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What Should You Know About Search Engines and Pay-Per-Click?

Here’s a fact for you, 85 to 95% of Websites are found through a search engine.  You may have the most incredible Website on the Internet, but it will receive little or no traffic without search engine visibility and ranking.  Can you imagine a billboard in the Sahara desert?  Who sees it?   So, how will searchers find your website? What types of search engines could they use? Search engines fall into two categories.  The first is referred to as natural, organic or standard.  The second is called pay-per-click, paid inclusion or paid placement.   Natural, organic and standard are interchangeable terms describing a search engine that bases its search rankings on a ranking algorithm.  The algorithms involve a number of criteria and parameters, all relating to the content of the website, the website’s size, the number of incoming links to the website, and the content’s relevancy.  You will hear terms such as keyword relevancy and keyword density to describe various components of the algorithms.    For the standard search engines, you, your webmaster or hired search engine optimization specialist could spend considerable time optimizing your website to achieve top rankings. The goal is for your website to appear on the first or second page of the search engines’ results when your target user searches keywords or keyword phrases. The good news is rankings on standard search engines are free.  The downside is the tremendous amount of time and effort required to achieve exceptional search engine rankings.   Let’s confess to each other that top rankings on standard search engines can be tough and timely to achieve!   The interchangeable terms pay-per-click, paid inclusion or paid placement describe a search engine that bases its search rankings on a "bid for position"...