What Is Natural Search?
For those who aren’t quite clear what the term means, “natural” or “organic” search describes the “editorial” search results on any particular engine. These results are purported to be completely non-biased – meaning that the engine will not accept any amount of money to influence the rankings of any individual sites. This is quite different than the paid advertising that appears in “sponsored” or “featured” results, in which higher positions are rewarded to the companies willing to pay the most per visitor.
Why Is Natural Search Important?
Savvy searchers who understand the difference between paid and natural results are more likely to hold the natural results in a higher regard, much like a person reading a magazine would probably be more positively influenced by an article about a particular company than by a paid advertisement from the company.
It is also likely that natural search will become more important in the coming months. Yahoo’s new Site Match program, which mixes some paid results with natural results, is certain to get some close scrutiny from the FTC (even though the fees paid are not supposed to influence rankings). This type of public attention will no doubt educate some oblivious users as to what “sponsored results” actually are. More importantly, other search engines are likely to use this as a means of differentiation from Yahoo. It is no coincidence that Ask Jeeves announced that it was getting rid of its similar program the day after Yahoo’s new program was unveiled, claiming that it was impossible to produce unbiased results using this methodology. Microsoft also recently claimed that they were taking steps to further differentiate paid results from natural results. No matter what the end result, one probable outcome of this new attention to paid search engine advertising is that more average searchers will learn the differences between paid and natural search results, and many will instinctively favor the latter.

What Advantages Do Huge Corporations Have?
Certainly, large companies do have some specific advantages when it comes to natural search.
a. Links- the primary advantage that large corporations have is their ability to obtain large amounts of inbound links, which can have a huge impact on search engine rankings. Often these links are given freely without the company asking (or being aware that it is happening). Many of the huge corporation’s vendors, affiliates, partners, etc. are eager to show their association with the company and link to the corporate site readily and non-reciprocally. Large corporations can also facilitate huge increases in link popularity through a simple corporate policy requiring inbound links from any companies wishing to work with them. In addition, very large corporations may have several websites, which can sometimes be effectively linked together for additional link popularity.
b. Budget- although history shows that a large percentage of major corporations do not spend wisely in this arena, larger corporations typically have larger marketing budgets then their smaller competitors. However, this does not necessarily mean that they will readily allocate a portion of that budget for search engine optimization, as discussed below.
What Advantages Do Smaller Companies Have?
While the advantages of huge corporations, particularly in the area of link popularity, can be difficult to overcome, it is often unnecessary to try. A large percentage of such companies consistently seem to shoot themselves in the foot when it comes to natural search engine optimization, a primary reason why small companies can often outperform them. Specific advantages include:

a. A willingness to pursue the channel- Smaller companies are typically more willing to devote resources to natural search than large corporations. Huge things have to happen for a major corporation to get involved in this “new” channel, a channel far removed from the traditional marketing methodologies used to build the giant. Few corporate underlings want to be the one to put their neck on the line and recommend something completely new and “unproven”. Even when a large corporation looks into natural search engine optimization as a potential marketing tool, it can take many months, and sometimes years, for a final decision to be made.
b. A willingness to change the company website- Huge corporations face similar problems when it comes to changing to the corporate website. Within such entities, a person can often not get so much as a comma removed from the text of a secondary page without holding several upper-level management meetings and, ultimately, making a board presentation. Smaller, leaner companies are able to approve necessary website changes more quickly, and are almost always more willing to quickly adapt to the needs of both visitors and search engines.

c. The willingness to outsource- Larger companies have more internal resources at their disposal, and are less likely to outsource this specialized service to someone with proven experience. Often, search engine optimization is treated as an afterthought and dumped on an IT person, who typically has too much to do already and will approach the problem solely from a technical standpoint. Natural search engine optimization is by necessity a combination of marketing and technology. Newcomers to the field (especially those who treat the discipline as strictly a technical issue) often make fundamental mistakes that at best do not get results and at worst put sites at risk of penalization.
d. A lack of technical hurdles- Huge corporations are more likely to have technical issues on their website that can prevent search engines from indexing all of their pages. Often the pages of corporate websites are generated “on the fly” from large databases, and such pages (without modification to the URLs) are sometimes never indexed. In addition, (although usability studies are making this happen less often), some huge corporations have their sites built entirely in flash or use other technologies that are virtually invisible to search engines.
The Bottom Line
To most huge corporations, search engine optimization is often a very small piece of an enormous puzzle – and it is a piece they have been doing without for years. The necessary steps required to fully embrace the channel are often enough to stop any well-intentioned initiative in its tracks. As most search engine optimization experts will tell you, some of the most egregious search engine mistakes are consistently made by household name companies – leaving their smaller, leaner competitors the opportunity to take full advantage.
Help with website design and search engine marketing can be found at www.onlinewebconsultants.com. The specialist here are experienced and certified in search engine optimization and search engine marketing.

You no doubt like me have come across the so called Get Rich Quick With Google Adsense e-books, which offer a sure fire system to use the Google Adwords feature to unlock those Google Adsense riches on your website and have probably handed over the $30 to $60 to find out the secret system. Well this article has been written to expose the myths behind these so called systems and to warn people that the results will be very disappointing.

Google Adsense Fact

The major problem with these systems is they try to blind you with a massive list of high paying keywords which Google Adword bidders supposedly pay for certain keywords and your focus is to try and concentrate your efforts on including these keywords on your website page, so the Google Adsense can put these high paying Google ads on your site, therefore increase your click through payments.

Fact is Google ads rarely payout over $2 per click for Google Adsense, I have run sites myself with the supposed top keyword “yahoo domains and the most I earned was about 50 cents per click which seems to be the Google Adsense average.

