Organic SEO (Search Engine Optimization)admin - April 28, 2022
1. Organic SEO (Search Engine Optimization): The blanket term used to describe the unpaid, algorithm-driven search results of a search engine, and the methodologies used to achieve such website rankings.
Yeah, we’ve known about this for a long time. SEO. It works. Better than PPC.
2. Paid Inclusion: Refers to the payment of a one-time fee for placement of a website listing within a search engine’s paid or organic search results. Not as popular an advertising model as it once was (read not as much money in it for search engines) but could be poised to make a comeback.
This model used to be the main revenue generator for a number of search engines with Inktomi being the best known proponent. Advertisers would pay an annual fee to appear in Inktomi’s search results as well as the results of other engines powered by Inktomi. The hook was frequent crawling (every 48 hours) which allowed webmasters to see the results of their SEO efforts quickly.
Until consumers discover such advertising models and buy into them they won’t be nearly as popular as PPC. Pay-per-click is popular because there is the perception that you only pay for a targeted lead. If that benefit outweighs the threat of click fraud, PPC will continue to win out. Proponents of other advertising models need to persuade the rest of us that their way is better.
3. Cost Per Action: From an advertiser’s perspective, this could be the ideal advertising model since the advertiser would only pay for an ad when a specific action had occurred such as a sale or a registration. Back in June of 2006, there were several reports that Google was testing a version of its AdWords product using the CPA model. Not much has been heard since. The CPA model is widely used in the affiliate and lead generation industries, but don’t hold your breath waiting for wholesale adoption by the search engines.
This isn’t likely. Affiliate programs have their own problems:
- Control in the hands of the affiliate owner
- Some affiliate programs have been accused on not paying
- Again, no accountability
Affiliates generally cannot monitor sales to see if they have revenue owed to them and since the affiliate program is controlled by the owner of the product, that puts him in control, giving a one-sided advantage just as in PPC. With CPA, search engines will have to rely on their advertisers being up front and honest about the number of “actions” taken. They aren’t likely to give up control. Google practically rules the Internet. Why would they volunteer to climb off the throne?
4. Pay-Per-Percentage: Put forward by Microsoft as a solution to both click and impression fraud. Below is a quote from a Microsoft research paper:
“In this system, an advertiser picks a keyword, e.g. “cameras” and purchases, perhaps through bidding, a certain percentage of all impressions for that keyword. For instance, an advertiser might pay $1.00 to MSN Search. In return, the advertiser might receive 10% of all impressions for “camera” for 1 week. What does this mean? It means that for 1 week, one out of ten times that someone searches for the word “camera”, they will see the ad.”
This could be an adequate model is advertisers could somehow track the number of times their ad actually appears. Again, there is a problem with tracking. With all the models, the accountability question is answered in the ability to track the ads. That’s the missing piece and until it is adequately answered, online advertising will always be a problem.
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