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The strategies that online search engine marketing resorts to are paid placement or PPC, advertising in context and paid inclusion. Although pay per click is related to one way link building, the two processes are different even if related to online search engine marketing in specific ways. According to the New York Times our term refers to paying in order to be listed in a search result.

The last but not least important method of online search engine marketing is paid inclusion. The web site owner has to pay to a SEO link building service for being indexed in search engines according to a scheme practiced by Google and several other similar web giants.