Nosebleedcity: web site promotion internet marketing

So, what are your big Internet marketing plans for the New Year? Will you be investing more in social media? Will you start blogging? Will you take a more proactive stance with self-promotion? Whatever your online marketing plans, the end goal is likely to attract more people to your website in the hopes that the influx of new eyes will translate into new customers, new leads and new opportunities for your business. However, you won’t be able to do any of that if your Web site is turning people off, instead of turning them on.

Below are some very common reasons SMB Web sites fail to attract customers and how to avoid falling prey to them.

1. There’s no conversion path in place.

One criticism of many SMB sites is that they don’t include a clear conversion path for their customers. If you want customers to take a certain action, you need to create a funnel intended to guide them to do that. Simply stringing together a number of content pages won’t necessarily put someone on the path to buy. Your conversion path may be as simple as a solitary landing page paired with a call to action, or as complex as an entire microsite. Either way, you are in charge of designing the flow of your website. Creating a clear conversion path not only helps customers feel more comfortable on your site, it also gives you clear data to track so that you can see where people are abandoning, where they’re engaging, etc. The more data you have to act on, the better you can design your site to attract new customers.

2. There’s no sign of life.

Customers are discriminating. You can bet that when they land on your website they’re going to kick the tires a little to see if they can trust you. They’re going to check your copyright date to see if it lists 2011 or 2006. They’re going to look for old statistics or other signs you haven’t taken the time to update your content. They’re going to check your company blog to see how often it’s updated, if you reply to commenters, if people are talking back, etc. They’re going to look for signs that you’ve created a dynamic website, instead of one lying around in stagnant water. Before your customers get there, take a look around yourself. Would you hang out with you?

3. It’s all about you.

Customers don’t head to your site to hear how awesome you are. They’re there because they have a problem they need you to fix or a question they need you to answer. Your website should be designed to help them quickly achieve whatever it is they came for. Too many references to “I” in lieu of “you,” too much sales talk instead of helpful information, and too much of you not addressing their fears/wants/desires will turn people away from your brand, not on to it. Your customers don’t care about you–they care about how you can help them.

4. People can’t find you.

If you’re finding that customers aren’t interacting with your website at all, there are a few questions you need to ask yourself.

Is it accessible? With more and more users searching via mobile devices and on the go – is your website mobile accessible? If it’s not, users trying to find you may hit a dead end. There’s nothing worse than trying to find your accountant’s website while on the road and finding out his site only renders in Flash and won’t load on your phone. Not that I’m talking from experience.

Is it properly SEO’d? Have you made it easy for users and search engines to find your content? That means using the right keywords, linking properly, making your site super crawlable for spiders, and staying away from common SMB SEO mistakes.

Sometimes before you can see more traffic, you have to break through the obstacles preventing you from seeing any.

5. There’s no POD.

If you want to attract people, you have to give them more of you. You have to stand out from the crowd and show them something that they’ll want to align themselves with. Take a look at your own site – what are you showing potential customers? I don’t mean the graphics or the videos you choose to incorporate (don’t forget to SEO those, too!), I mean the experience that you’re creating. Are you using your site to set yourself apart, or do you come off like everyone else? Are you talking to customers in their own language or filling your pages up with buzzwords and jargon? The more powerful a POD (point of differentiation) you can create, the better you’ll attract the right customers to your brand.

If you’re finding it difficult to attract leads via your website, it may be time to ask yourself some hard questions. Before you can fix the problem, you first have to identify it. What are some struggles you’ve had attracting new leads? How have you fixed the problems?

SEO in the niche of web hosting and domain name registration

In this article we`ll try to generalize our practices in promotion of companies that provide web hosting and domain registration services.

