question is what is the best way to go. My research has discovered that organic search is the better way to go as it will be the most relevant to what you are looking for. People tend to end up going with organic to as it is the first thing that pops on on the search engine. This does not rule out paid searches, it is on how you display and sell yourself, to show what you are looking for and that goes into persona's which is another topic. Here is the amazon link for the book if you are interested in finding out more about organic vs. paid