Now that you know the role that search engines play it is important that you do everything in your power to move your site up in their ratings.
This can be done through both paid and organic traffic. Paid traffic includes Pay Per Click (PPC) ads that are displayed on the right side of the search results on Google for example. Organic Traffic includes the results that come up in the middle that are non-sponsored (not paid for) that the search engine naturally finds based on various factors of the web page that is being displayed. One of the most notable differences between the two is the fact that PPC will bring immediate traffic when implemented and Organic Traffic based on SEO (search engine optimization) factors will render results that are much more indefinite and dependent upon factors that are never 100% understood due to search engine algorithms such as Google’s.
What is Pay Per Click? Pay per click marketing is a process by which the marketing resource in question (i.e. the other website, generally a search engine) charges the advertiser for each time that a potential customer selects their advertisement rather than by establishing a set fee for a set length of time.
This charge per occurrence can be less than a dollar but over time will quickly add up and drain the resources of the advertiser if the number of sales is not sufficient to allow them to recoup their losses. Fortunately, most of these sites will allow advertisers to place a “cap” on the amount of money they are willing to pay for advertising. Once that cap is reached the advertisement will be removed from circulation and no further charges will be accrued. The process of developing a successful pay per click marketing campaign will be a discussed in greater detail when we discuss the development of your advertisements.
Organic traffic and search results are dependent on a variety of factors. We’ll discuss a few here that you can use to achieve high rankings.
One way to generate organic results is through the use of SEO articles and a link building campaign. Many websites will use SEO articles in order to increase the quality of their web content and attract the attention of the major search engines to themselves. These are articles centered on a specific keyword that give information on various aspects of a service or product.
On occasion the designer of a webpage will not have time to create these articles themselves; after all, they do have a business to run. They will instead contract a professional to write these articles for them-for a fee, of course. The concept behind link building is that you will write these articles and provide them to various websites or article directories at no charge in exchange for the appearance of your name and website link at the top or bottom of the article. The principle behind this is that viewers will read the article, then be interested enough in what you had to say to follow your link to your website and view any other information you may choose to make available to them.
Of course, the attention span of the average web browser being what it is, there is no guarantee that a reader will read an article to its completion or be interested enough to select a random webpage printed on the bottom on the say-so of the writer of the article. The more specific SEO reason for submitting articles (or now even videos) to respective directories is to get a link back to your website. As we stated earlier, the more links you have pointing to your site, the better (generally speaking). And more specifically, the more hyper-linked, keyword relevant, one-way inbound links, the better.
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