How To Dance With Google

Millions of websites attempt to seduce Google and itscredibility in the marketplace, which further
competitors to score high search engine rankings. Butestablishes your business and brand for long-term
what is the best path to this lucrative romance?success.
While there are more than a few website promotionWear a white hat
tactics, you have two primary means to establish aWhether you conduct the organic search engine
relationship: court Google and other search enginesoptimization campaign or have someone do it for
with alluring web content; or simply pay to get lucky.you, be sure to play by the rules. This is often
Pay per click campaignsreferred to as "white hat" SEO.
This popular search engine marketing tactic can getTry to manipulate the likes of Google with "black hat"
you substantial presence in just hours or days.SEO and chances are you'll be deemed a 'spammer'
However, after you clear the floor of fraudulentand disappear from search engine rankings altogether.
clicks (from competitors eating up your marketingNot good for any bottom line considering Google
budget) and tire kickers, you might end up withalone receives more than 350 million searches per
less-than-anticipated conversions, if any at all.day, and provides the search results for AOL Search,
Big businesses with hefty marketing budgets mightICQ Search, Netscape and others.
be able to absorb such losses. But if you're aTo oust those who've entered the dark side of SEO,
relatively small business, blowing your budget withGoogle performs frequent updates industry types call
nothing to show for it can be crippling.the "Google Dance." While these events were initially
Depending on the market demand for yourheld monthly, Google now maintains a database that's
keywords and clicks, a pay per click campaign couldupdated continuously. As a result, the 'dances' only
range from just a few dollars to thousands per day.take place when Google needs to make major
Hence, if you go this route, be sure to havechanges to its algorithm (a complex set of rules used
someone well informed and reputable conductto determine website rankings).
meticulous testing and analysis on your behalf. ThatIf you play by the rules and feature relevant web
way, you can identify what's not working and swiftlycontent and high-ranking inbound links, each update or
make adjustments to improve conversion efficiencies.dance can bring you closer to the top spot. On the
Organic search engine optimizationother hand, if you break search engine rules and
Organic search engine optimization (SEO) is achievedregulations, it could be your last dance, at least for a
by optimizing your web content with the rightwhile.
keywords and acquiring inbound links. Both tacticsTo pay or not to pay?
help boost search engine rankings and drive traffic toIf you can afford it, a combination of organic search
your site.engine optimization and pay per click advertising can
The con of this website promotion strategy is itgenerate leads and sales in both the short and long
typically takes three to six months to advance toterm. But if you have to choose between the two,
search engines' top pages. However, once you getgoing organic provides the most significant margins
there, it's possible to maintain your position with noover the long term.
budget and little effort.Regardless of the website promotion route you
Plus, web users consider organic search results to bechoose, your web content must promote usability
more trustworthy than pay per click ads, hence,and readability, and comprise strategic calls to action
potential clients are twice as likely to click on theto turn the additional traffic into sales.
organic listings. Moreover, organic results build