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Dear Bruce,
BRUCE ARNOLD is sending you this newsletter to help
you make better use of the
Internet for business results and personal success.
This is a complimentary publication. You
can unsubscribe at any time by clicking the
SafeUnsubscribe(tm) link below.
In cyberspace, happiness is "qualified
traffic". In this issue, we are going to share SEVEN
WAYS TO GET MORE QUALIFIED TRAFFIC for your
website.
1-of-7: Search Engine Rankings
99% of all Internet users rely on search engines to find
what they are looking for. Not word-of-mouth,
Consumer Reports or the Yellow Pages ... SEARCH
ENGINES. 97% of all that traffic goes to the websites
listed in the first 20 positions of any given search. And
80% of that goes to the sites with TOP 20
rankings on the TOP 10 search engines:
AllTheWeb, Altavista, Google,
HotBot, Lycos, MSN Search, Yahoo, etc.
So, if you want to increase qualified traffic coming to
your website, the first and best way is to get TOP 20
rankings on the right search terms on major search
engines. And how do you do that?
Contrary to the propaganda that may be
cluttering your inbox, TOP SEARCH ENGINE
RANKINGS CANNOT BE BOUGHT.... THEY MUST BE
EARNED. And they are not earned by offering the
brightest idea, the cheapest deal, or the flashiest
presentation. Rather, they are earned by submitting
well-designed web pages, systematically optimized for
Pervasive Positioning, as we explain further here:
http://www.pervasivepersuasion.com/
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2-of-7: Incoming Links |
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"Natural" search engine rankings, like those we just
discussed, are computed based on sophisticated
rank algorithms involving hundreds of on-page
and off-page criteria. One of these criteria is link
popularity, which is usually a function of (a) the
number of other websites that publish links to the web
page being ranked, and (b) the
ranking or popularity of the referring page.
As we discussed at length in last month's newsletter,
incoming links are important not only because they
channel traffic to your site, but also because they
impact
search engine rankings: High link popularity does not
guarantee a TOP 20 search engine ranking, but low link
popularity can preclude one.
A Link Resources page is key to promotion of incoming
links and thereby increases in link popularity, referral
traffic and search engine rankings. A Link Resources
page that provides HTML linking code makes it easy for
other website owners and webmasters to link to your
site, and the easier it is, the more likely they are to
give you a link. Here is a sample Link Resources page:
http://www.pinecrestbusiness.com/links.html »
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3-of-7: Pay-Per-Click Ads |
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The best place to have a link to your website is on the
first page of search engine results, and there are two
ways to get there: The first and best way is to earn a
natural search engine ranking through pervasive
positioning. The other way is to pay the search engine
for a "sponsored listing" on specified keyphrases. The
cost of such listings are computed based on the
number of users who click your link, hence the
phrases "pay-per-click ads" or "PPC advertising".
Even with pervasive positioning, rarely can a single
website maintain TOP 20 rankings on every conceivable
keyphrase across every major search engine.
Consequently,
pay-per-click can be an attractive complement to
pervasive positioning, and the results it
delivers are immediate, as we explain further here:
http://www.pervasivepersuasion.com/pay-per-click-ads-mgt.html »
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4-of-7: Newsletter Publication |
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If you have something to say--and the skills or
staff to say it--an online newsletter can be a very
effective way to "push" your message out to interested
readers, and "pull" them into your website as qualified
prospects. The objective should be to (a) provide your
subscribers with valuable informational content, that
(b) complements or reinforces your value proposition,
through (c) an aesthetically pleasing format, with (d)
channeling directed through alluring architecture.
Publishing your newsletter in HTML format facilitates
the creation of newsletter archive pages for your
website. Such pages add depth and
breadth to your website content, improve keyword
matching potentials, and
further increase incoming search
engine traffic. For example, our newsletter archive
pages are posted here:
http://www.pervasivepersuasion.com/web_newsletter.html »
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5-of-7: Forum Sponsorship |
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If your value proposition involves or can be
complemented by issues or events with broad
applicability across your target market, an online forum
can be an enlightening and entertaining way to channel
traffic to your website.
Online forums are essentially electronic bulletin boards
where people can post messages or reply to other
postings. Open forums can allow anyone to post
anything, subject to (a) the settings of the forum
software, (b) the rules of the forum sponsor, and (c)
the edits or deletions of the forum moderator. Other
forums may require passwords for access, or
pre-screen submissions prior to posting. Here is an
example
of an online forum:
http://pub42.bravenet.com/forum/3562429698/ »
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6-of-7: Email Referrals |
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Email referrals are the cyberspace equivalent of
word-of-mouth advertising. And as with incoming links,
the easier you make it for people to do, the more likely
they are to do it.
How do you do that?
Tellafriends.com is one of several web resources for
encouraging as well as enabling email referrals. To see
how their utility works, click the "Email This Page" icon
near the bottom of this web page:
http://www.pervasivepersuasion.com/florida_business_websites.html »
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7-of-7: Repeat Visits |
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In the world of brick and mortar, the ability to generate
repeat business is often the difference between
success and failure. Likewise for many websites, a
growing base of repeat visitors can be crucial to
long-term viability.
In cyberspace, the best way to "bring'em back" is to
make a good impression in the first place! To do so
requires persuasive messaging, and professional
presentation. Along with
pervasive positioning, these are the essential
ingredients of winning web design. With them, a small
business can look Fortune 500. Without them, a global
enterprise can come across like a spam merchant.
What kind of impression does YOUR website make? »
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