Using Pay-Per-Click

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The two top pay-per-click search engines are Google and Yahoo, there are, however, others. Pay-per-click search engines allow companies to bid on keywords that relate to their sites. Companies submit their site's descriptions and titles, along with a list of keywords to the engine. They also specify the amount of money that they're willing to spend on each keyword.
 
After a pay-per-click search engine processes the company's request, their results start showing up when someone searches for a keyword that the company paid for. Depending upon how much money others paid, rankings for a particular keyword maybe very high or low.
 
Pay-per-click advertisers pay only when their ad is clicked on from search results (clickthrough). Most engines specify a minimum amount of money needed for a company to open an account.
 
Many people think that paid rankings decrease the relevance of search results by allowing any site with money to rank high for any keyword. Pay-per-click engines understand that they will lose searchers, and eventually advertisers, with irrelevant results, and therefore, make relevance a priority. However, pay-per-click engines will provide results with commercial, not informational information. Relevance doesn't guarantee the quality of the site. That is why pay-per-click engines utilize editors to review incoming requests for bidding. These editors are responsible for making sure that the submitted keywords relate to the site's content.
 
People get obsessive about their keywords. This is wrong. It is difficult if not impossible to get high rankings based on key words. Instead, you need to think about key phrases.

The easiest way to do this is ask yourself "what would someone trying to find me type in when they search?" Make a list of these. Try them out on the search engines -- pretend to be someone looking for your product or service.


Using Pay-Per-Click

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