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Summarized from the Wall Street Journal, June 16, 2003 | |
1) Pay per click: Participants bid for the highest rankings. | |
| Typical prices: $.15 to $.40 per click. (ranges from $.05 each to over $100 per click). Recommendation: Test how well this works for your organization with a couple of moderate bids. Results quoted: "Twice the conversion rate of Direct Mail". Disadvantage: Can get pricey if product is complex and requires many keywords. | |
| 2) Paid Inclusion: Participants pay a fee to have their sites (or specific pages on their site) submitted directly to the Search Engine databases, thus avoiding weeks of waiting for normal submission processes. | |
| Typical prices: $20 to $40 per page per year. If a site has dozens of pages, it might be cheaper to use pay-per-click) Results quoted: "Sony Disc Manufacturing: receiving 10 requests for price quotes every month (vs. 2 before paid inclusion)". "Traffic has risen 15%" "Preferred over Print because can better gauge ROI" Disadvantage: (Not offered by Google) | |
3) Search Engine Optimization: | |
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| Recommendation: Research Keywords to see what people are looking for regarding your services, then change your site to use those words. Ask for references from the provider and interview them. Results: A hardware store chain was paying for over 4,000 keywords in paid listings. Couldn't add products without buying more keywords. Online sales volume doubled. Works with Google, but must adhere to their standards Prices Mentioned: Up-front fee of $7,500 to re-vamp the site and $100 per month to monitor the site's positions Flat fee to re-work the site and monitor it for one year Pay $2,000 for a site analysis (and recommendations of what to do to improve rankings) |
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