Part 8 of 9 : Search Engine Pay Per Click Services

Search Engine Optimization often works for a keyword or group of keywords that are closely related.  There may be, however, a whole category of words and phrases that your site doesn’t appear under when searched.  Remember that it is tough to be all things to all people.  You will inevitably have to decide on the most important words and phrases for SEO purposes and abandon many in favor of creating a page that displays high on certain search words.  That’s where pay per click services offered by most search engines come in.

Site owners can setup an account that allows you to specify certain keywords to display a link to your site when searched.  If a person clicks on your link and goes to your page, you agree to pay the specified amount.  Clearly this can add up fast.  Often clicks cost between $0.10 and $1.00 depending on the popularity.  You are, however, allowed to specify a budget in most cases.  Monthly charges can be as little as $30 on major search engines like Google.

In addition to displaying your ad when someone searches, sites like Google also sponsor ads right on privately operated web sites.  You can display an ad for your site on a web site that has related content.  When someone clicks on your advertisement, a portion of the click cost goes to Google.  A portion also goes to the site where the ad was shown.

Google and other search sites have (like Facebook) done a good job of displaying relevant advertising to perspective clients.  They also provide methods by which to track the clicks that actually purchase or take some action on your site.  So, you can more accurately evaluate what methods and sites are providing useful leads for you and adjust your advertising campaign accordingly.

Part 7 of 9 : Search Engine Optimization (SEO)

This is the granddaddy of them all.  This is the one internet marketing avenue everyone wishes and strives to achieve.  For those of you who don’t know what SEO is, basically, it is optimizing your web page so that when people search various search engines like Google and Yahoo, they get your site.

First thing you needs to understand is how a search engine finds your page and how it evaluates it.  There is nowhere near enough manpower for a human to come to every site Google lists and take a look to figure out what it is about.  So, a computer has to perform that task (the program is called a web crawler).

Now, contrary to popular belief, computers are stupid.  They are only as smart as the programming (or instructions) given to them.  So, they cannot take a look at your page and infer what it is about from the graphics or implications on the site.  Really the only way a computer program has to determine what is on your page is to collect links and text, figure out what appears most frequent and then display it when those words are entered in a search.

So, you can see that it is very important to have the correct words appearing on your web page in order to steer people to it when those words are typed into a search engine.  The truth is, all a search engine does is display pages that have words and phrases similar to the one you typed in.

Now, there are other criteria that a search site uses to determine which pages should be displayed first.  This includes the number of hits on your page (page rank or PR to Google), how many other sites are linked to your site and some other things.

The long and the short of it is that if you have an optimized page, that displays to people when they type in related keywords, you will start getting traffic to your site without working too hard (after the initial work to get it there) and without much cost (actually any cost).  That’s why this is the holy grail of internet marketing and why companies pay handsome sums to SEO professionals to get them to the top of search engine listings.