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Posted 06 February 2004 - 09:15 AM
I am a newbie to paid search engine stuff, so this may sound like a dumb question (I went through the archives and could not find a question like this one-please let me know if I am incorrect)...
I have a client whose site has done fairly well in the engines (Google did shake him up a bit but not much), but he wants more Thus paid is the way to go to ensure that he comes up on the first page and does not bounce off of it. He wants to give it a shot and see what happens. His competition is pretty fierce so I see his reasoning.
I have done some reading but am a bit confused. There is pay per click, paid inclusion and trusted feed. Can anyone give me a very simple comparison of why one would go with each? Right now I am leaning towards Google AdWords and Inktomi (with positiontech).
I know that figuring out which keyphrase is really important. In this case he is leaning towards a very generic one-which is opposite to the way I usually go with the engines. I guess this depends on the category? I've used WordTracker but it didn't have the keyphrases we are using Any other way to find out what kind of competition is out there?
I hope this all made sense
Thanks for your time,
Posted 06 February 2004 - 12:53 PM
Here's my take on your question, though I'll freely admit I'm not nearly as experienced about all three methods as some around here.
PPC - With Pay Per Click you basically are paying for placement, at least to some degree. Adwords does take into account CTR or Click Thru's as part of the "ranking" formula, however with PPC you can usually guarantee a first page position if you're willing to pay enough.
I also use PPC via Adwords to do some keyword research on secondary phrases that look interesting, but which I haven't optimized to achieve organic results yet. I've found it's a wonderful, and fairly inexpensive, way to tell if there are enough traffic and more importantly if that traffic will convert before I got to the trouble of creating a new section of a site targeted to these smaller-traffic phrases.
PFI - Pay For Inclusion guarantee's you that Inktomi (since you mentioned it) will spider the page you pay for and include it in its index. It does not however guarantee any specific position. You could end up on page 1 or page 100 of the SERP's, depending entirely upon how well you've optimized the page and how much competition there is for your market.
This is a realitively inexpensive way to make sure INK at least knows about your site, though frankly if you get your site included in some Directory Engines they'll find you with their normal spider anyway.
In the past I've mostly use PFI as a pre-launch device to help me optimize a page or two so that when the rest of the engines pick it up it'll have a good position from Day One. It makes it a quicker process to tweak things because you can count on the PFI spider coming by every couple of days and being able to see any changes quickly.
It used to be that if you used INK PFI to get yourself as high as you could with On-Page factors you'd be pretty much set. All you had to do then, after site launch, was to take care of the Off-Page factors Google likes so my link obtaining incoming links from other relevant sites. That's not so much the case anymore with the last couple of Google shake ups.
Trusted Feed - I've not had the occasion to use this method much, so hopefully someone more knowledgable will step in. The only times I've used it is for "News" types of sites where the content is constantly changing and there is a need to get the Hot Story out there to to search engines as quickly as possible. I'm quite sure there are other, very valid uses for Trusted Feed though.
As far as finding out other sites that are targeting certain phrases would be to conduct searches for them using quotes around the phrase (exact match) and the allintitle: advanced operators Google allows. Those are usually pretty good at finding sites that are actively competing for those terms, and if you look through their sites you may find all kinds of other phrases they are targeting to some degree.
Posted 07 February 2004 - 05:32 AM
Trusted Feed - this is designed with larger sites in mind. Most engines require a minimum of (depending on Engine) 200 to 1000 pages within the same domain. This tends to rule out the smaller sites.
Instead of paying $39 for the first URL and and the $25 per URL via INK PFI, larger sites would not be interested in paying upfront $25,000 to have 1000 URLs indexed without knowing that it will work.
That is why the INK trusted feed (Now Overture) program has no upfront fees, only based on a CPC - cost per click rate. This is category based and ranges from $0.15 to $1.20 CPC.
A large website can then afford to have all of their pages indexed and only pay for traffic that they receive.
There are other benefits, such as dynamic and database based sites that are hard to index organically and practically require Trusted feed programs.
In relation to INK PFI we also provide this service and if you are doing this for a client then you would be entitled to a price discount. Go to Priority Submit in my sig file for more info.
Posted 09 February 2004 - 06:58 AM
Thanks so much for the info-that helped a lot. My clients site is small so the trusted feed won't be needed, we will go for the other options.
And Trellian (David)-I am going to email you off forum as I have some questions for you (this is perfect timing as I was going to email Trellian anyway
Posted 09 February 2004 - 03:15 PM
David I contacted Trellian via the web site, as I thought I may be violating list guidelines if I contact you directly. Sorry for any goofs here-I should have asked first-so I thought it was best to be safe
Posted 15 February 2004 - 10:16 PM
The value of each of these vehicles depends on the size and shape of your needs. There are many tools out there to help optimize your customers sites, and doing so can give you the much needed information to get the best ROI for those customers.
You may end up having to test the waters to see which one, or combination works best for that customer...
Posted 16 February 2004 - 05:28 AM
Er, that should be re-phrased as offers discounts to all reseller partners.
Others do offer discounts. I get offers frequently
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