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Revenue sharing content publishers should optimize their web site using standard SEM (Search Engine Marketing) guidelines to attract more "natural" search engine traffic. This could help them to elevate higher in the natural rankings.
They might want to buy PPC (pay per click) ads for certain key phrases. These ads show up as "sponsored links" on search engine results pages. The search engines charge a fee each time someone clicks on a PPC ad. SEM can take 3-6 months to have an impact on where your site shows up on the natural rankings. PPC is a quick, but more costly, way to get at the top.