When it comes to the internet, there is nobody bigger then Google in terms of searching, tools, advertising, just about everything. While Google is already the dominant search engine for individuals searching from home, they are now in the process of trying to become the dominant search engine for mobile searching as well.
Pay per click and search engine optimization are two different categories falling into the huge topic of traffic generation. For your traffic generation campaign, you may choose to use them together or they can work separately.
One of the things I see lots of Internet Marketers doing is putting their full focus on Google and their search engine rankings, to the exclusion of all other search engines.
Using a good one way link provider website should be easy. Generally, you should just have to login to a good one way link site, and choose the right link package that will help at improving one way links to your site. You should be the one who chooses the links that you want. You should not need to use the links that link providers suggest to you. With a superior one way link provider website, if you find that the links that you had chosen do not prove to be effective at improving the link popularity of your site, then you should be able to change links and exchange links from over 1000 links that are offered by the one way link provider.