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SEO
Advertisting & Pay Per Click PPC
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Advertising can be an easy way to break
into the internet but there are many downsides to it. Unless you
are running a community based site, have a site offering very
unique content, a valuable service or product the traffic
usually only comes as long as your paying for it. Of course ad
campaigns can also be very expensive to run and maintain so you
need to be sure your squeezing everything you can out of it. You
should only proceed with a ad campaign if you are positive your
site is the best it can be, otherwise you may just be pouring
money away. There are thousands of companies on the internet who
offer to provide you with ad campaigns, many of which never
deliver, do not let any of these points put you off advertising.
If you want quality traffic with affordable prices you are
recommended to stick with the major search engines and their
partners. Google Adwords, Overture and MSN are all well
respected companies which will deliver you the best traffic. All
of the forementioned websites use pay per click systems which
can be perfect as they drive traffic with keywords you specify
directly at your site, these advertisers are all interlinked
with the main search engines so you should expect to get the
most widespread sections of the population from them. Because
they have the traffic numbers to support ad campaigns there can
sometimes be bidding wars on popular keywords, I advise you to
stay away from popular keywords and do your research. Overture
provides a free Keyword Selector Tool which can help you find
out how much traffic similiar keywords recieve each month, these
are usually a lot cheaper and still provide the same high
quality traffic.
As I mentioned before advertising wont necessarily mean a good
flow of traffic after you stop paying, other routes of
advertising can mean you get listed in a search engines
immediately for a set fee. Yahoo offers the ability to pay for a
index within their search engine or directory, although your
site still needs to abide by the same rules as other sites it
gives you the opportunity to get indexed immediately within the
search engine, a more subtle way of advertising power.
Alternatively you can find quality sites that are related to
yours on Sitepoint.com and WebHostingTalk.com who may be willing
to put a one way link up for a nominal fee.
You may find websites on the internet offering "banner
exchanges", "free traffic" and other such
promises, I wouldent look at them twice unless you want to lose
out. The traffic they send you is of the worst quality, many of
these websites operate bots, own networks of link farms and even
pay people to visit your site. This of course means that no one
being referred from these sites are actually interested in your
content or services, in worst case scenarios you may even end up
being banned from search engines due to these malicious sites.
Even if they are reputable companies it is hard to judge whether
they will work for you, many of the smaller search engine
companies simply do not get the traffic to give you value for
money.
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