The World Wide Web, though it may seem easy to become tangled up in at times, is actually a carefully crafted and well organized chain of linked information. Many websites on the Internet work as a cohesive unit, meaning that they have means and methods of having the visitors of one site end up visiting the other. These websites often come to these sort of arrangements because of some type of monetary deal. In many cases, a website will host an ad with a link to another website and each time a visitor clicks on that ad, the website hosting that ad will be paid by the advertised website. This is known as pay per click advertising, or PPC. A PPC advertising company will often work with websites on strategies to make their ads as appealing as possible to visitors of their sites so that they can maximize their number of clicks.

Each day on the Internet, there are over 27 million pieces of online content shared. Because of how vast the amount of online content being shared daily is, a PPC advertising company must carefully strategize the best ways to stand out amongst the abundance of content. One way in which a PPC advertising company can help their client stand out is to suggest they make their content be as unique as possible. If the website is a business, one strategy may be to create custom content. Statistically, this has proven to be successful as 61 percent of consumers have shown to be more likely to make a purchase when a business offers custom content. Some of the basic fundamentals of PPC advertising are still the most effective though, as it is often suggested that the anchor text, or the text of a link, should be the name of the promoted website one out of every five times.

Another factor that must be taken into consideration by a PPC advertising company when helping a client is how well ranked the client is on search engine results. If the client needs a boost in the search engine results rankings, they or the PPC advertising company may enlist the help of an SEO reseller program. Companies that resell SEO services offer campaigns that help clients gain the best rankings on search engine results through strategic search engine optimization. Many Internet users have realized that when they perform a search, the top results on the first page are always paid ads that have bought their spot. This has shown not to appeal to most Internet users, as 70 to 80 percent of them will ignore these ads and only seek to visit the organic results. Because of this statistic, Seo programs will often work to create content with important keywords so that they naturally rank higher on a search result. In fact, content creation is used by over three quarters of marketers who have strategic SEO campaigns.