Search engine optimization as an internet marketing strategy is a long term proven method of increasing visibility of a website and moving it to the top of the search engine rankings by a method of actively and proactively researching keyword and search terms and incorporating them in the text of a webpage(s), in article marketing and in the meta tags, part of the header coding from which a webpage is created.
However, pay per click advertizing using Google Adwords for instance or paying for banner advertizing on a more established website, forum or blog is a guaranteed and proven method of driving targeted traffic to your website.
Web consumers or surfers click on your advertisement in the knowledge they are going to be redirected to a website or market place which has what they are looking for, either a service, product or advice.
Driving targeted traffic to a website is just one element of an overall internet marketing strategy which can be utilized to drive traffic, while at the same time increasing the profile of a website and increasing awareness of a market brand or lifestyle.
Pay per click is an ideal, effective and efficient method of driving high numbers in a short time to a targeted website, much like regular advertizing in the press or magazine media drives potential customers to a sale or product launch event in a real word store.