I also disagree with the statement that PPC are only fraudulent. PPC makes the difference between "making a living and just barely living."
Lots of fraud yes, but there is no better way yet to get interested people to the site consistently. Say you rank #1 in the SERP's for 4 major keywords. That's great, but what about the other 150 words people are looking under? Business lost.
I don't advertise on the SERP's that I have good rank on, only on those I don't.
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