Pay-Per-Click, PPC, Not as Effective as Link Advertising

Working within the search engine marketing business, SEM, I’ve heard many theories and statements made with regard to search engine rankings and how best to promote a website to the top of the search engine. From new business owners to individuals who are blogging to their heart’s content, there is much confusion over how to dominate the search engines.

While Yahoo and Google do provides some opportunities for advertising your businesses, products or services, these advertising options should not be used alone. To effectively dominate the search engines, it is important to diversify your internet marketing and advertising campaign.

Link advertising has become increasingly more common in recent years. Unfortunately, many website owners, and bloggers, are unfamiliar with the power of text link ads and, for that reason, I’m going to try to describe why it is better than pay-per-click advertising.

Let’s say you own a pool supply company. When we look at the search engine tools and keyword search reports, it seems that over 30,000 people per month, are typing in the keyword “pool supplies” into the search engines. So, where does your company fall in the ranking of results? Since the search engines generally default to the top 10 search findings, your company, in all likelihood, is not on page one – and probably not on page two or even page three.

But, you say, you’ve been using the “highly touted” Google Adsense and Yahoo marketing programs. Why is your site not reaching these 30,000 Internet searchers? Because pay-per-click advertising is rotational, often in shaded top headers or sidebars of the search engines, it is pretty much luck of the draw in how many people will see your site. While you only pay for people who actually “click” on your search results, the goal should not be to count “clicks”. This is simply a waste of marketing dollars. We can compare that to people driving down the street and you only spend marketing dollars on those who actually drive to your store. This, in marketing strategy, makes absolutely no sense at all.

Instead, you want to advertise and market your company in a way that it returns in a more natural search result. Remember those 30,000 internet searchers who were looking for “pool supplies”? You want to reach them! To do that, it is important to get your website to return into the top 25, and even the top 10, search results. But, how do we do that.

Through a diversification of marketing campaigns, using inbound linking, your website can be promoted through the search engine results. Inbound linking can be static links, rotating site-run links, blogs about your company, even “billboards” attached to high quality sites. The options are virtually endless. While there are many companies that offer reciprocal linking and paid posting services, these services, alone, will not drive your website to the top of the search engines. To achieve optimal results, you must diversify your campaign.

Finding highly regarded search engine marketing, SEM, company is important to your investment in marketing your business. With thousands of internet searchers looking for your business, it is well worth the investment to develop an internet marketing campaign that will reach those same individuals through a more organic search approach. With over 80 percent of all internet searchers choosing to link to sites on page one of their search results, and often never clicking on side bar, pay-per-clicks, link advertising gives you the best rate of return on your investment.