The desire of every Internet marketer is to achieve a high
position for a chosen keyword in the search engines. This
means that when potential customers search on a phrase
which you have targeted, they will find your website on the
first page of the results returned by any search engine.
But how easy is it to get your site on the first page of
the search engine listings?
The simple answer is that it is not simple, nor is it easy.
Most search engines use very convoluted mechanisms
(algorithms) to decide who is to appear on the top of their
listings for any given keyword. One of the most common of
these is a linking system, whereby weight is applied to
sites that have many links (backlinks) pointing to their
web site. You consider this a kind of voting system. There
are many other factors that are applied to these
algorithms, but for the sake of simplicity, think of it
purely in terms of this voting system.
Not only is it time consuming to get votes to your site,
the results are not usually apparent anytime soon. You
could wait months for your work to bear fruit. That is not
to say that you shouldn't be trying to get links, you
should. It is a good medium to long term strategy that will
deliver long term results. If you need to see results more
quickly though, perhaps you should be thinking about pay
per click advertising.
Pay per click advertising does offer some advantages over
more conventional advertising techniques. Because you have
control over your web site, you have control over who
visits it. That is the nature of the Internet and
effectively how it operates. Because of this, it is
possible to target your ads quite precisely, so that your
adverts fit specific searches that people make. Because the
ads either form part of the search results themselves, or
are discretely located on websites as Adsense ads, they are
less 'in your face' than some other online marketing
methods. Consequently, people who click on them are usually
looking for something specific and are in a good frame of
mind when they arrive (provided that you advert is on topic
of course).
If you approach it correctly, pay per click advertising can
be a very cost effective marketing strategy. With proper
testing and controls on your spending, you can find good
converting ads and then spend more money knowing that these
ads will actually bring you a good return. One reason that
many people fail at pay per click advertising is through
inexperience. They bid too much on ads that haven't been
tested to be working. Using this scenario, you could lose
your shirt, so prudence is called for, especially whilst
you are learning the ropes.
The other benefit (as alluded to previously) is the almost
instant gratification that pay per click advertising brings
to you. An ad you write can be shown on the Internet
moments after placing it, and it is possible to get
tangible results very quickly. And because of the nature of
the Internet, you suddenly have access to millions of
potential customers.
The other side of the coin of course, is to find ways to
increase your organic search presence. Maybe you should be
considering doing this at the same time as pay per click,
so that you cover all your bases. The biggest thing that
you need to do is to increase the number of links to your
website, and from as good quality websites as possible.
There are always innovative ways being developed to create
backlinks to your site, so keep your eyes open for new ways
to backlinks to increase your natural search engine
position.
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