Lesson 24 - The Power Of
I've been reading lots of stuff lately on
improving website performance and one theme has come through over and over...to
get maximum leverage from your website you MUST build content related to the
specific keywords people are searching for.
But not just any keywords, you want to build
pages around the keywords people are searching for when they are about to BUY a
Let me explain...
are thinking of buying a new golf club, let's say a driver, because you want to
add extra length to your drives (all your mates can out-drive you by 20 yards or
more and you want to make up for that using a little bit of the latest
technology to help you out :-).
You start your research into the best driver to
choose by entering the keyword phrase golf drivers into your favorite
Your search query comes up with 150 million pages
loosely related to the phrase golf drivers. That's just too many listings to
look through to make a buying decision, but you start your research there
Boy, Let's Trim
That Down A Little...
You look through the first few listings
(golf.com, golfdivers.com, etc.) and find out that many people are recommending
the Big Berth driver and it has some great reviews from leading pros.
You look at the competition in the driver market
and you decide that one of the big bertha range is probably the club for you.
Next, you do a search for big bertha divers
and come up with 1.2 million pages of information to wade through.
You come up with three or four sites on the first
couple of pages that look interesting.
Most of them are shopping sites with no real
content, but a couple of them have useful articles related to Big Bertha
You settle on the Big Bertha titanium 454 driver.
Now you are ready to actually BUY this club, so
you enter the phrase buy big bertha titanium 454 driver into your search
engine to find the best price.
You now search for the best price and deliver
conditions (hey you want it today now that it's sooo close :-) and
buy the driver from the merchant of your choice.
Can you see the distinction?
keyword phrase golf drivers is a research keyword.
keyword phrase big bertha divers defines the search further, but it
still isn't specific enough for most people to make a buying
decision. They are still often in 'research' mode at this stage.
keyword phrase buy big bertha titanium 454 driver is a buying
These are the phrases you want to build your tier
three or four pages for. These are the 'money' pages where people will click
through to your merchant after they have been PRE-sold on the benefits of buying
the big bertha titanium 454 driver.
Your keywords for the pages in your site's
structure would be -
You won't get many people arriving on the last
two pages, but the visitors who do come will be ready to buy a big bertha titanium 454 driver!
And you'll be right there to recommend your
merchant to them...and earn a referral commission :-)
But doesn't that mean you have to build lots of
pages related to all of these products and services? For example, there would be
hundreds of different golf drivers on the market.
Well, yes, if you want to make the most money you
By having pages related to all of the drivers
available you will gradually rank well for some, then more of them over time.
Then your good rankings for these
easy-to-rank-for pages will start to see your harder keyword focused pages to
rank well as well.
I've mentioned before the value of reading
through the examples in the Sitesell Case Studies site and one thing I noticed
Mack's story is this phrase...
"The pages I built based on product model numbers brought in traffic because they were usually ranked very high in the search engines -- and that traffic, while lower, was
Please read the phrase above again.
Can you see what Jerry is saying here?
He uses the specific model numbers of the
equipment he sells as the primary keywords on the tier three or four pages of
When somebody wants to buy a Sonosite
180plus they do a search for this model and find Jerry's page. The read his
benefit laden copy and click on the 'Special Pricing' link at the bottom...and
Jerry makes a sale.
Want another example?
Mark Liron's UPdatexp.com c00d11cd
error page gives a fix for a common problem with Windows Media player. While
the advice on fixing the problem is free, Mark has included all sorts of product
recommendations and Google Adsense on this page to monetize it.
This is how master affiliates and web marketers
turn their sites into super profitable businesses
How can you use
Mark and Jerry's sites
as a model for your own?
By finding the exact, specific model numbers of
the products and services your affiliate merchants sell, and building keyword
focused content pages for each one.
Put great PRE selling copy on your pages, a
picture of the product on the page if possible that is also a hyperlink to the
specific product on your merchant's website or order page, and you're set.
Then do it for all of the products in your
merchant's range that you want to promote.
You also need to build pages for the important
research keywords as you will start to rank well for these over time (see The
TAO Of Solo Build It inside Site Central for why this happens) but your focused product
related pages will bring in a stream of highly targeted, ready-to-buy visitors
who have done their research and are ready to take action.
How sweet is that?
I hope this lesson helps you to increase your
website's revenue and puts you on the way to becoming a super affiliate or
selling a lot more of your own products and services.
Until next week,