A popular method for businesses to get listed on search engines is through pay-per-click, also called PPC.
This advertising technique allows a company to have their name show up when a certain keyword is entered. In exchange, the advertiser only has to pay when their listing is clicked on. In a general search engine, the ads are usually listed separately from the rest of the search results. They are either placed at the top or to the right. This method is also available for specialized search engine sites and even content-based websites. There are two basic ways for a business to purchase a PPC spot, flat rate or bid-based. The flat rate approach lets the company pay a single amount for a particular position in the listings based on one or more keywords. With a bid-based approach, advertisers bid for the top spot and the keywords most likely to draw paying customers. This system has the added advantage of providing an incentive for the ad provider to help get people to click on the ad. It can also be abused. This is why the major search engines use software to spot suspicious clicks.