All this high paying keyword information is not going to make the so called $50 per click that some of these e-books claim, the best paying keyword out there at the moment is to do with asbestos cancer and this will only give you between $3 and $5 per click and is such a niche keyword, that not everyone is interested in reading about the subject or going to click on the Google ads on your website.

Google Adwords Fact

The Google Adwords part of the systems require you to find a high paying niche keyword, get over 200 related keywords list, create a one page website with a single article leeched from one of the free article sites surrounded by three Google ad blocks, then effectively write a Google ad with the chosen keywords as the title (via a special Google tag) and set a campaign budget of $10 a day with a maximum of 7 cents per click bid.

Fact is setting a bid of 7 cents per click will place your ad that low on the search engine that you will only get a small amount of page impressions therefore decreasing the chance of anyone clicking on your Google ad and registering a possible visitor, plus most keywords will not successfully activate Google Ads at such a low bid price.

Conclusion

Though these e-books seem to offer a system, I would have to say it is not an air-tight sure fire way of making a decent income from Google Adsense, there are just too many flaws which cannot be explained away.

My advice would be to stick to building your webpage content daily with no more than two or three Google Ads on each page, in 12 months all the search engines will have no doubt crawled and indexed your web pages hopefully bringing in a steady stream of targeted visitors who will hopefully click your Google Ads and make you a small fortune. GOOD LUCK!!

Simon Ecclestone

Pay per click advertising is an on-going and growing arsenal for all entrepreneurs world wide. Whether your have a small business or a large business, buying a search engine placement is definitely the way to go.

Pay per click advertising is an on-going and growing arsenal for all entrepreneurs world wide. Whether your have a small business or a large business, buying a search engine placement is definitely the way to go.
Why fight a never ending battle against some of the worlds best webmasters who have years of experience and are dedicated to search engine placement 24 hours a day, 7 days a week?

Don’t fight the battle, win the battle by utilizing pay per click search engine marketing!

1st Thing 1st: Testing Your Market Place…

If you’ve never attempted a pay per click campaign, a good idea is to start with a small budget in order to test your market place.

The key is to find what your potential customers are searching for. There’s no better place to test that out by going to Google. Google allows you to pay for a small ad off to the right within a small green box.

Huh? If you’ve never seen these small ads within Google, go to: www.google.com

If you type in “web design” in google’s search engine, you will no doubt get the regular results on the left, as well as a list of small ads off to the right within small green boxes.

Underneath the small green boxes, you will see a link that says; “Place your ad here”. Another route is by going here: http://adwords.google.com

Please do yourself a favor and dedicate yourself to a small ad within Google in order to learn the ropes and utilize an inexpensive way to some fabulous research information.

You’ll want to determine how much you are willing to pay for 1 month. It could be as low as $20, but I recommend starting out with $50.00 to start your 1st campaign.

Try coming up with an ad that’s catchy and to the point!

Ex. Legal Services

Get A FREE Consultation!
Legal Services in Ontario

http://www.legalservices.com

After that you need to predetermine the “Key Phrases” you think that your potential clients are typing in Google when it comes to your product or service.

EX. “Legal Services”.

When Google asks you to enter your key words or phrases, you might want to try entering something like this….

1. Legal Services
2. Lawyers in Ontario
3. Law Services
4. Lawyer Services
5. Lawyer Services in Ontario

Try using as many as you can think of… Google will later show you the most popular key phrases compared to the key phrases that don’t work at all.

Please Note: I am using Goggles Adwords as an example because of how easy it is to log into your account at any time and check to see how many people have seen your ad and how many people have actually clicked on your ad to visit your site.

Once you’ve entered your “Key Words & Phrases” now you’re going to be asked to enter the maximum amount of money you want to pay every time someone clicks on your ad.

Ex. If someone searches “Legal Services”, you enter that you will pay a maximum of 0.07cts per click.

This will give you a pre-qualified potential client for 0.07cts.

Let’s move on a little now..

Assuming that your ad is all set up and already on the way. Now you can return to Google, log into your account and see how your “Key Words & Key Phrases” are performing with your campaign.

It might read something like this….

1. Legal Services ———- Ad was viewed 2000 times ————- Clicked on 100 times.
2. Lawyers in Ontario —– Ad was viewed 4560 times ————- Clicked on 9 times.

Now you will get a much better understanding at what your potential clients are searching for and what they are actually clicking on.

KEY NOTE: Try to experiment with this as much as possible and as quickly as possible so you can really begin your Pay Per Click Search Engine Marketing.

Are you ready???

Now that you have your predetermined key words of phrases you want to use, you can now start looking into pay per click campaigns. Per per click search engines are a little different compared to the Google Adwords because instead of getting a small ad off to the right you are now going to bid on actual search engine placements.

1st thing you want to do is to visit a pay per click search engine. For instance, you might want to visit: www.goto.com or www.lycos.com or any other pay per click search engine online and test your new key words to determine what the top placements are paying for those spots.

Ex. Let’s use “Lawyer Services” again, type in that phrase in any Manchester PPC search engine and look at the top placements! It should read something like this…

5) Legal Services.com
Our firm is dedicated to helping you win your case each and every time.
Cost: $0.10

The key is to look at the cost. The cost is what “Legal Services.com” was willing to pay for the 5th search engine placement.

And there you go, you now have the basic knowledge to plan out a pay per click campaign. Always remember to lay out how much you are willing to commit to your search engine campaign and keep yourself to it.

I recommend to all my clients to at least master the Google Adword program. Goggles search engine is the #1 hotspot on the internet for potential clients, why not get a slice of the pie!