Pay Per Click (PPC) search engines are different from regular search engines.
To make things easier to understand, you can compare PPC search engines with
auctions. Like in any auction, the highest bidder get the buy, in PPC the
highest bidder will be ranked # 1. But this is where PPC gets better then
auction - as in regular auction the second highest bidder does not get the buy,
while in PPC, the second highest bidder is ranked # 2 and third highest bidder
is ranked # 3 and so on.
There are many PPC search engines. Both Yahoo & Google have their adverting programs that supports Pay Per Click marketing method.
If you want your site to be ranked as a PPC partner - all you need is the keyword you want your site to be ranked and $$$ in your bank account. While to get your site ranked within organic search results, there are many things that are required besides lots of hard work.
Ok, so it seems like PPC search engines are easy to be ranked on - then why we do need some SEO consultant, why can't we just use some PPC search engine and take care of things ourselves?
At a first glance these PPC search engines seems wonderful - however average John Doe prefers regular search engines when compared to PPC search engines and this is seen by the search engine popularity. Anyone can buy out ranking at these PPC search engines - or in other words, generally big companies can easily beat small companies and have a advantage over them - because of these and many other reasons, generally people prefer regular search engine over a PPC search engine.
Also, on a long run, PPC search engine campaign can prove very expensive when compared to SEO consultancy. For example, current rate (May 18, 2007) for Cost Per Click rate at Google Adwords for below key phrases is as: