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With search-engine optimization (SEO), your goal is to rank

for free within the organic search results for target keywords
related to your Web site. In contrast, with pay-per-click
(PPC) your goal is to pay for placement by competing with
other advertisers for ranking within the sponsored results
section of search results. There is no charge when someone
clicks your organic listing, but you are charged every time
someone clicks your PPC listing. PPC listings are typically
designated as sponsored listings and appear above and to
the right of the organic results.
Regardless of your SEO success you should also use PPC as
a primary method to promote your Web site. In fact,
research suggests that having both a high-sponsored and
high-organic ranking greatly increases the credibility of your
Web site and, therefore, increases the traffic to your Web
site. If you think of the search results page as a piece of real
estate, a powerful strategy is to get your Web site onto that
piece of property as many times as you can.

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