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First Page Placement on Google: Two Routes To The Top

When you’re shooting for the elusive first page placement on Google, you have two simple choices: the overnight-celebrity option or the long-grind option.

Sure, Baby, I can make you an Overnight Celebrity
If you want the glamour and sparkling lights of topranked placement now and you’re willing to spend to get it, pay-per-click marketing is the option for you. Pay-per-click, or PPC, marketing is what creates those “Sponsored Links” at the top and sides of nearly every search.

The advantages of PPC are simple but powerful:

  • you don’t pay anything unless someone clicks on your Sponsored Link.
  • everyone who clicks on your Sponsored Link goes straight to your landing page, where you have the chance to turn them from a surfer into a customer.
  • the sponsored links start appearing the moment you’ve finished setting up the campaign, so there’s no delay; your customers arrive minutes after you’re done.

On the other hand:

  • Compared to a mature SEO campaign, the cost of PPC visitors is obscenely high.
  • If you don’t do your keyword research carefully, you can end up paying for a lot of visitors who are looking for information rather than a product or service to buy.
  • When you stop paying for PPC, it stops working instantly, too — there’s no ‘residuals’.

The Long Grind
The other option for first page placement is straight up organic SEO — doing everything you can to make your website look good to Google. This is a huge field and it takes an SEO company to do the job well.

If you think you might like SEO, it’s probably because:

  • SEO, once it’s matured, is extremely efficient money-wise, almost to the point of generating free traffic.
  • Visitors that come from a well-designed SEO campaign almost always arrive with the intent of buying what you’re offering.
  • Once you start getting traffic from SEO, you’ll keep getting traffic from it for quite a while, even if you stop paying for it for a while.

On the other hand:

  • SEO takes a long time to mature — six to twelve months is normal, and double that in particularly competitive markets — and until it matures, it can feel like you’re just throwing money down a hole.
  • Because of that, you can’t be guaranteed results when you pay for SEO; the best you can be guaranteed is that your website will move upward in the search rankings, which is not nearly the same thing.