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Frequently Asked Questions
Online Presence
Q Why do I need online presence management, Search Engine Optimisation (SEO)?
A Being online is just the first step to having a website. If nobody visits your website it is not going to enhance your business or find you new clients. Online presence management/SEO is there to drive the traffic to site. A truism of the net is that 80% of people never look beyond the first two pages of search results. If you want your page found, you need to be in those first two pages.
Q I hear about "native search results" and "paid search results". What is the difference?
A "Native search results" are those results that appear when an user types a search term into a search engine such as Google, Bing, Yahoo etc. "Paid search results" are those that are as a result of clicks on the adverts that appear on search results that are linked to a specific search term.
Q Can you guarantee a specific spot in the search rankings?
A When it comes to native search results, the algortihms utilised by the various search engines treat different elements with different weights. How the page is set-up, the density of the search term on the page, where on the page it is all count. Another major factor is links to your website from other sites. A major element of online presence is creating this link through articles on relevant sites and in relevant forums. Others referencing content on your site also create these links and thus promote your website in search engine rankings. However, this also means that when a particular key term is associated with a major brand or website it will be very difficult to achieve a high search ranking on the term whcih will be dominated by those sites and brand. Try doing a search on Microsoft or IBM and the first few pages. Part of SEO i schoosing the correct keywords and phrases on which to promote your site and which would be too expensive and ineffective in promoting your site.
Q How much does advertising online cost?
A Unlike native search results, the ads that are linked to search terms can be bought. How much it costs varies according to the search term, the cost varyong according to how many people are interested in the term, how often the term is searched on and how much people will pay to appear under that search term. As such, how much it costs varies according to how utilise a bid process. What this means is that you set a maximum bid amount based on affordability and expected amount of clicks.
Q Can you guarantee a specific cost per click?
A No. In general the cost per click (CPC) is set at the time of the click based on the bids and interest by the advertising networks algorithm. Based on this, the maximum you will pay can be set, but a specific amount per click cannot be set. The major networks do not give volume discounts and do not have partner programmes. what this means to you is that if someone is claiming they can guarantee a specific search position at a specified CPC rate, they are trying to sell you the Brooklynne Bridge.
Q Do you give a fixed price for your online presence management and SEO?
A I am aware that many people do online presence management, SEO and online ads at a fixed price. While I am happy to negotiate and agree on a fixed fee for the first two, it is not a good idea to do so for online ads. Why not? When you fix price online ads, it means the client is short changed. From the fixed amount, the compnay doing the ads has to take their management fee and make their profits. This leaves over what is available to pay for the advertising. This means that if money runs short, the ad will either drop low in the rankings as money runs short and bids are lowered, or dissapears completely when the money is depleted. My preferred method of charging for online ads is to charge a monthly management fee and a seperate account for the advert. Money deposited into the ad account is only used for the advert. a weekly reconciliation is provided with the report showing the performance of the ad. when money starts running short, it isup to you, the client, to decide if you want the ad to run for the rest of the month and to thus add more money to the advert account, or to let it go dormant until the next month. this gives you the power to control your spend and decide how best to mange your budget for online advertising.
