Debated areas in SEO

I am starting my dissertation topic and my interest area is SEO.

My main problem has been pin pointing an area of this, and finding a debate where I can set a hypothesis and draw up a conclusion.

I have been searching for a few days and the only sdebated topics that I can find are:

-SEO vs PPC (which is more effective in terms of sales)
-What is more important, Content or Links when using SEO methods


I wanted to research around the question "Does SEO prove a positive return on investment?" but im not sure this would work as it is quite a meaty area.

What are the hot topics that you may have stumbled across? I would appreciate any of your opinions on SEO

Thanks for reading.

SEO and PPC are both effective methods of garnering visitors for a website, but one method can work very well for certain circumstances, while with the other, you may encounter difficulties generating traffic in the same situation. This article explains well for when is the best to use SEO and PPC: http://www.wordstream.com/blog/ws/2010/08/19/seo-vs-ppc

Links and contents are both important. Links are for popularity while contents are for relevancy, and both factors will make your search engine optimization better if both factors are combined in when doing the SEO methods.

Other things that are debated in SEO is

Quality Links and Quantity links
On Page and Off Page Optimization which is more important?

-SEO vs PPC (which is more effective in terms of sales)
-What is more important, Content or Links when using SEO methods

There are no more important or effective thing in internet promotion, we are doing all the things to increase online visibility and traffic

As of my concern, if you could have the ability to rank the keywords in organic search for your site, then why you are in need of PPC for your site. Just you can optimize your site with good on page and off page techniques and build the site with good quality backlinks. Also you need to update you site with good, high quality, fresh content. Since search engines like Google, yahoo and bing would like to visit the site which is regularly updated with fresh contents.

debates areas heard first time in seo.

I consider SEO companies will discuss accountability. How much should they pay, how you track their performance, and such. This ROI is not as easy as we both live in a physical and digital world. If a shop wants to buy a product, I can go online first. Or even contrary vice. Anybody here have a lot to discuss. But first of all brought up with both of them be you, will. Other is not meaty enough.