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No, No And No Again...? Well, I'm afraid there's no getting round it - search engines are going to demand a lot of your attention if you want high volumes of relevant traffic to your web site. You could, of course, just publish your stunning web site and wait for the consumer hordes to stumble over your irresistible offering. But, we can promise you'll be waiting a very long time! High Organic Rankings Do you get lots of high circulation newspapers and magazines, with a worldwide, not just UK, readership, offering you free advertisements without time limit for a reasonable up-front fee? Didn't think so! Well, search engines, like Google, are marketing channels to your potential customers just like newspapers and magazines. And if you achieve high rankings for relevant keywords through a considered investment in search engine optimisation, your high rankings - and click throughs to your web site - are likely to continue way into the future, without any ongoing expenditure! What a fantastic opportunity this represents! We are constantly amazed by the number of web site owners who recognise the need to invest in the design of their web site but yet are loathe to invest anything in the marketing of their web site. "The site isn't generating any income yet. I can't invest in marketing and promotion when I haven't got any money coming in..." What is the value of a web site design, however beautiful, if nobody ever sees it? What are the chances of generating income from a web site that hasn't got any traffic because nobody is aware of it? Our advice is, I'm afraid, quite blunt... If you're looking at a web site as a way of promoting your business or organisation, but you aren't willing to allocate resources to promote the web site once it's built, don't build the web site in the first place!
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Now That I've Calmed Down...Almost - Pay Per Click Promotion You might wonder why we're even bothering to discuss paid search engine marketing if we're such strong advocates of high, free organic search engine rankings through effective search engine optimisation. Well, Pay Per Click promotion may well have a legitimate role in the marketing of your web site, not as an alternative to search engine optimisation - unless you're very, very wealthy - but to complement SEO and achieve certain specific, time limited objectives.
Let's look at a number of situations, where Pay Per Click promotion may be a consideration:
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yours is a brand new domain and you've fallen foul of the dreaded Google Sandbox. You consider paid search engine marketing as a means of generating needed web site traffic in the interim, until reasonable Google rankings can be achieved.
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search engine optimisation is not a perfect science - unless you're the search engine! - and, sadly, many others will be competing with you to achieve the top rankings for your keywords.
It may take some time to get high rankings for all areas and sections of your web site. You consider Pay Per Click promotion to drive traffic to these sections while you try and improve their organic rankings.
Our Conclusion
Search engine optimisation and Pay Per Click promotion are the weapons in your search engine marketing armoury and you are likely to need both at some time or another.
But achieving high organic search engine rankings for relevant keywords must surely be the priority, particularly if you have a search engine optimisation company that is willing to work for you on a performance-related basis, assuring you of value for money.
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