First, result is visible at once. Within a half an hour you can organize a campaign, transfer money to the open account, program refers correctly, and watch the process of the statistics curve changing, which is rising up to the desired point. Secondly, "You pay only for the real and purpose customers." This statement, it would seem, can't be not agreed with. If relevant search words were picked, so it becomes difficult to feel some doubts, that the audience would not be a purpose one.

Undoubtedly, as it was said above, the results of context advertising are seen at once. And they look pretty well. However, there are some words "but". The first is that you need to have a clear idea of that where the visitors come to site from. The majority of search engines place their context advertisements not only on their main site, but also on the affiliate sites. However, many of search engines, especially Russian ones, don't use the services of affiliates. Affiliates are either sites of small, or local search engines, or rather popular sites of definite theme, which receive definite interest on each visitor, who enters then the site of advertiser. It's obvious that having such a system; affiliates feel advantage of receiving higher traffic. Not all the affiliates achieve this by means of honest methods. Therefore, there natural question arises - how to check the "quality" - effectiveness - customers. The easiest method is the analysis of sessions of customers, who came from such advertising campaign. If customer is really related to purpose audience, so he (she) must visit at least a couple of pages, that is each visitor must have at least a couple of hits. For instance, if visitor searches for "car sale", and your site is the site of a car sale-room, this means that proceeding from essential laws of human psychology, the visitor's sight will be attracted by sought words - in such a manner the hit will be formed in statistics.

If traffic is "counterfeit", therefore the multitude of sessions will be "empty", i.e. the time of such session, as a rule, equals to 0 minutes 0 seconds. Of course, even normal and honest traffic have empty sessions, but this is rather an exception than a rule. The conclusion concerning abnormality of traffic must be made only if you have information, with which you can make a comparison.

The conclusion must be made only if you have certain information about average time of visitors' staying on site, their behavior (if there are some stereotype ways of browsing a site, average depth of site's viewing and so on).

If there is any doubt as to traffic's honesty related to context advertisements, so the following question you need to solve is related to that how effective are these visitors. Under effectiveness of new visitors you may understand different actions, i.e. this parameter is individually determined by each company. If current site is an Internet shop, so the effectiveness here is determined quite easily. The most obvious criterion is the percentage of visitors, who came by context advertisements and ordered a product.

If site is imagery one, so you can understand visiting of some separate pages of a site or time spent by visitor on a certain page as an effectiveness index. Separate question is the cost of visitors, who came by advertisements placed on search engines. It would seem that an answer to this question is absolutely obvious, since there is an amount (bid) set for each separate word. Thus, for instance, if bid is set at $0,05 and attracted 20 visitors to site, so we definitely know that an amount will equal to $1. Really, you should better put the question about cost of visitors, who came by context advertisement, in a different way. How much does each effective visitor cost? If advertising campaign is performed by several words, so, the cost of such words will rather be diverse (depending on their popularity). Therefore, total amount, spent for definite period of time, must be shared between all visitors we defined as "effective". In different cases real visitors' effectiveness may dither in quite large margins. But, applying the Paretto's law to psychology of the masses, we may say without any doubt that effectiveness, which is higher than 20%, is a great rarity.

Therefore, continuing considering our case, only 4 of 20 visitors will either buy something on site, or read definite text. This means that real cost of effective visitor doesn't total $0,05, but $0,25 - i.e. five times as higher.

At proper approach to optimization, the results can be quite different. Proceeding from the visitors' behavior explorations, up to 90% of visitors obligatory look through the link placed on the first position of search engine results. Therefore, if keyword, which a page was optimized on, is quite frequent, so traffic can be very impressive. And the cost of effective visitor after optimization will be significantly lower (approximately 3-4 times as), than cost of effective visitor, who came by context advertisement.

