Search Engine Optimization Book

SEO BOOK

Before You Start:

It is a good idea to look at the various ads which are displayed in which order over time. The top guy might be an idiot losing tons of money or a person who is paying an extreme premium for branding.

If ads from affiliate marketers or smaller sites are ranking around the same ad position over the course of a few weeks to a month then they are probably doing something right (generating profits). It is worth it to take a couple weeks to do deep keyword research and market analysis before jumping into pay per click search engine marketing.

Why Pay Per Click is Important:

I was working to raise the rankings of one client for a few competitive phrases. It was taking a decent investment in time and money. I then started a pay per click campaign to test a ton of terms. As it turns out his conversion rate for the words we thought we needed were not great. There were a couple other terms with lower search frequency and less competition which converted exceptionally well.

Had we not done pay per click marketing we may have never properly focused his SEO efforts. In less than a month on about $300 we increased the productivity of his site ten fold.

The only way to be certain of anything in marketing is to test it. Pay per click marketing allows you to test real time with the fastest feedback loop of any marketing medium in the world.

What is Pay Per Click

In 1998 Overture pioneered the idea of selling contextual based advertising. You could buy search results for as low as a penny or two per click. This system has quickly evolved into one of the worlds most competitive marketplaces.

Why Use Pay Per Click.

Sometime you can not afford to...or simply do not want to wait. Pay per click search engines allows you to list atop search results quickly. This will allow you to:

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Prototype ideas to track demand before you invest into a new business model or are stuck footing the bill for a new site design.

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Quickly gather feedback on market conditions.

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Split test to a live audience and gather results in real time.

You can use Google AdWords to offer a free white paper about some topic from a one page website. If nobody is interested in downloading your white paper or you can not seem to get enough clickthroughs then odds are:

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the market is not yet ready for your product

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