I've always wondered what are the risks and costs, I've heard they are not cheap. That is the truth. If you've ever wondered how Google can do without ads or offer their apps for free.

A friend of a client that I talked to said that they pay around $1000 a day to Google, on top of their cost of the in house geeks that keep track of their status, to make sure that all of the possible keywords put them at the top.

It was the proverbial crap my pants.

Remember, this is one company, with one slightly unique West Coast niche that I can't say. 365 days x $1000 x all the other possibilities. If you don't have a niche the cost is more for more common top hits.

Clarified butters.