SEO: Search Engine Optimization Bible

 link

 image_link

 product_type

 upc

 price

 mpn (Manufacturer’s Part Number)

 isbn

 id

Some product PPC programs will require XML-formatted feeds; however, most will allow text

delimited Excel files (simple CSV files). This means you can create your product lists in an Excel

spreadsheet, and then save that spreadsheet as text delimited by selecting File ➪Save As and

ensuring the file type selected is text delimited.

Service pay-per-click programs

When users search for a service of any type, such as travel reservations, they are likely to use search

engines related specifically to that type of service. For example, a user searching for the best price

for hotel reservations in Orlando, Florida, might go to TripAdvisor.com. Advertisers, in this case

hotel chains, can choose to pay for their rank in the search results using a service PPC program.

Service PPC programs are similar to product PPC programs with the only difference being the type

of product or service that is offered. Product PPC programs are more focused on e-commerce prod-

ucts, whereas service PPC programs are focused on businesses that have a specific service to offer.

Service PPC programs also require an RSS feed, and even some of the same attribute listings as prod-

uct PPC programs. Some of the service PPC programs you might be familiar with are SideStep.com

and TripAdvisor.com. In addition, however, many product PPC programs have expanded to include

services. One such vendor is NexTag.

In addition to the three categories of PPC programs discussed in this text, there is an

additional one. Pay-per-call is a type of keyword advertising in which search results

include a phone number. Each time a call is connected through that phone number, the company

that owns the number is charged for the advertising, just as if it were paying for a traditional pay-

per-click service.

Understanding How PPC Affects SEO

There’s a lot of debate about how an organization should use organic keyword marketing versus

the way those same organizations should use PPC marketing. And there seem to be two (and pos-

sibly three) distinct camps about what should and shouldn’t happen with these different types of

marketing.

TIPTIP

79

Pay-per-Click and SEO 5

75002c05.qxd:Layout 1 11/7/07 9:36 AM Page 79