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There's no difference. SEO is the same. Pick right keywords and do a proper link campaign and you'll be allright. The only thing is more tolerance to webspam from Google's perspective. They work their algo to increase AdWords revenue first and foremost, so potential AdWords spenders are the target. If the topic is banned on AdWords, the spamy SEO techniques can go unpunished for a long time. Just take viagra as an example...
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