There are both onsite and offsite methods of SEO. That which consists in changing the structure, navigation, titles and coding tags is onsite. Things like linking to other sites, internet PR and directory and portal submission are part of offsite SEO. Both serve the function of improving a pages rank in the listings of search engines in order to induce more visits to the site and thus make more money.
Pay Per Click (PPC) is also a way of improving rank, but its approach to doing so is different. It’s approach is just to charge for the rank. Often clearly distinguished in some kind of shaded or indented area, the PPC results of a search engine appear at the top of the list and are separate from the natural, or organic, results. Though the idea of PPC has been considered unworkable to some in the past, the fact that it has become a 760m per year industry has quelled such complaints.
SEO and PPC serve the same purpose, but they can be used together. They are, instead, thought to work very well in conjunction with each other. While SEO secures a high rank in the ordinary section of search results, the PPC puts the page right at the top in the paid for section.
Aside from the differences in how PPC and SEO are implemented, there is a difference in the results for the website. PPC is a way of getting a quick and easy burst of traffic to a website. It has instant gratification, but can be expensive if there is a lot of competition for the specific keyword/phrase. Also, as soon as the webmaster stops paying, the traffic it generates dries up, because it stops being listed in the position paid for.
SEO, though not so immediate in its results, tends to be cheaper, and the benefits more long lived. The traffic generated by SEO will not begin to dry up until the algorithm of the search engine has changed, or until other sites begin to overtake the page in the results. Even when it does, however, it can happen incrementally and can be counteracted by tweaking the SEO to compensate.
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