Tuesday, August 3, 2010

Combatting cybersquatting with Per Per Click

I've been posting recently on the subject of cybersquatting and what you can proactively do about them (assess their impact , create a company domain name process and engage in some Search Engine Optimisation to gain the upper hand).

In this final posting I'm going to suggest an approach to use when all this activity has been exhausted... something that really you should only consider if the cybersquatters are using a domain that is affecting your brand and that has gained a position above your URL in search engine results on your key brand terms.

Pay-Per-click (PPC) activity is a great way to build traffic to your site (and generate online revenue, if that's your business model).
Firstly I should state that engaging in Pay Per Click adverting (PPC) in search engines has no effect on SEO efforts. However it can also be use used to detract visitors away from your competition and also therefore cybersquatters. 

This is not an entirely guaranteed way of distracting users and a lot of search engine users automatically (subconsciously) screen out the adverts in search results in their mind (e.g. those across the top and down the right hand side in Google, etc. are not even seen by the users)  and you should also work to improve your organic site rankings via a proper SEO approach.

Obviously on no account would I recommend or even suggest paying to advertise on the squatted site, it just encourages this sort of activity. In fact some of these sort of sites even make some of their money by having PPC links in them as extensions of the search engine advertising mechanism. You should therefore  ensure that your PPC campaign doesn't use this extended network of advertising and is restricted just to the main search engine you want to target.
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