Reduce the "Welcome Wagon" Homepage Syndrome
Every business with a website has the desire to increase the amount of visits the site gets. Business owners generally hold the mentality that "The more visits my site gets, the more sales I will make."
In the world of statistics and analytics, this belief may hold some truth. It's more likely to increase sales when there are more potential customers. However, when it comes to Internet Marketing, your chances of success are better if you take the focus from how many people are viewing your site to where they actually "go" on the site to learn more.
Popular opinion suggests that a website should have at least 10 pages to rank well in search engines. These days, many sites are well over 10 pages, they're closer to 100.
Regardless of how many pages your site has, you have to think about where you direct people to view your pages from the links you post.
Masters of Internet Marketing (MIMs) are so good at directing searchers to pages that are directly targeted to their wants. How do they do this? They do very extensive keyword research.
MIMs can sometimes take up to two weeks in the trenches of doing extensive-deep keyword research. They study what potential customers are searching for, what words they're using for their searches, and where they are ending up based on their searches. MIMs then build landing pages that are written with the exact target keywords in mind. This provides an excellent "match" for the searcher and the site they end up on. How about we run through an example:
We'll work with Boulder and Yoga (this is where I live and what I like to do- as do many other people here.)
Okay, so if your site is boulderyoga.com and people in Boulder are searching for a yoga studio in the area, you would think that your site is an ideal match. However, a competitor could have a landing page (one page on their site directly targeted to people searching "Yoga in Boulder") and have some excellent content with a compelling offer that the search engines rank exceptionally well. This landing page may be the thing that sets their business far apart from yours.
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