PPC and SEO in Google

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I'm sure you've noticed that there is a practice with the results of Google Pay Per Click effort as a way to do their SEO services for customers. I'm pretty sure that these tactics are not considered immoral by many, because it is Google itself, which has been used. There are signs that, instead of appearing as organic search results, it was a fact that most of the coverage is full of research, as indicated on the areas of sponsored research. Do you agree with this? What’s your stand on this? Care to share some? Thank you very much, people.