We will talk about such questions:

Analysis of hosting / domain name registration market and finding potentially advantageous promotion directions;

Features of keywords selection in the conditions of SEO-pressure

Definition of promotion strategy

Methods of getting links

Features of different queries groups conversion depending on geography

Typical problems that interfere sites conversion and ways of their solution

Market analysis and competitive researches. Finding potentially advantageous promotion directions

First of all, it is necessary to note that a large traffic in the niche of web hosting is deceptive. If you look at Google AdWords Keyword Tool data you will find out the following picture:

In fact, there are about 400-500 visits from the 8th– 9th place for a query “hosting” per month. It`s necessary to consider this and other points while planning hosting project promotion, because information about a large amount of queries in the Google AdWords Keyword Tool is “stuffed” with endless positions checks. As the market of hosting projects and domain name registrars is extremely competitive, you have a great chance to invest money, work and time in promotion of such queries that are stuffed and do not bring traffic and sales, and after all you can incur losses and even remain disappointed in the search promotion at all. The same can be said about domain name registration.

In fact, there are about 500-600 visits from the 5th – 6th place for a query “domain” per month.

That`s why, in our opinion, it`s better to begin promotion of hosting project or domain name registrar with finding active competitors in the search marketing niche and define their strategies. For this purpose we can recommend a wonderful tool – SemRush.

So, we need to find competitor sites in our niche, which are actively engaged in the Internet marketing. We just type highly competitive query corresponding to the topic in SemRush and find sites that are ranked well for it:

Now we need to make cleaning, i.e., remove irrelevant sites from the list. In this case, obviously, Wikipedia must be removed from the list. After checking a few queries important for you in the same way, we will receive a “crossed” list of sites. Sites from this list have good rankings for many queries in this subject, so they should be examined primarily.

Lets take a site hostgator.com as an example:

The example shows that, firstly, the number of search queries for which the site “hostgator” is shown has an explicit trend to growth. It reflects the efforts made by the owners of this project to increase its visibility in search engines.

After selection of queries that bring maximum traffic to the project according to SemRush, we get an approximate keywords list which can be used to start promotion.

Making the list of necessary keywords, let’s see whether it is a good idea for us to «meddle into a fight» for these keywords. You should consider such factor, as SEO-pressure, for this purpose.

Features of keywords selection in the conditions of SEO-pressure

You can use different tools to estimate a competition for the selected query. A plug-in for FireFox called SeoQuake is one of convenient free instruments.

Let’s type a relevant query interesting for us, e.g., business hosting:

You can see that some strong sites are present in SERP, and some of them have got from several hundreds thousand to millions of backlinks and even more. The competition in SERPs is about to be really strong, so I would like to repeat: you should select a semantic core very carefully. Moreover, there are sometimes artifacts in SERPs, and learning them is possible only from experience. Let’s take the query “ecommerce hosting”. This query is high frequency in subtopic «hosting for ecommerce sites», it has about 12 thousand searches per month in exact match worldwide:

We can see that the trends of search don’t show any sudden jumps or drops.

The target audience for these queries is in the U.S. and UK – the most creditworthy regions in general. However, traffic for such query from the American Google Top5 – Top6 is about 1-3 persons a day, with natural drops on weekends; it gives us about 40 people a month. A conversion rate for these queries is extremely low. Of course, promotion for this queries is acceptable only with the purposes of improving positioning and brand awareness, but as for sales it isn`t effective.

Let`s take a query “reseller web hosting” which has next data from Google KeyWord Tool worldwide, for comparison:

The query brings twice more traffic from the 4th-5th places having twice smaller amount of searches in exact match according to Google KeyWord Tool! Conversion rate of this query is also quite high. At that, Google Insights give the following data:

At the same time the great part of traffic and transactions comes from the U.S. and UK users despite of the fact that the site holds comparable positions also in Google.co.in.

All of these patterns are also true for domain name registrars.

It’s impossible to know this information without experience in promoting a site for such queries or without trying PPC advertising in exact match. There are a lot of keywords like these, so you should constantly monitor all queries in the aggregate estimating of the effectiveness of each one.

You can also “pull out” perspective keywords making the analysis of the backlinks text anchor to sites of competitors who are actively engaged in search marketing. You can use special tools, for example, CS Yazzle or SEO SpyGlass by LinkAssistant, either manually using Yahoo! Site Explorer.

