One-time search engine optimizations are rarely effective unless they are for a localized “niche” or non-competitive market that is tightly geo-targeted (like a chiropractor doing business in a single town). Just putting your meta-tags into the code is still considered industry best practice, but in actuality has very little influence on how search engines rank you. ..

Pay-Per-Click (PPC) search marketing and search engine optimization (SEO) are two different strategies for achieving the same result: driving targeted traffic to your website. There is a common misconception that these strategies are independent of each other, often resulting in a search engine marketer relying completely on method at the expense of the other. Each method has its advantages and disadvantages. PPC drives faster results in terms of pure traffic because you have a tremendous amount of control over everything from the placement to exactly how the search result will appear to the searcher.  ..

Not all industries are appropriate for paid search. Rather than just provide a list of optimum industries, I wanted to focus on the concept on why some industries provide a better ROI than others.
 
As a general rule, service industries typically provide the best opportunity for ROI. There are however some exceptions where eCommerce websites perform extremely well. Let’s take 2 examples:

Example of a Good choice:
One of our clients sell gourmet mushroom products. This performs extremely well. Why? Two reasons: ..