Web Design with PPC

With so many companies vying for business on the internet today, maintaining a competitive edge requires your businesses website to be on the first page of the most frequently used search engines, these ‘top’ search engines include Google, MSN, AltaVista and Lycos. To be truly at the forefront of competitiveness on these engines your website is required to be in the top four or five listings on the first page. Achieving this first page ranking takes search engine optimization (SEO), submission to all major search engines, dedication and above all patience, if you can manage the above, you increase your chances of assuring the very best search engine listings
It would seem, if you ask the majority of web designers and webmasters, that the most converted position within the search engines is the number one position on Google (although you can achieve a great deal of success without Google!): This is something that most web designers, SEO specialists and web administrators try to achieve.

However, in their pursuit of the Holy Grail, many webmasters, SEO specialists and administrators do not take the time to find the best keywords to achieve the position. The failure to recognise their most valuable keywords creates further implications, especially if they are running pay per click (PPC) campaigns as part of a search engine optimisation drive.

A recent study into PPC trends suggests that it may not be profitable to occupy the first positions for one to two word keywords phrases. The most profitable positions in the paid ranks for shorter keywords were actually found to be the fifth and the sixth positions on the first pages of the search engine. The websites whose main profit generating keywords, consisting of three to four words, were most profitable when the website was listed in second or third positions.
How can that be?

The reason for this is that one to two word keywords can be very general in what they are advertising. Companies are choosing these short keywords because they think that they are the most relevant to their website, meaning that they think these short keywords are what their customers are using to find them amongst the hundreds of websites offering similar services. If you are using shorter keyword phrases the chances are you will be one of many using the same keyword phrase, this helps to drive up the prices of the keyword per bid, costing you more per click, leading to a very expensive PPC Campaign.

Furthermore, short general keywords do not attract targeted visitors: targeted visitors are the kind you want visiting your site. This is because if they are specifically looking for a service you are supplying, they are more likely to make a purchase. For example, a general search maybe somebody entering photography in a search engine: they might be looking for a camera, or they might be searching for photographic images. Either way they might not be searching for a product you have, but if you show in the listings they will still click on your link – costing you money each time.



This all means that general one to two word keywords are expensive and the visitors that you receive to your site using these short keywords are not targeted to your site. In comparison keywords or more specifically keyword phrases (typically three to four words in length) generate targeted traffic. They do this by purposely picking out the services or products you have and provide a precise ‘keyword phrase’ that a customer looking for your services is likely to type into the search engine. Therefore keyword phrases have less competition and cost less on average than short phrases. In addition, fewer webmasters bid on keyword phrases.
You will lose a lot of time and money if you optimise your web pages for the wrong keywords. Take some time to find the best keywords for your website and then optimise your pages for keywords that deliver targeted visitors and buyers.
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