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  • November 2008

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  Search

This is the art and science of constructing and copywriting your Web site pages in such a manner that search engines will be more apt to notice them. And, just as importantly, to rank your pages higher for relative search terms. It also includes any no-cost submissions to related directories. If all goes well, your pages will be listed within a search engine’s free listings, otherwise known as “organic” or “natural” listings.
This is referred to as a free process because you’re not paying the search engines anything to get your listing. But with so many sites and competitors out there, it’s complicated enough that many sites pay expert consultants to help them with it. So there likely will be a cost for you to be optimized.
We often compare SEO to old-fashioned media relations. Just like with media relations, you may need to hire an expert to help you get attention. And, just like with media relations, you can’t completely control the outcome of your campaign. You do your best, cross your fingers and measure the outcome.
Last but not least, just like with classic media relations, you can’t get great results overnight. It takes long-term, ongoing campaigns to get good and sustained editorial coverage. If you stop investing, you may not see an abrupt decrease in media mentions, but the results can be devastating over time.

Paid inclusion
This is the most confusing part of SEO to most people. Because it has the word “paid” in it, marketers tend to think it falls under paid search advertising. But paid inclusion is generally included under the heading of SEO, even though you must pay for it. It’s a lot like advertorial in a magazine where you pay the editors to review your products, but you don’t control the final copy or publication. In this case, you’re paying a search engine, generally per page submitted, to take a look at your site and decide whether you should be listed in the organic listings.
Yes, the search engine would supposedly look at your site anyway, but so many sites are out there competing for attention that this helps move things along. And it’s supposed to guarantee that your site will be reviewed on a frequent basis for changes.

Contextual advertising
Some marketers lump contextual advertising in with other types of search marketing.
We don’t. Sure, there are many similarities. The difference is that with SEO, paid inclusion and paid search advertising, the listings appear next to the search results.
With contextual ads, the ads don’t.

The advertising space is sold by big-name search engines, but the ads themselves appear next to content that could range from email messages to newspaper articles. The content is generally, but not always, relevant to the ad topic (technology isn’t perfect).
The viewers aren’t in the middle of looking for places to click to get more information. Instead, they are in the middle of reviewing the content on the page at hand. Contextual ads are basically regular advertising that happens to be unusually well targeted (most of the time), happens to appear in text instead of colorful banners (most of the time) and happens to be sold by some famous search engines.
While your paid search ad agency may very well be able to help you with contextual ads, don’t let them toss that into your service as a joined-at-the-hip service with paid search campaigns. The metrics are different, as is the audience’s mindset.
For example, often contextual clickthrough rates and conversion rates are lower. Also, often more overt “hypey” offers tend to work because your ad has to distract the viewer from the main content on the page and get an impulse click. In addition, branding considerations are very different. When you place a paid search ad, you generally know precisely what site (such as Google) your ad will appear on. When you place a contextual ad, you have absolutely no idea.
Your agency will need to strategize, copywrite, media buy and measure the two types of campaigns (search vs contextual) separately. Anyone who suggests that you just toss in some contextual is doing you a disservice.

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