Search engine positioning falls into two categories:
• positioning as a result of optimization
This area is covered in search engine optimization and involves optimization of the website combined with submissions and link buildings.
• pay for placement
Nearly all major search engines and directories have pay for listings which appear at the top of search results or as in Google AdWords, down the right hand side of the search results. To have your site listed there is a joining fee and you then pay every time someone clicks on their advertisement. The cost per click can be anywhere between 10p and £10 depending on the the competition and demand for your chosen keywords.
Positioning in Competitive Markets
In highly competitive markets, successful search engine optimization provides huge cost savings and longevity in comparison to ‘pay per click’ campaigns.
However, with proper analysis of website rankings and traffic, ‘pay per click’ can work very well alongside an optimised website attracting traffic for the those terms that the site does not rank high for, and if specific to your product or service.