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Tip #30 - Target practice
If you're spending money to get visitors, look at the phrases you're using. Being at the top of the search engines for "Christmas gifts" is not only going to cost a lot of money, it's also pretty useless if you only sell one or a few things. "Christmas gift baskets" is more targeted and will help raise your conversion rate. Other fairly useless phrases I’ve come across people using recently (and I use the word useless to mean that although they generate a lot of traffic, they don't generate targeted traffic). • Web design (on a site that was very focused locally, so "web design Northampton" would provide more qualified traffic) • Graphics (on a printing site where 'exhibition graphics' would have been more targeted) • Coaching (on a business coaching site - 'business coaching' would have been better) • Sales jobs (again on a geographically focused site - "sales jobs Milton Keynes" would have been more suited) Think differently - search engines aren't the be all and end all of website traffic generation; * The Northampton based web design company would be better off targeting local search phrases, and putting their link on localised websites. Most towns and/or counties have local directories. They could also try a targeted email campaign to Northampton based businesses. * The exhibition graphics company could advertise on sites that promote exhibitions, as well as finding better targeted phrases for search engine promotion. * The business coaching company could advertise on sites devoted to new and growing businesses, as well as a targeted email campaign to businesses of a certain size. * The sales recruitment company could again advertise on local sites, as well as free recruitment sites, and job seeking newsgroups and forums. Lots of traffic is good – lots of targeted traffic is even better. |
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