|
Getting
people to your
web site by the
search engines
by Jason
Baird
Having a good
profession
design on a web
site that has
the type of
information or
functionality
your clients
want is a good
start, but only
the beginning of
a successful
site.
Now you need to
get people to
your web site.
One way to do it
is by the search
engines. These
people are
looking for your
services on
Google, but they
don't know that
they are looking
specifically for
your company.
Search engine
marketing can
help get those
people to your
web site.
Search engine
optimization
versus Pay Per
Click or SEO vs.
PPC
Search engine
optimization(SEO)
is a process
whereby you pay
a web company to
make your web
site more
interesting to
the search
engines for
certain
particular
keywords. The
search engines'
jobs are to give
the web sites
that are the
best match for
certain specific
keywords. The
web site
development guys
use tricks and
plain old elbow
grease and
creative juices
to make your
site look more
like a match to
the search
engines for the
keywords you are
interested in.
SEO Advantages
1.It is less
expensive in the
long
run.(theoretically).
2.Some users
know which parts
of a search
engine show paid
results versus
natural results
and don't click
on paid results
3. Residual
effect. You keep
coming up for a
certain amount
of time even if
you have to
temporarily stop
paying to keep
the web site
optimized.
4. SEO can
actually help
your PPC
campaign by
helping you get
higher in the
search engines
for less money.
It is a complex
relationship,
but true
SEO
Disadvantages
1. It may take 6
months to start
seeing results.
2. You cannot
change ads that
the users click
on frequently or
get out new
products
quickly. Takes
longer to go
after new
keywords.
Pay Per
Click(PPC) is a
process whereby
you hire a web
development
company to
create ads, work
on keywords and
bid for keywords
in search
engines. You are
basically
bidding on
keywords and
everytime
someone clicks
to go to your
web site, you
are charged for
that click
through to your
web site.
You still want
to hire someone
to do this for
you since it is
still
complicated and
you don't know
what you don't
know. A
professional who
understands the
PPC world can
ask you the
right questions
to get your PPC
campaign set up
for the most
effective
results for the
least money. I
won't go into
all the details
here, but it is
not a job for
someone who
doesn't know PPC.
PPC Advantages
1. The results
are almost
immediate. You
can go from zero
to lots of
traffic to your
web site in
several days
time.
2. Flexibility
in what your ads
say or what
keywords you go
after. You can
experiment with
different ads to
go after
different
segments of the
market or try
and see what
works. You can
advertise new
services or
products and see
the results
immediately. You
can turn on a
dime. You can
make results
appear or
disappear at
will.
PPC
Disadvantages
1. Can cost more
than SEO. You
run on a month
to month basis.
Once you stop
paying, you
can't be found.
No residual
effects.
2. Some people
know which ads
are paid for and
which ones are
not and won't
click on paid
ones.
In a nutshell,
you should do
both at the same
time...
How much does it
cost?
Depends on the
competition,
this is like a
game of King of
the Hill. You
try and get to
the top by
pushing down
everyone else.
Minimum serious
SEO starts at
around
$1500/month, PPC
is pretty open
most experts
charge a minimum
amount per month
PLUS a
percentage of
whatever dollar
amount you pay
to the search
engines for the
clicks you get.
Jason Baird
MBA, business
owner AND web
geek
jason@weboutsourcing.com
|
