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When it comes to search engines, you have two options:
1 - Natural or Organic promotion which consists of getting your site to rank well in the natural or unpaid search results or
2 - Paid promotion which for the most part consists of Pay Per Click (AdWords, Overture etc)
Naturak optimization takes a lot of time and effort but is the most cost effective. PPC will get you the fastest results but can be very expensive.
The best fit for you / your business depends on your business model (what are you selling, what is your profit margin), and your budget.
I hope that helps.
Jeff
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