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7 Ways to Drive Laser-Targeted Traffic
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Making Effective Use of Traffic Exchanges
A look inside the guts of a traffic exchange.
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Ranked #1 at Google for "Invisible Entrepreneurs" But No Traffic?
copyright © July 14, 2005
I am ranked #1 for that silly phrase at Google. So What?
Here's a secret. You can be ranked #1 at Google for the
phrase "Waterfall Watches" if you put the phrase on your
page 4 times and in metatags twice. How do I know that?
I did it in 2001 and still rank number one in Google for
the phrase in 2005. On another of my sites I rank #1 for
the phrase "Screeching Camels" by simply putting it on
the page once in a comment about silly SEO guarantees.
I'll wager that many phrases you've targeted for your
business are almost as silly and deliver NO traffic to
your pages from the search engines. Don't take that too
personally. Simply look at your traffic statistics to
see what phrases are bringing visitors to your web site.
If your logs show no delivered traffic for keywords you
thought were golden, you've targeted the wrong phrases.
I'm always fascinated when discussions of search engines
focus excessively on ranking of a particular site in one
particular search engine without checking corresponding
statistics about referred traffic delivered to the site
from the targeted keyword phrase. Referred search visits
from engines is not taken into account. Anyone who looks
at their rankings without looking at how much traffic is
referred and DELIVERED to your site through the rankings
is missing the most important part of the story!
When you check your site traffic statistics for where
visitors are coming from and in what numbers, for which
keyword searches and from which search engines, you will
be astonished to see that things you think are important
are sometimes not so important. I've struggled for years
to gain top rankings for "Small Business Ecommerce" and
have achieved #1 at Google #5 at MSN and #13 at Yahoo
(at this writing).
But guess what? Nobody searches for that phrase in
significant enough numbers to deliver any traffic from
it! I'm not saying that this was wasted effort, because
in the over 1000 pages at WebSite101 we have enough
related phrases that the targeted phrase contributes
to the rank of hundreds of related phrases. "Open Source
Ecommerce" gets huge traffic for one single page, ranked
at # 29 in Yahoo, #7 at MSN and #1 in Google (as of this
writing).
But the really interesting thing is that even on phrases
that rank equally well across all three major engines,
Google delivers referred traffic at a rate of 65% compared
to MSN at less than 1% and Yahoo about 5% of all referred
visitor traffic. In NO case does Yahoo or MSN refer any
clickthroughs at higher than 10% of all referred traffic.
Referred traffic being visitors that clicked on your link
from search results or links. This applies both in single
instances for specific keywords and
cumulatively for all
referred traffic.
Hear this very clearly - it has nothing to do with ranking!
There are dozens of search phrases that visitors have
searched on all three of those engines that deliver traffic
to my site that I can't find my own site for in the top 100
results at ANY search engine. In every case, Google delivers
more than twice the traffic for every keyword combination
than does MSN or Yahoo!. In many cases, I rank HIGHER on
both Yahoo and MSN for many of those phrases, yet Google
delivers far more referred traffic for those phrases ranked
higher at MSN and Yahoo! Does that make any sense?
If your referred traffic from top rankings at MSN and Yahoo
send you no traffic, why be concerned that you rank well
with either of them? This same scenario has played out
across dozens of client sites I've reviewed traffic
statistics for. No matter how the site is structured,
no matter how many pages they have, no matter what keywords
they are targeting.
Search engine referred traffic from Google is always ALWAYS
2 times higher than the other two and very often as much as
10 times. If we ranked engines, NOT on number of searches
performed, but on how much traffic they refer, then Google
would be more than twice as highly ranked in all cases.
If Google disappeared tomorrow, there would be some
dramatically reduced visitor numbers for ALL sites across
the web. We would, every single one of us, lose over half
of our (organic) search engine referred traffic. Look at
your traffic statistics for natural search engine referred
traffic (not PPC) volume and which keywords are currently
working to deliver that traffic as far more important than
your specific # keyword ranking on those search engines.
Avoid the practice of "Keyword Voodoo" to rank for words
that nobody searches. Google "Keyword Voodoo" and you'll
find me ranked 5 times for that phrase on page one of the
search engine results page. "Reciprocal Linking Turkey"
will give you the same result, showing my article on
several web sites. Each of those does me no good at all
and brings no more search engine referred traffic than does
my number one ranking for ÒInvisible EntrepreneursÓ used
in the title of this article.
Target the wrong keywords and you will become one of those
Invisible Entrepreneurs.
About the Author
Mike Banks Valentine practices ethical search optimization
through content aggregation and creation for your website
Optimizing press releases for keyword density - distributed
online for visibility & more effective link building
Contact Mike at: http://www.seoptimism.com/SEO_Contact.htm
Download Free link popularity software - check inbound links
http://website101.com/download/link-popularity-software.html
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