from Google. It’s called a
—text slurped directly from the web page and spat out
into the search results page.
Now take a look at this directory listing. Note the sentence-like structure, the
human touch, and the category information.
Directories aren’t likely to come out and find you the way robots will; site own-
ers need to submit to them manually. Sometimes you can purchase a listing, sometimes
they’re free, and sometimes you pay for the “privilege” of having your submittal
reviewed whether your site is included or not. While it’s a little extra work to achieve
directory listings, at least you can be relatively certain that your submittal will be
reviewed by somebody and your site will have a fair chance of getting in. This is differ-
ent from the robots, which do not guarantee review or inclusion.
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 pay-per-click (PPC) advertising for your
own site. And, of course, there’s that little matter of the checkbook too.
Here’s how PPC Works: You open an account with a PPC engine. 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
), and this is a major factor in the placement
of your listing.
PPC 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
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