What's the difference between Search Engine Optimization and Pay-Per-Click methods?
Search engine optimization is a long, carefully planned and executed method for generating more visits to a website. It involves maximizing your website's structure, content, code, and links. When done properly, various pages within a website bubble up to the top of the search engine results pages (frequently called "SERPs"). Ideally a top 10 placement will be achieved.
Pay-Per-Click Advertising (frequently called "PPC") is a form of marketing that involves paying for each visitor to your site. It typically begins at about 10 cents per visitor but can go up to several dollars. This gets visitors to a website instantly, not over time as in optimization.
The two most popular PPC methods involve placing ads with Google's Adword program and Yahoo! Search Marketing. A third popular one is Bing. In the long run, when search engine optimization is done properly it is much cheaper and can be more effective, although these two approaches can be used together as part of a larger marketing campaign.