Your site will get discovered when individuals are searching with particular keywords. This is called "keyword advertising" or "pay per click" (PPC) advertising.
There are two primary ways you can do PPC.
The initial way is, you create a really enormous site with numerous pages all ranking for the same keyword. Google will then send your site traffic and, in turn, you get to keep 70% of whatever they spend.
The second way is, you pay Google to send people to your site who are searching for your service or product.
When you're doing PPC, you need to be very careful about a couple of points:
- One, make sure the ad you are paying for is bringing in leads and sales. If it's not, stop wasting your money.
- Two, make sure you are only bidding on high-volume keywords. This will keep your costs down and also increase your profit.
- Lastly, and most importantly, make sure the landing page your PPC ad sends people to has an extremely compelling reason for them to click on the ad and visit your site. If they don't, you could lose a lot of money.
You should likewise be cautious when it comes to link structure. If you have a site with a lot of links, it is going to be difficult to get any of those links to send people to your site.
The most powerful method to use is "anchor text." Anchor text is simply what's printed inside the link. It's the copy written on the outside of the web page that catches a person's attention and gets him to click on the link.