Working from Home News
The Power of Publishing vs. Paid Ads
The internet is divided into three categories of people, Surfers, Advertisers and Publishers.
Working from Home News is a Publication and Zo Nicholas is a Publisher. In fact whoever sets up a website and makes it available online is a publisher. The advantage of being a publisher is obvious: we are the owners of pages and websites where we can lease out space to Advertisers. Advertisers are looking for popular websites which attract a targeted audience.
Working from Home has to do with Publishing; unless you do your business just within your four walls, you need to go out and make yourself, your services and products available to customers and prospects.
Publishing your website based on a blogging framework or a Content Managed System (CMS) is easy, quick and efficient. You decide upon the content of your website and you are free to sell advertising space. However, you must make sure that surfers find your site and there are two basic ways to reach visibility.
1. Advertise your website on other people’s websites
2. Aim top 10 organic positions on search engines.
What’s better, easier, cheaper and what is more efficient?
For the purpose of this argument let’s just look at Google Ads and organic top listing on the Google Search Engine.
An Ad placed on Google Search return pages is an easy solution to occupy space on Google Search Return pages; that’s however not the end of the story: the ad needs to lead to a web page either of yours or of the merchant you promote. Google Ads are paid means to reach visibility. Cost is function of the value of the keyword, the positioning of the ad and of the number of clicks it generates as well as the conversion of views to clicks.
Setting up an ad is easy by following just the Google Wizard for this purpose. The appropriate keyword search and the market analysis are similar to the elaboration of a web page. So, in fact the task of advertising remains as difficult as to set up a web page, with the difference that you pay fro top positioning while your website may take time to reach top 10 listings or it may even never make it.
The incredible advantage of Organic Listing
Visibility is a matter of occupying space, the more the better and the space has to be well located, ideally on the first page of Google Search returns. Google search return pages have 10 organic slots on the left side and often 5 to 8 slots on the right side for Google Ads. Without entering into the discussion about which are the best slots on the page, let’s just look at the basic numbers game.
Assume the Google Search return page generates 1600 clicks per day and assume that there are 6 ads on the right side, then every slot gets on average 100 clicks daily. It’s now obvious that the more slots you occupy, the more clicks you harvest.
Click on the screen shot below to see a live example where we occupy 3 slots on the left side, occupying roughly 20% of all slots on the page. Note that the search for Working from Home News returns 444,000,000 results.
Working from Home News on Google
The above example shows an incredible advantage organic Google Listing can produce: you may occupy more than just one slot. In fact depending on your publishing cadence it may well be that your entry expands into two and you double thus the probability of getting clicks. YORGOO Publishing is positioned on rank 1 and two while Yorgo Nestoridis is at the bottom on rank 10, all without paying a dime for visibility and clicks.
Imagine if we could expand the bottom position as well!
The Cost of Advertising vs. the Value of Organic Listing
Under the above hypothesis, lets assume each and every ad gets 100 clicks per day. Google clicks cost minimum 5 cents, in the present case the cost for the advertisers may well be 50 cents and more per click. 100 clicks at 50 cents per click result in a daily advertising cost of $50. Multiply it with 365 to budget your yearly campaign and you end up at: $18,250 per year.
Logically and under the above assumptions, the value of each top 10 listing is the same as the cost of ads . Imagine now the value of 3 top 10 entries: 3 x $18,250 or a total of $54,750 per year.
Here comes the big two questions: can you afford advertising and harvest the full potential of Google’s traffic generation or does your budget run out after a fraction of total possible traffic has been delivered? Remember, it’s like the traffic generated from viral traffic programs: when you run out of credits, your marketing and your visibility come to a halt.
The second question: Working from Home, can you afford not to focus on Publishing?
Max out on your marketing by multiplying the slots you occupy: if you buy one ads slot and then your site grabs another slot on the organic top 10 listing, then it is as if your marketing budget is cut in half, since you get over all double the number of clicks you pay for. Or the other way around: your marketing cost per click is half of what your competitors pay, provided they just work with Google Ads.
The Dilemma for Network Marketers
Competition on a keyword increases the price as marketers will have to place higher bids to grab the best advertising positions. On the above page there are 4 (out of 6) paid ads placed by independent distributors from the same Network. Individually they compete against each other before competing with the market and they drive individual cost per click up, giving them a clear disadvantage. The individual advertisers often do not dispose of sufficient means to pay for 24/7 visibility and therefore their personal results are not satisfactory.
From a Network’s point of view, the situation is different: for as long as there is 24/7 advertising paid by individual distributors, the network as such gets the exposure and the benefit of all those small advertising budgets at no cost to the network company (or the up line distributor).
The Dilemma of these individual distributors is in fact that they often dispose only of replicated web sites and other replicated advertising materials imposed by the Merchant or by the up line organization. These replications are totally Google inefficient on an individual level as Google will not list them. Distributors have thus no alternative than to participate in joint advertising campaigns. Drop-outs are the logic consequence and a logic consequence is also further recruiting for new distributors taking the place of the drop-outs.
There is only one viable solution to the problem: Individual Distributors must publish in a customized and search engine efficient way to maximize the impact of their advertising Dollars and efforts.
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