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The fact that people looking to spend money use particular words and phrases in the search engines has given these "keywords" a value in this age of information. For example, if someone types in the keyword "injury compensation attorney" into a search engine they are likely to be looking for a lawyer who could help them win compensation for an injury of some kind. In many such cases the courts award substantial payouts and a percentage of this award goes to the lawyers. When we are talking about hundreds of thousands of dollars and often millions then even if the lawyer takes 20% they are still onto a huge fee if they win the case and get the business in the first place.
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So a lawyer who is active in this area may well be prepared to pay a lot of money for a sales lead and he can get these leads via the search engines using pay per click advertising such as Google's AdWords system. In this system people set up little ads called AdWords to appear on Google's search results pages and bid to get their ads appearing when a specific phrase is entered into the search box. In general, the higher you bid the higher your ad will rank on the page and the more traffic you will get to your website.
Whenever someone clicks on your ad, they go to your website and Google charges you for the click.
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Google extended this system a few years back by introducing AdSense which allows web publishers to host these ads on their own sites. In this case, if someone clicks on an ad, Google again charges the advertiser but this time it shares the income with the web publisher. Thus it easily allows publishers to monetize the content of their site.
This process gets interesting when you consider that AdSense automatically delivers ads to your site that are relevant to its content and therefore if you have a website about a valuable topic such as injury compensation you may well see ads from lawyers seeking new clients. These lawyers often pay a lot to advertise on your site which means clicks on your ads can earn you many dollars a time. If you have a website about a valuable topic, i.e. that includes keywords that advertisers are bidding highly for in the AdWords advertising market place, then you will probably attract high paying ads. If on the other hand you write about topics that are non-commercial you probably won't make much money from your ads at all.
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What this process has led to is the detailed anaylsis of the value of different search terms - "keywords" - and many people now sell lists of so-called high paying keywords as a full time business. Prices of keywords are highly dynamic and depend purely on the supply and demand for advertising space on the search engines and on websites. Advertisers are continually making adjustments to bid prices too which can have an immediate impact on the potential earnings from any given ad. However, researching keyword values and then creating new content on your site based around these higher value words is likely to attract higher paying ads and can be a very profitable business.
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