To estimate a real traffic on a query you may also try PPC in exact match.

The following method can be used to estimate keywords efficiency. The initial necessary data is:

Position for a keyword;

Traffic on it;

Estimated number of searches from Google Keyword Tool in the exact and phrase match for the world and top regions;

Quantity of page views;

Time spent on a site;

Bounce rate;

Conversion rate.

Microsoft Excel counts a parity of all these factors with the help of formulas and allows realizing efficiency/inefficiency of each keyword visually.

Perspective traffic, quantity of searches per month (data of Google AdwordsKeywordTool) and conversion data for each query are marked with green color. Indicators exceeded the average indicators for the site to the worse are marked with red (bounce rate, number of pages reviews).The percent of conversion which vastly differs to better from the average indicator for the site is marked with yellow color in the last column (Conversion rate).

Using this technique allows tracking the most convertible requests and receiving greater outcome from a client’s site.

Selection of promotion strategy

Based on our experience in promotion of projects in the niche of hosting and domain names registration we can say that the most high-frequency, convertible and competitive queries are in these topics exactly.

Shared vs VPS vs Dedicated

If to compare an earning power of dedicated servers sale (VPS) and earning power of shared hosting sale you will come to the conclusion that in general virtual (Shared) hosting sale is more profitable: one dedicated server sale brings around 200$ of income, at the same time sale of the same server “cutted” on virtual (Shared) hosting allows to earn much more (~100×5$), even with the consideration of the increasing load on a support.

However, traffic in Shared hosting subtopic is much less than in dedicated server subtopic. People interested in such things, according to our observations, come by queries like “cheap hosting”, “cheap web hosting”, and the quantity of such searches is very small because Godaddy and Hostgator take away the lion’s share of these customers, mainly due to type-in traffic.

In this case, it seems to be a good decision to perform promotion in the VPS and Dedicated sector.

Many companies, apparently, have come to the same conclusion: promotion for queries of “shared” group is much easier, than for queries related to dedicated servers.

Specialized kinds of hosting

As we have noted above, low-frequency traffic brings rather small part in general traffic and conversion; therefore, in our opinion, it`s better to begin promotion for high-frequency keywords with addition low – and mid-frequency keywords, which give a great bulk of sales and target traffic on a site. However, if your hosting site sells “exotic ” types of hosting, such as hosting with support of Zen Cart or Django, then such low-frequency, long-tail keywords can justify themself at the initial stages of promotion.

A cost of their promotion to the Top-10 is small, and similar “exotic hosting” is usually searched by people who understand the subject well and thus type long queries in search bars.

Eventually, when the site starts to rank well for competitive queries, it makes sense to “collect” low-frequency “long tail” of queries in subjects, not to miss this small piece of the market.

Also I would like to notice that promotion for keywords like “hosting” and “web hosting” is extremely difficult process due to high competition (though these keywords begin to “sell” beginning from top-20!)

Methods of getting links

The basis of search optimization are at the moment:

keyword research;

texts and meta tags optimization according to the keywords;

adding backlinks with correct “anchors” (with right reference texts).

As we have already noted, hosting sites have a large number of backlinks. How do they receive so many backlinks? This is obvious, that reviews and comments at forums will never help to collect tens thousands of links. Four main methods used in this theme should be picked out. Some of them are typical for other niches and some of them have unusual “boom” exactly in hosting and domain subjects.

Link exchange (the proper way)

Links buying (the smart way)

Getting links through its own affiliate program.

Conversion of search traffic

Let’s look at the comparative analysis of search traffic conversion in various regions (sample of more than 90.000 sales for “domain names” and more than 2000 sales for the “hosting” market):

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Tuesday, February 15, 2011

web site promotion internet marketing

SEO in the niche of web hosting and domain name registration

Market analysis and competitive researches. Finding potentially advantageous promotion directions

Features of keywords selection in the conditions of SEO-pressure

Selection of promotion strategy

Shared vs VPS vs Dedicated

Specialized kinds of hosting

Methods of getting links

Conversion of search traffic

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