Sorry, no freebies in the SEO world
When you launch an SEO campaign, you get to choose how you will pay. You can pay with money or you can pay with time. No solution is 100% great while the other is 100% awful. It’s a judgment call.
Pay with money
When you pay with money, you run a pay-per-click campaign. The messages that appear on the right border when you perform Google searches are actually paid ads. You can get an ad there if you become a Google AdWords customer. You create a campaign, create an ad, determine how much you want to spend and then schedule your ads to appear.
Pay-per-click campaigns work like an auction. You set a price for how much you are willing to pay Google for every click the ad receives. The more you are willing to pay, the more often and prominently Google will display your ad. The opposite is true. If you set a price very low, Google will display your competitors’ ads more often and more prominently.
You need to decide how much you are willing to spend. That includes identifying how much your competitors are already spending. A client who did medical billing asked how much it would cost him if he ran a pay-per-click campaign. I did some homework. I reported that for his niche and keywords, he would have to spend $20/click. I also said he should budget at least 10 clicks per day and 30 days per month. We did the math and determined he would be paying Google at least $6,000/month. That is before he paid me for my time making the campaign work.
He almost fell out of the chair.
Pay-per-click can work. I ran a pay-per-click campaign for wedding planner near Lake Tahoe. The campaign ran so well she called me one day and told me to suspend the campaign…she was too busy.
I must warn you about pay-per-click. When your campaign ends and your ads no longer appear, you won’t have any content to appear in Google search results. Remember, you stopped your ads. People will no longer find you if your ads are gone.
Pay-per-click is one option. It works when it is run correctly, but you have to be ready to pay with money. On the flip side, you can pay with time.
Pay with time
When you pay with time, you run an SEO (Search Engine Optimization) campaign. SEO campaigns involve more time but less money than pay-per-click campaigns. My SEO campaigns involve sitting down with the client and creating a 2,000 word Declaration of Expertise with sufficient content for Blogs, articles, press releases, YouTube videos and web site updates. It takes a lot of time and work. I also tell clients to wait 60-90 days after the first Blog post to see results. They understand they are paying with time and therefore must be patient. People who find me online find me because I am paying with time.
Pay with money or pay with time. Which strategy appeals to you? If you are in a hurry and have deep pockets, pay with money (pay-per-click) may work for you. If you are patient and willing to run a campaign that could take a few months before generating results, pay with time (SEO) may work for you. As I said earlier, no solution is 100% great while the other is 100% awful. It’s a judgment call.