PPC & Link Building

PPC: Pay-per-click advertising, also known as PPC, is a form of online advertising whereby visitors are directed to an advertiser's website after clicking on an advertisement, and the advertiser pays for each visitor on a per-click basis. Each click can be anywhere from 1 pence to several pounds in cost, depending on many factors, including the pay-per-click search engine being used to advertise on, and the search phrase that is being targeted. Perhaps the best example of pay-per-click advertising is Google's PPC advertising called Google AdWords.
Google Adwords, in a nutshell, works like this; when a Google search engine, user types in an applicable search phrase for your business and you are bidding on that search phrase your text ad has a chance to be displayed. You are only charged when the search engine user clicks on your text ad, hence the name pay-per-click. Successful PPC is made up of these main factors:

• Bidding on a sufficiently large number of relevant search phrases.
• Bidding enough for each search phrase so that your text ad appears where it will be seen (for brand awareness) and clicked (to send the search engine user to your web site).
• Constructing the campaign so it is very targeted.
• Providing very relevant information for the searchers who click on your text ads.
• Careful measurement and testing of results.

Link Building: Search Engine Optimization has two distinct area's the first being On-page optimization and the second, off-page optimization. On-page optimization is what you can actually do to your website that will affect your ranking on the search engines. This includes changing your title tags, H1 Tags etc. Search Engine Optimization (SEO) like anything else adheres to the 80/20 rule, whereby on-page optimization accounts for 20% of search engine rankings. The other 80% comes from link building, which is by far the hardest part when it comes to SEO. Link building is getting other sites to link back to your own website. Like everything else in the world, links have varying degrees of quality, you get really poor quality links which can actually harm your website or you can get excellent links which will help your rankings tremendously. Obviously, the best quality links are the hardest to obtain. For your information, the best kind of links to get, are links that come from Universities or Government websites. Search Engines love these links and if you do manage to get one your website will almost certainly help get your website on to the first page within a couple of months. The worst types of links are backlinks that come from Adult, Pharma or Gambling Sites. Below are the ways through which a person can obtain links for their website.

• Buy Links - The better the link, the more expensive they are.
• Ask For Links - Either via Phone or Email.
• Link Exchanges - Swap Links with other webmasters.
• Register with Directories - Register your site with a number of directories.
• Write Articles - Submit your articles to article directories like Ezine.
• Write Press Releases - Submit to sites like PRweb.
• Use Viral marketing techniques - Use sites like pay per post (link baiting).