 | |
7 Deadly SEO Mistakes, Part 1: Friend, Welcome to the first part of StomperNet's "7 Deadly SEO Mistakes" course. Deadly SEO Mistake #1: Keywords Identified but Not Tested We know you're reading this because you're serious about building your business with free traffic, and we're committed to helping people just like you. That's why we've included a free bonus case study video to go along with your course. It's one thing to "talk the talk" but it's important that you see what can happen if you "walk the walk" and actually do this stuff. Click above to read this part of your course online and see the free bonus case study video, or you can read part one of your coursebelow (and miss out on the case study video above): SEO and PPC are "joined at the hip" when it comes to marketing your website, because you can't do one effectively without the other. Need proof? Have you ever optimized a site for a keyword phrase, received a good amount of traffic, but the conversion just didn't happen regardless of the numerous changes you made to your landing page? Frustrating, wasn't it? It probably wasn't your offer, it was probably the traffic. My fellow StomperNet Faculty Member (and Keyword Expert) Dan Thies often teaches that some keyword phrases have commercial intent. Others don't. So, how do you figure out which keyword phrases have commercial intent when it comes to your offer? Simple. PPC. It's surprising that so many SEO professionals falter at this basic first step towards getting quality traffic to a web site. That is - you must test your keyword research. There are so many tools that perform keyword research these days (including Google's own Keyword Tool), so there isn't an issue of not being able to FIND the keywords to target. The issue is folks not knowing what to do with them once they've been discovered. Perhaps the phrase "keyword research" makes people dive into an endless "sea of keywords." They soon find keywords based on "relevance" and "traffic volume" and think they've found the Holy Grail. They grab everything ... generic, long tail, short tail, monkey tail ... well, you get the picture. Soon they have an "impressive" list of keywords which will potentially get millions of visitors to their site. And there's my favorite word: potentially. Did you know the word potential has French roots? The literal translation is "you're not worth a damn yet"... Seriously. Another fellow StomperNet Faculty Member (and testing expert) David Bullock states that more than 85% of all keywords researched and used for marketing campaigns fail to convert a single customer. So why are there still massive lists of keywords generated? Maybe we just don't know any better. That's just an excuse and excuses suck. Let's get to the bottom of it. For each keyword there is a host of data that is available, such as cost per click, change in cost per click, advertiser competition, monthly search volumes, average search volume and blah, blah, blah. It is easy to get lured into number crunching, formulating budgets and planning campaigns. Yawn. There's a better way to measure the effectiveness of a keyword phrase. Test. Until the keywords have been tested you don't have anything concrete that proves whether a keyword will actually bring sales to your site. And, yes, testing includes your landing page's effectiveness in converting the traffic into customers. And excuse my directness, but if you want to be stupid and SEO all the keyword phrases and wait weeks or months to get a good enough ranking to actually measure the traffic being sent, well, that's your business. (That is, if you still have one by then.) The best way to test a keyword is to run a PPC campaign pointed to your landing page and measure the effectiveness of the entire process. The keyword, your landing pages, sales funnel, etc. To trust one's intuition can be very expensive, so before you venture off and take on a PPC campaign, make sure you've watched Dan Thies' AdWords Triangulation Method (which was a Going Natural Video released in May 2008). This isn't rocket science, but you have to follow along to get it right and avoid pulling your hair out. Just look at David Bullock, he's living proof that you need to follow the model. So, after running the PPC campaign, you know which keywords made you the most money, and you simply SEO the keywords which haven't been SEO'd and you should be able to nail down Top Ten rankings in 30 days or less. This way, you only SEO the keywords that you know make you money. Therefore, your efforts are never wasted. What about the other way? SEO to PPC - how does that work? No matter how good the keyword research tool you use, it can't give you all the keywords searchers use. But you have the data. Your log files. Look at your conversions organically and target those keywords which may only get a handful of searches but convert well. Inject those into your PPC campaigns and capture additional customers. There are many examples of keywords that seemed certain to work for a site but turned out to be trash. Or a friend shares with you the keywords which convert for them, and you use them on your site, and they fail. What gives? It's all part of the process. Different people are attracted to different offers. That's part of what makes us human. So if a site is successful with a handful of keyword phrases, don't automatically assume that you will gain conversions by using them - even if you are in the same industry. Your offers will be different and your sites will have different styles - all of which come into play with the prospect. All of which directly affects conversion. Remember you don't want to just drive traffic to your site, you want traffic that converts to customers. And a brief PPC campaign will help you quickly verify whether the traffic converts or not.
That's it for Part 1. We hope it opened your eyes a little bit when it comes to keeping your keyword selection focused on what's important: making more MONEY. Rankings are great, but it's not about vanity. If searchers aren't buyers, who needs em? But that's just PART of the bigger puzzle. What if you have the rankings, and you know your keyword SHOULD convert, but you just aren't getting clicks. The next 2 parts of your course are all about the fine art of making your rankings get you CLICKS. We're going to start with the well known (but often misunderstood) Title Tag, and you're not going to want to miss it. If you've read this far in the email, you may have missed the free case study video. It's important to have a goal in mind when you're working on your business. Check out this case study and see what's possible when you're able to work on your business with CONFIDENCE in your strategies. Until next time, ~Andy Jenkins and the
Coming Next: "Deadly SEO Mistake #2: Title Tags Written for SEO instead of for Prospects" | See "Going Natural 6 Part 1: LSI is LAME!" Leslie Rohde's "LSI is Lame" SEO video is available right here. Check out what others have said so far!: "Wow, this is definitely going to be a big shocker in the SEO world... -Alex "Yep, you're definitely catching a little heat Andy! I'm sure it will be worth the wait though. I got sidetracked on the LSI tangent a while back. I'm glad you guys are setting the record straight. I'm so glad I'm a Stompernet member!" -Brent |
| Copyright (c) 2009 StomperNet LLC. | |
If you no longer wish to receive our emails, click the link below:
Unsubscribe
StomperNet, LLC 3379 HWY 5 Suite A Douglasville, Georgia 30135 United States (888) 325-7845
0 komentar:
Post a Comment