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Build
An E-Business On A Shoestring
Free
Tips, Tricks and Tools To Make You Money
Issue
# 37
_____________________________________________
In
This Issue
-
More
Freebies
-
What’s
Happening?
-
More
Traffic
Generating Tips, Paid Submission Services Part 3 of
4
-
Marketplace
Ads (help to keep this ezine free by visiting the
marketplace)
Thanks
for your subscription to this newsletter. I
hope
you enjoy it and please let your friends, associates
know
about
it!
WARNING!
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this ezine
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Traffic
Generating Tips
by
Dan Farrell
As
I stated in my last article in ezine
#36, the best ways of generating traffic and
qualified traffic to your web site, affiliate program or
mlm program, are:
-
Ezine
ads
-
Pay
Per Click Keyword Ads
-
Links
-
Submission
Services (paid)
Here
is continuation of an excellent article by Brent Winters
of Web
Positon Gold.
Part
3 of 4.
Thus
far no legal ruling has been made as to whether the
engines
are
breaking consumer protection laws. Whether they
have
crossed
that legal line I cannot say. I'm not an attorney.
However,
I do believe that the consumer deserves to know whether
a listing is a paid
advertisement or is regular content.
Ultimately,
the courts will decide if the engines are doing
a
satisfactory job in this department.
I'm
sometimes asked "why bother optimizing your page if
others
can
simply buy their way to the top via these PPC
listings?"
Well,
studies show that people tend to skip over those
listings
and
click more often on the crawler-based search results.
Therefore,
you could have three or four paid entries above
your
free listing and still gain more traffic from the
"freebie."
It's
unclear whether this is due to the engines doing a
sufficient
job
of identifying those listings that are paid
advertisements.
If
they were doing that, this would logically cause some
people
to
tune them out like commercials. Alternatively,
there may
be
another explanation for the lower click-through rate of
the
PPC listings. It may be due to fact that the paid
placements
simply
are not giving the consumer results that are as relevant
to
their query as the unpaid matches. More than
likely, it
is
some combination of the two factors and varies depending
upon
the keyword searched.
In
the last year or so we've seen the conversion of major
sites
like
Excite, NBCi, and Disney's Go.com from a crawler or
directory
engine
to an Overture clone. This begs the question of
whether
Overture
and others will continue their march until all the
major
engines serve only PPC listings. Although the dot
com
shake-out
could force other engines to serve PPC results on
their
path to bankruptcy, I predict you will not see them
all turn to this model.
How
many more times have you found what you are looking for
on
Google or Yahoo rather than Overture? Only when an
engine
is
fighting bankruptcy and can no longer afford to maintain
their
own content do they agree to serve PPC results
exclusively.
It's
the next best thing to simply shutting off a popular
domain
name still receiving traffic. As soon as this
happens
though,
the portal starts to quickly lose popularity as
consumers
realize
the change.
For
many types of searches, a crawler or directory-based
engine
simply
does a better job than a PPC. So long as there is
that
continuing need by the consumer, the free-market will
offer
a reward to those that fulfill that niche. That's
why
we've
seen Google, a relatively small privately held company
rise
from total obscurity to become one of the most popular
engines
today in just a few short years. They did an
excellent
job
of fulfilling the need for crawler-based searches.
Conclusion?
The PPC's can certainly be an effective supplement
to
your advertising strategy. They are also not going
away
since
they are more efficient at bringing in advertising
revenues
for
the engines. PPC's are also less risky to the Web
marketer
than
using a CPM based advertising campaign. Therefore,
they'll
continue
to be favored over CPM models by many advertisers.
That's
why WebPosition
monitors your rankings on all the major
PPC's
and provides advice on how to best promote to them.
PPC's
should not, however, be considered a replacement for
a
top ranking in the regular search results. That's
because
most
consumers tend to see those Sponsored listings as
advertisements, and
thereby less trustworthy than the crawler-based results.
For
more information about PPC engines go here.
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3.
Pay-per-review - This model has been adopted by
two of the
top
human reviewed directory-based sites: Yahoo and
Looksmart.
Years
ago you could submit to Yahoo and Looksmart for free.
Unfortunately,
Yahoo soon became backlogged in review requests
to
the point where the odds of you getting a review by one
of
their editors was slim. Many Web marketing veterans
remember the days
when they'd have to submit to Yahoo and wait six weeks
in the almost desperate hope of a review and inclusion
by a Yahoo editor.
It
was often frustrating and maddening to get into Yahoo at
this
time to say the least. Quite often you would have
to
submit
two or three times over a period of several months
before
being reviewed. Times change and now you can be
reviewed in seven
days guaranteed, although you'll have to pony up $299
for the privilege. Unlike the paid inclusion
engines,
the
review sites don't even guarantee that you'll be listed.
They
only guarantee you'll be reviewed and considered for
inclusion
if you meet with their standards. Critics
contend
that
you can't separate editorial freedom from the pressure
to
include a site when businesses are paying you $299 for
the
review. Those people have the expectation to be
added
to
the directory in exchange for that fee. If you
reject
too
many payers for reasons of editorial control, you risk
a
decline in those willing to pay you in the future.
There's
certainly
a fine line they must walk.
Future
Outlook: Will All Submissions Become Paid?
ABOUT
THE AUTHORS
~~~~~~~~~~~~~~~~~
MarketPosition
is written by Brent Winters, President of FirstPlace
Software,
with occasional editing and contributions by Fredrick
Marckini,
CEO of iProspect.com, Inc.
You
may download a FREE trial of WebPosition.
You
may call us at 1-800-962-4855 if you have questions not
addressed
on our site. You will also find an array of
additional
tips
and techniques for improving your search positions in
both
the
WebPosition Help File and the Reports it generates.
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