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Posted on April 30, 2008
Your websites position within the natural search engines results will dramatically affect the success of your site.
The higher your site is positioned within search engine results means you are going to increase your websites exposure. This does not mean you are going to get a enormous increase in traffic or, guarantee the quality of the traffic.
It can be as beneficial to be positioned 3rd or 4th as being in number one position. Top position will generally get the clicks, though not necessarily the highest quality traffic. High quality traffic will often navigate further down the search engine results page. This becomes more evident when setting up a paid search campaign.
When managing a paid search campaign the rule of thumb is the more you bid on a term (there are other elements that effect top position though bid price is still a key factor) the higher your position will be in the sponsored links. If you're the highest bidder at $1.00 – each time you get a click it will cost you $1.00, this means top position is going to cost you the most in clicks, and drive the most traffic to you.
However what is the quality of this traffic? A high percentage of this traffic will be people simply doing research, possibly using the wrong search term then clicking back out of your site, general time wasters. The result is that you are spending money on dead traffic!
Positioning your results further down the results page can actually help "qualify your" searcher. A quality searcher will not always click on the first result they see, they will often review all the results on a search results page and click on the ad that most suites their query. This then means that you don't have to bid maximum price to get the best quality traffic, you can spend less for a better return.
Depending on your business goals, top position will help you build your brand and get you more traffic. However for more qualified traffic that is more likely to convert, position your self in the top 5 search results, not number 1.
Before you write a WORD of online sales copy, remember...
1. Most prospects will never read your entire sales message from beginning to end: Instead, they will scan the parts that interest them and skip the rest.
Your Mission: Stop your prospects in their tracks, and make them want to actually READ your sales message
Here's How: Your skimming audience will follow your trail of well written subheads, placed strategically throughout your sales message, email, blog post, etc...
(Or frequent paragraph breaks, numbers, and colons to indicate the major points - like I'm doing in this article)
When scanned, these subheads -- on their own -- should allow your prospects to understand your sales message. If the subheads are written well enough, they will cause skimming prospects to slow down and actually start reading the paragraphs in between the subheads. And make them want to read the rest of your copy.
2. People don't believe you: They doubt, deny and distrust
Your job: Provide a preponderance of proof
Immediate Action Step: Not only do you need short, sizzling, specific testimonials (the rule of thumb is, if possible, to get one testimonial per benefit of your product) you need to make sure your claims are all backed up by hard statistical data and evidence.
Back up ALL your claims with cold, hard data. Otherwise you'll be seen as someone who blows smoke. Not good for your reputation. If you can't back it up, leave it out.
Your mission is to become credible and trustworthy in the eyes of your prospects. And doing the above is a big step in the right direction.
3. Most prospects (if not all of them) are LOATHE to act, let alone get out their credit cards to buy from you.
Your Mission: Light a fire underneath them.
Here's How: Tell them WHY they need to act NOW. Use takeaways, deadlines, and scarcity to make their greed glands boil.
This doesn't mean using the fake website countdown clock that, when refreshed, gives you a new time deadline for your offer. This means warning your readers about limited seating at a seminar, limited face to face coaching time with you, giving a one time only offer, limited free bonuses for the first X number of people to act, etc...
Your job in your sales message is to make the value of your product, far outweigh the amount of money you are charging for it. When you include the fact that there is a LIMITED number of packages, or that a special price is only going to last for a certain amount of time, you will get your prospects to get off their duffs and take action.
And... mission accomplished.
Creating your own profitable online business can be stressful, time consuming, and full of headaches. But it doesn't have to anymore. Leo Lucianis urges you to Check out the free Internet Marketing blog by James Lee at: http://www.OnlineBusinessFreedom.com
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