Optimize Search Engine Ranking

adword locations to pay to the optimization of the organic search results?
I am the owner of a website for small firms. Unfortunately, the man who built the view was not much time to think about Search Engine Optimization. The view is not visible anywhere in range of search engines popular. I have two options to invest the money on organic SEO to improve the classification result of the search or opt for the placement of paid advertisements. For immediate traffic results faster that way should I go?
Use a combination. Do not get stuck to one idea. Affiliate programs articles, directories, blogs, etc. ..
Introduction To Search Engine Competition