| As we've discussed, targeted traffic is the lifeblood | | | | fiercely aggressive for the top positions. |
| of any website. | | | | - You have no control over the results - your position |
| And while it is definitely worth optimizing your | | | | is determined by a search engine ranking formula |
| website for the search engines, you're likely to come | | | | (also known as an 'algorithm'). |
| across the following obstacles: | | | | - You can, however, use legitimate Search engine |
| 1) It takes time. It will typically take at least a couple | | | | optimization (SEO) techniques to give yourself a |
| of months before your website starts showing up in | | | | better chance of getting a good position (refer to |
| the search engines. | | | | search engine optimization). |
| 2) The top positions in any search engine can be | | | | Sponsored Results (also know as 'Paid Results') |
| very competitive. This means when your site does | | | | The second type of result is Sponsored Results. |
| get listed, you'll usually start off lower down the list | | | | The characteristics of sponsored results are: |
| of search results. | | | | - Listings are paid for by advertisers. |
| This is where Pay-Per-Click (PPC) advertising can be a | | | | - Listings appear at the top of the page and along |
| real life saver. | | | | the right hand side of the screen. |
| Pay-Per-Click advertising is the fastest way to start | | | | - Unlike natural search results, you get to specify |
| driving quality traffic to your website. | | | | your ad description and the keywords that make |
| What is Pay-Per-Click Advertising? | | | | your ad appear. |
| A commonly asked question about the Internet is: | | | | Differences Between Sponsored and Natural Results |
| 'How do Search Engines make money?' | | | | 1. Fast set-up |
| The answer is simple - search engines make their | | | | Sponsored results can be set-up immediately, |
| money by selling advertising space to website | | | | whereas natural results often take months to show a |
| owners. | | | | new site listing. |
| This type of advertising is known as 'Pay-Per-Click' | | | | 2. You have total control over your ads |
| and it is a very effective and affordable form of | | | | You control the appearance of your ad, what |
| promotion. | | | | position it appears in and how often it is displayed to |
| The concept of Pay-Per-Click (also known as | | | | web surfers. |
| 'pay-per-performance' or 'paid search') is based | | | | Once you have your ad up and running, you are free |
| around the simple concept of matching buyers with | | | | to update it whenever your want. This differs from |
| sellers. | | | | the natural search results where you have no control |
| How does Pay-Per-Click Work? | | | | over your listing or its position. |
| When someone types in a keyword or keyword | | | | 3. You choose the keywords that your ad will appear |
| phrase into a search engine, they receive two kinds | | | | for |
| of results; Natural Results and Sponsored Results. | | | | Sponsored results allow you to specify exactly which |
| Search engine optimization focuses on improving your | | | | keywords your ad will appear for. You can also |
| ranking in the natural results. Pay-Per-Click advertising | | | | specify which keywords you do not want your ad to |
| focuses on the sponsored results area. | | | | appear for. |
| Natural Results (also know as 'Organic Results') | | | | For example, if you sold Harley Davidson motorbikes |
| Natural results are free listings which are generated | | | | then you'd want you ad to show up for searches |
| from the search engine's database. They are also | | | | related to 'Harleys' or 'Harley Bikes'. |
| sometimes referred to as 'organic results'. | | | | At the same time, you wouldn't want your ad to |
| The characteristics of natural results are: | | | | show up for other searches that include the word |
| - Listings are free. Website owners don't pay to be | | | | 'bike' like 'mountain bikes' or 'racing bikes'. |
| listed in the natural results. | | | | 4. You determine how much you are willing to spend |
| - There are often millions of results for each topic, | | | | Pay-Per-Click advertising allows you to specify |
| but most web surfers don't go past the first 30 | | | | exactly what you're willing to spend on a daily basis. |
| results. | | | | Generally, the higher you bid, the higher your ad will |
| - With popular search terms the competition can be | | | | appear on the page. |