Doing the Google Juggle

I call it the "Google Juggle". Much has been written about the power and success of Google over recent years (including a monumentally successful IPO). Although Google is constantly attempting to re-invent itself through creative applications and corporate acquisitions, its core business remains Search. Search is its strength and Search is its largest revenue stream. Google is dominant in both Organic (free) and Pay-Per-Click searching.

Successful SEO involves the constant juggling of PPC and Organic search. It's a balancing act. The Google Juggle! The ultimate goal is to eliminate or minimize PPC as a result of Organic Search Optimization.

The formula from Google's standpoint is fairly simple. The greater your organic search success, the less PPC revenue for Google. Conversely, the lower the organic or natural success, the more you must rely on a Pay-Per-Click campaigns. Since Google controls both sides of the equation, the site owner is left to do the "Google Juggle". Since Organic Search does not provide any direct income to Google (or any of the other major Search Engines), it is in Google's best interest to make sure that you rely on at least some PPC for your overall SEO Success. No one is saying (at least not this author) that Google intentionally represses your position in their organic search engine. Let's just say that the Formula for success is more closely guarded that the formula for Coca Cola.

During the initial phase of the Google Juggle, the PPC 'ball' is more prominent than the organic one. Realistically, it can take 6 to 8 weeks for a site to begin to crawl up the search engines after initial submission. So you should plan on a fairly robust (Read <> Expensive) PPC campaign. Google does a great job in managing your budget on a daily or monthly budget. Say you can afford $300 for your first month's PPC. Google will dole out your Paid Links so that they eat up about $10 of your budget each day. If you can afford more, Google will gladly spend it.

Now comes the fun part. As your organic searchability begins to 'kick in', you can rely less on the PPC ball and start throwing the organic ball higher in the air. As time goes by, and assuming you follow a well-designed Organic Search strategy, you can rely less and less on PPC and possibly eliminate it altogether. This would be the dream ending of your Google juggling act. While Google is still your main source of web traffic, it will be at little or no cost. But remember, Organic Search is hard work and relies on a disciplined and deliberate approach.

[Via - Doing the Google Juggle]