No matter how blurred the line between unpaid and paid search gets in the search engine results, you, as the SEO expert, will always know the difference. That’s because, while it’s possible to get listed in robot search engines, meta search engines, and even directories without actually doing anything, you (or someone you delegate) will have to actively implement and carefully manage any paid advertising for your own site. And, of course, there’s that little matter of the checkbook, too.
Pay-per-click (PPC) services are the simplest paid search option. Here’s how it works: You open an account with a PPC engine, such as Google AdWords or Yahoo! Search Marketing. You decide which search terms you want your site to be seen for, and you write your own listing (or often, several different listings) to correspond with your chosen terms. Every time a searcher clicks on your listing, you pay the PPC engine a fee. You control the amount you want to spend for each click (your bid), and this is a major factor in the placement of your listing.
Paid search is the SEO marketing venue over which you have the most control. It offers you a chance to micro-manage your website marketing by being able to target specific messages to specific terms, and even specific geographical locations. It gives you the opportunity to change your message on a whim, and it provides some of the most conclusive tracking around. Therefore, although paid search is by no means a requirement for good SEO, it’s an Eternally Attractive Option to have available to you.
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