April 2009
Beginner to intermediate
528 pages
14h 12m
English
Content preview from Search Engine Optimization Bible, Second EditionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 6. Pay-per-Click and SEO
IN THIS CHAPTER
How PPC affects SEO
Before you PPC
How pay-per-click works
Pay-per-click categories
Keyword competitive research
Choosing effective keywords
Writing ad descriptions
Monitoring and analyzing results
Pay-per-click (PPC) is one of those terms that you hear associated with keywords so often you might think they were the conjoined twins of SEO. They're not, really. Keywords and PPC do go hand in hand, but it is possible to have keywords without PPC. It's not always advisable, however.
Hundreds of PPC services are available, but they are not all created equal. Some pay-per-click services work with actual search rankings, whereas others are more about text advertisements. Then there are the category-specific PPC programs, such as those for keywords, products, and services.
The main goal of a pay-per-click program is to drive traffic to your site, but ideally you want more out of PPC results than just visits. What's most important is traffic that reaches some conversion goal that you've set for your web site. To achieve these goal conversions, you may have to experiment with different techniques, keywords, and even PPC services.
Pay-per-click programs have numerous advantages over traditional search engine optimization:
No changes to a current site design are required. You don't have to change any code or add any other elements to your site. All you have to do is bid on and pay for the keywords you'd like to target.
PPC implementation is quick and easy. ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.