At the TED Conference in 1998 Jeffrey Brewer introduced a pay-per-click search engine proof-of-concept. Within the next 2 years both Google and Yahoo had obtained the system and now almost every search engine also uses this template. There are 2 different types of PPC, or pay-per-click formats. One format is Flat-rate PPC, and the other is Bid-based PPC.

In a flat rate PPC, the advertiser and publisher mutually agree on the amount of money to be paid for each click. This negotiable rate is determined by the CPC, “Cost Per Click”. The CPC is a calculation based on different areas and aspects of the website such as, the content on the page. Content that has a large amount of valuable visitors will have an overall higher rate. The downfall of the PPC form of advertisement is that once you stop paying for the service, your benefits are over.

As opposed to Pay-Per-Click forms of advertisement, there is also Search Engine Optimization. Search Engine Optimization, or SEO, is technique used to elevate a website through the ranks in SERPs, or Search Engine Results Pages. Because Google runs on a “Natural” or “Organic” algorithm that determines their results, specific features and guidelines must be applied in order to gain an increasing number of visitors to your site.

With SEO you achieve increasingly better placement, and more visitors, almost immediately. The traffic comes continually, and the effects are long term and long lasting. Without SEO, your website may not be ranking high due to lack of keywords, or it may be too difficult for your target customers to find you and your product. Even after you are finished with SEO servicing, the work is already done and the benefits continue for a long time.