Well, we’re probably all aware it doesn’t work quite as well as it used to.
In the good old days (pre Florida), you could still knock up some content of between 250-500 words, mark it up, point a few high PR links at it, and you were done. In all but the most competitive categories, that was enough to get you top ten, most of the time.
Not any more, in Google, at least.
There’s been a lot of speculation about what is required now. It’s fair to say that a number of leading commentators have settled on two factors as being key: inbound links, and actual visitor behaviour.
I’d add one more tip: PPC will directly affect your SEO.
In this Clickz article, Mike Grehan asks: “Links are good. But you can only get links from other people who have Web sites. What about the millions of end users who don’t have sites? The only way they can show a search engine their approval of results’ relevancy is by voting with clicks”.
And what is one quick and easy way to get clicks? Actually, let me re-phrase that: what is one quick and easy way to aquire a visitor behaviour score?
Any new site not doing PPC is missing the boat. Big time.