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What's the difference between Pay Per Click and Optimizing a web site? Well, when you do a search on Google, the results that appear at the top, or on the right hand margin (with the words "Sponsored Links" next to them) are the web sites which have paid Google to be prominently displayed when users search on certain keywords or keyword phrases.
The other web sites which are listed below the "Sponsored Links" are those web sites which have been optimized to rank well within the Google search engine results.
The "Sponsored Links" listings are web sites which bid on certain keywords or keyword phrases (such as 'office supplies') so that they'll appear as a sponsored link when a user types in 'office supplies' as a keyword phrase. Web site owners can bid on multiple keyword or keyword phrases.
Each time a user clicks on a "Sponsored Link", that sponsor pays Google the amount the sponsor bid on. I might bid 5 cents for each time a user clicks on my link (to go to my office supply web site), and you might bid 10 cents (for each time a user clicks to go to your office supply web site), so you'd get top priority. This is called 'Pay Per Click' or PPC because the web site owners pay each time a user clicks on their link from a search engine query. Google's version of Pay Per Click is called Google. Google has their own formula for calculating how much a web site owner pays each time someone 'clicks through' to their web site. Clicking through means that a user clicked on your web site listing (to go directly to your web site) when it appeared as a "Sponsored Link".
Whichis better, optimizing your web site or using Pay Per Click? Well, that's hard to say. The ultimate goal is to bring people to your web site who are interested in the product, services, or information that you have on your web site and, it worked, because you are here, reading this, right?). Both optimizing and Pay Per Click will achieve that goal. Both cost money. Every time a visitor clicks through to your web site, it will cost you money. Having your web site optimized by someone will also cost you money. Yes, you can learn how to do that yourself, but that takes time and effort; which is, in itself, an opportunity cost.
Both are reoccurring costs. Sure, you can optimize a web site, and forget about it. However, if you are serious about increasing your traffic, and targeting people who are interested in your services or products, then optimizing a web site is an iterative process, which is fine tuned on a monthly basis.
In December, Meta tags, once and for all....
Hope this helps! Feel free to email Lesley if you run into any problems.
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