Okay, SEP is a lot of work. Isn't there any other way to get close to the top ranking? Well, there is. You many not be able to get the #1 ranking in the search engine you choose, but you can purchase advertisement located directly next to the top rankings in your keyword of choice! Or, you can attain prominent placement via other banner advertising and content sponsorships..

Even if you are achieving top rankings, you should also consider purchasing text links as a part of your total SEP strategy. By offering users several places to access your Web site, you increase your odds of attracting a targeted audience. It's a complementary strategy designed to get you even more traffic.

When you run a keyword search, do you ever notice how much information is presented to you besides the ranked sites your requested? If you look between the banner ad and the automated search result, you may see text links that appear to be editorial recommendations...all related to the search you just performed. Besides the text links, you will also see strategically placed "sidebar ads"alongside the search engine's automated results. Many of these are available for purchase. This area of the page is a blend of editorial and advertisements, creating "advertorial" opportunities not normally seen in the print world.

Purchasing text links instead of banner and sidebar ads can be a strategic move for three reasons:

# They often appear more "editorial looking" than banner ads, enticing users to click on what they think is objective information.

# They can help you reach more users since some users choose to hide all Web graphics (for faster surfing or because their companies require it), and thus will not see banner ads.

# They are often a more cost-effective buy than banner ads since the text links cost is usually much less than banner ads, and the click-through rate may only very slightly (some venues even claim a significantly higher click-through rate on links than banners).