Search Engine Optimization & Pay Per Click Campaigns

The Basics

Search Engine Optimization (SEO) and Pay Per Click (PPC) campaigns are similar in how they help direct traffic to your site via a search engine. In some cases focusing strictly on Search Engine Optimization may not give your website the the traffic it deserves. For these cases, a Pay Per Click campaign may prove very helpful in directing traffic from specific keywords that are searched or specific websites on the Internet.

Definitions:

Natural Results:	Rank is increased by Search Engine Optimization
Pay Per Click Results:	Rank is increased by Pay Per Click Managment

Factors in the Ranking of Natural Results:

"Search Engine Readability":	Search engines only list sites that they can read via programs called "spiders". These spiders troll the web indexing content into a database that can then be searched by search engine users.
"Content Relevancy":	Always aim to have "content rich" pages full of keywords for search engines to pick up on. This increases your search relevance.
"Amount of Incoming Links":	The more sites you have linked to your website the higher your ranking will be.

Factors in the Ranking of Pay Per Click Results:

"Bid Price":	Search engines only list sites that they can read via programs called "spiders". Web languages such as Flash are not read by search engines.There are numerous ways to make your site more readable.
"Click Through Ratio":	aka. "CTR", this a ratio of how many times your ad has been clicked on to how many times it has been displayed. The higher your CTR, or response rate for your particular ad, the higher your ranking will be. This concept is specific to Google's AdWords.
"Keyword Relevancy":	The closer your specified keyword for a certain ad is the keyword a person entered into a search engine the higher your ranking will be due to relevancy.