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you can start getting visitors to your site right away but there is a high monetary cost involved, and that’s where the developer needs to decide what strategy is best to implement. A good strategy to implement can be seen in Figure 4.7. Along the x-axis we can see the Time variable, and along the y-axis we can see the number of Visitors variable. Both, PPC and SEO, may be implemented simultaneously (in parallel) so that you can start getting visitors immediately through PPC and at the same time be implementing a SEO techniques for the long- term. Visitors PPC SEO Time Figure 4.7: PPC traffic vs SEO traffic over time. In the beginning, the site will not be ranking high on the search engine results so the number of visitors will be low, but with the right SEO implementation and with time, you can expect to see a constant increase of visitors to the point where the total number of visits to the site is the same or greater as PPC. Once this point has been reached, the site owner can then scale back on PPC and focus more time and energy on the SEO, further guaranteeing free traffic from high rankings on the search results. This idea can be seen in Figure 4.7 above. Hence, effective keyword generation can be considered the most critical component when implementing SEO. Also, all keywords are not created equal; depending on which ones you have identified as possible candidates, some will be much easier to rank for and other keywords will be nearly impossible to achieve top positions on the organic search results. 55PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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