Being good for Google (II)

Hi readers, I’m back.

On my last post I told you some principles that could make your website be understandable by Google, or other crawlers, what will make it easier to reach by search engine consumer.

On the first paragraphs of Being good for Google (I) I talked about paying to get higher presence on the internet.

By now, most of you are used to Google, and the way they’re showing results on their lists. But for the ones who are not aware, here you have some useful information on how Google presents their results lists.

Google differences results in two groups:

• Pay per click Adds (PPC from now on)
• SEO results

Open source CMS search on Google

By now we could have an idea of how SEO result works, but, how does PPC advertising works?

PPC advertising consists in bidding on certain keywords and phrases, so the higher your bid is, the higher your advertisement is placed, but you only pay when someone clicks on your advertisement. As you can imagine, you can set up quite a big amount of potential key phrases. Currently there are different providers for PPC Market (Google, Miva and Overture) placing their adds in different search engines, so a good idea previous to starting a PPC initiative is try to find what Search Engines do your target customers look into.

	PROS	CONS
SEO Results	SEO will end up achieving highe page rankings. Once you’re into SEO, you’re forever, and the principles will remain, so one investment lasts for a long time. Search engines are not changing their algorithms short term. Setting a proper SEO will be working for all search engines.	Higher initial budget is required to set a proper SEO Search engines change could break all your SEO initiative SEO is a long term investment. SEO could require a full time job expert
PPC Advertising	Fast set up. Easy to manage, monitoring budgets and measuring ROI. By using keywords that are relevant to your business, visitors are led to your site by search terms rather than its content. Visitors are directed to pages specific to their requirements, so that they don’t have to drill down through the site themselves.	Highly demanded products could suffer very high costs per click with no ROI You need to be very sure how and where you will get value for money. Bidding for popular keywords can become extremely costly and the amount of effort required to manage them could easily become a full-time job for someone.

For sure, setting an optimal SEO strategy will do the best, but there are many cases where merging both approaches could be very beneficial.

I might not be writing until mid January as hopefully I’ll be in holidays without internet for a couple of weeks, what really scares me, because being out of internet on 2010/2011 is, don’t you think?

Merry Christmas and Happy new year to everyone.

Advertisement