Pay Per Click and Search Engine Optimisation
Google just sponsored a study completed by Enquiro Research. This research was done on Honda where a test brand was used to determine the brand recall of the pay per click advertising. Apparently the study showed a 16% uplift in brand recall when the keyword “fuel efficient cars” was used. The brand owners are trying to boost brand recall by paying for a listing on keywords. It seems that the organic position is usually off putting because of the per click cost of the additional position. This means that even with a high relevance in the site it is not necessarily properly placed organically. So many are trying to obtain a low cost per click for paid listings while getting that high score they need.
When the keyword quality is high, in other words when it makes sense and the quality doesn’t just through in the words with out sense, the cost per click is usually low. The idea is that the companies are trying to make it so that the articles and content are content based over keyword based, but that the keywords are still prevalent enough for the ranking score. When this is attained the cost per click is going to go down because the content is worth the position.
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