The 5% I’m not totally agree is about the Google ADwords, by experience…
You can pay Google to have a good ranking, but another concurrent company, or a concurrent project can pay too. So, the first place isn’t guaranted
And what about adblockers…
In place to pay Google to be in the first page, I think it’s better to make a good SEO tactic for any search engine to put NethServer in the first page, and if really good, in first places.
You can act that you can do both ( good SEO first and Google Adwords )