Marketing industry commentators have noticed a further substantial increase in attempted click fraud rate in recent months. A recent report by Click Forensics indicates that the overall industry average click fraud rate was 18.6 percent, up from the 17.4 percent reported for the first quarter of 2010 and the 12.7 percent rate reported for the corresponding period last year. Some countries are more prone to these attacks than others.

Click fraud could be a cause of concern for a business using pay-per-click media. It may still be a rare abuse of bought advertising but it is becoming more common. It has even led to legal action by one company against Google allegedly arising from wilful action by a rival company, deliberately clicking on the plaintiff’s adverts to increase the quantity of charged clicks for no benefit. It may be that with worries|concerns|problems related to bought advertising, it may be time to consider a different method, such as search engine optimisation. Your company should already be using search optimization plans to raise natural search engine positioning of its pages, but it could be the time to expand the effort in that direction. Search engines still dominate the way that many prospective customers search for services, so it is vital to attract prospective customers by making your organisation’s website more prominent on a search engine’s results page. There is enough anecdotal evidence to suggest that many searchers consciously bypass sponsored results and concentrate on those with a high natural search engine positioning. All the more reason to make the most of what search optimization has to offer.

The nature of search engine optimisation is that there can be competition from rivals for popular keywords but it is not as troublesome as with services such as AdWords or the equivalent services from other search engines. Any trustworthy search optimization company that you use to promote your organisation’s
website will be realistic about the length of time it takes to have a visible influence on your rankings. Some basic mechanical adjustments can have an influence on even well-established websites, especially those that have somehow managed to overlook the basic things that any experienced webmaster should consider as second nature, such as titles and suitable descriptions on each page. The sort of adjustments that may be demanded to improve page loading speed may take longer to implement but can also be successful.

It is the off-page promotion that your optimisation professional needs to do that takes time. The production of items created to comment on matters related to your organisation’s website is a long-term strategy but should be productive without any interference from rivals.

It can be hard to decide whether some types of click fraud are truly fraudulent, as the generated clicks may arise from low-cost pay-per-click advertising. One way to avoid this concern is to rely on the use of search engine optimisation methods to improve your natural search engine positioning. This can attract more visitors at any time without being greatly impacted by the actions of rivals or being involved in bidding wars for popular keywords in the pay-per-click systems.

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