Comparing attractiveness of a context advertisement with a link in immediate results of search engine, so the latter will take leading places, and what's more, at a great advantage. By the psychologists' review, studying visitors' behavior in search engines, hardly 5% of all visitors look at context advertisements. Therefore, if site is not optimized, and you'll be using only possibilities of context advertising, so significant part of a purpose audience will be lost.

Context advertising, as far as it wouldn't seem to be a budget solution for traffic enlargement, can perform a role of a supplementary tool. Its use is worth while doing, if keyword is too low - frequent to make a full optimization for it.

Before the beginning of the general discussion let's characterize a reciprocal link and consider the mistakes concerning them. A reciprocal link is a text or banner link to a site that has a parallel link to your site.

A reciprocal link isn't a quick method to bring more intensive traffic. There are sites which have more than 100 banners and text links on one page. Think about how much traffic the sites, listed on this page, got from those links. Linked sites mostly propose the same: a mixture of links and graphics put together roughly, many of them broken or outdated, not useful for the relevant sites.

Important notes
Your site's pages must have relevant inbound links for additional traffic flow. One of the best way to get relevant inbound links corresponding your site's content is to exchange links with directories containing categories that are relevant your sites content and put counters that show your site's URL in top sites ranking, which also correspond your site's content. For instance, you can add your site in UptimeBot Friends directory here: http://www.uptimebot.com/friends.php. You can add a counter to get one or more relevant links at http://www.top100categories.com.

Search engines count text relevance by building a frequent words raw. The more frequently this word is found in text, the higher relevance as for the user's request it gets.

Potential audience rate Keywords should be picked at information search with respect to the frequency of their use. As a rule, people use first taken into head words. Exactly these words should be oriented on.

However, the highest document relevance to request appears when not only separate words match, but also separate phrases as well. It is desirable (but not necessary) to include only keywords to keyphrases.

As key you should pick phrases, which can be used by potential audience at information search with highest probability. Competitiveness???

The higher relevance keywords have, the higher competitiveness they give the document. However, competitive resources relevance level, due to outer factors (popularity, outgoing links quantity) can be evaluated by search engines much higher. In this occasion it is better to use synonyms or words related by meaning.

At deflection from the most popular keywords group, there goes the decrease of potential audience size by several orders (1-3). It is important to take into consideration potential audience rate, which uses keywords for search, the document oriented on. Otherwise, the document will be oriented on extremely small audience.

The use of commonly used words (car, book, commerce) embraces almost all net users searching for information upon these themes. But, competition then will appear between all resources upon this theme.

More specialized words (carburetor, folio, overdraft) will reduce the competition level, but the audience size then will decrease. At work with keywords the potential audience rate will also be dependent on the phrase size. The longer phrase the document is oriented on, the lower the competition level, but, as a result, the audience rate is lower as well.

You should pick keywords in such a manner in order to receive the resources list (first10) performed by search engine, and part of these resources (style, information) will give to positioned document in.

This doesn't mean that you may enter first10. There is a number of factors, the most important of which are outgoing links and attendance.

There are a lot of ways to raise Page Rank and many ideas there are in the web about how the links from the pages with high PR can be sold. And now it has happened, SearchKing company put a paying service by selling textual links from the pages with high PR. SearchKing fixed following prices: placing the links with the heading of 5 wards and 10 wards of describing at the page with PR=9 will be cost 299$ monthly. Placing the link on the page with PR=7 costs 169$ a month.

But anxiety appears, that distribution of this kind of business can strongly decrease the quality of algorithms work, which use Page Rank as one of the basis criteria. Probably, Google won�t approve such way and, in principle, can nip all in the bud just by null PR to SearchKing sites or excluding them from its database.

By the way, there is one more interesting item. SearchKing in its price-list doesn�t agree how many links will be on every page with high PR. But it is known that the more links are on the page, the less effective is every of them. We can even suppose the possibility of the variant that there will be such amount of commercial links on the page, that the effect of every of links will be comparable with the effect of free links exchange with the site with low PR. But it is only theoretically, most likely such variants are considered and solutions are found.