The 4-Hour E-Commerce Site
HIT RECORD!!!
WEEK 4 - ADVANCED TECHNOLOGIES
+ - Backup Wordpress database content withWordpress Database Backup
+ - Backup server contents
+ - Keyword conversion rates
+ - PPC Traffic Generation(Google AdWords, Yahoo! SearchMarketing & MSN AdCenter);my expertise is in Google AdWordsand the information pertains mainlyto that service
Easy to lose money, but follow a fewsimple rules and you can succeed
Start off using search engine keywordmarketing only - no content sites
+ - Search keywords can be broad, phraseor exact match. Target exact match first
Long tail keywords (keywords consisting ofseveral words) are usually cheaper to rankfor and more targeted, giving you betterconversion rates, but they tend to generate lesstraffic overall than short keywords
When starting out, keep to action keywordsonly, e.g. the exact product name and thename with "buy" or "purchase" in front of it.These will have the best conversion rate
Patience is the name of the game
Good advertising copy needed, with a call-to-actionrecommended. The interface allows you to split-testads and keep those that perform better.
+ - Quality landing pages required. You will berewarded with higher rankings or cheaperbids for high quality landing pages.
Keywords must be on the landing page
Landing page needs Terms of Service,Privacy Policy, About Us, Contact Us &Sitemap links where possible
Landing page assigned a qualityscore from 0 (bad) to 10 (excellent)automatically by Google AdWordsand will be reviewed by humans
Never use the suggested bids - Googlewants you to spend money, so these tendto be high. Instead, bid around 5 cents perclick to begin with (or local currency equivalent).Don't exceed 10 cents per click until you knowwhat you're doing.
Set a reasonable daily limit you can afford
Conversion rate may typically vary between0% and 2% for a product sale, depending on the offer.Conversion rate will vary for different keywords.
You should allow 300 clicks to go throughin an ad group before terminating it.
+ - SEO Traffic Generation
+ - On-page SEO
Best way to rank easily with URL:Domain name is <keyword without spaces>.come.g. http://onetimeofferscript.com/
Second best way:Use subdomain in the same waye.g. http://onetimeofferscript.dojotal.com/
Third best way:Include keywords in path part of the URLe.g. http://dojotal.com/one-time-offer-script/
Short URLs are generally better thanlong ones
Keyword in the title tag in the header(appears on the browser window title)
H1, H2 tags containing keyword
Keyword appears in link anchor text<a href="http://onetimeofferscript.com/">Goto Dave's site now and check out his offer.</a>
Keyword exists in the body text, possiblywithin <strong> or <em> tags (<b> or <i>)
Keyword appears as part of the alt text forimages, e.g. <img src="mypic.html"alt="one time offer script ebox"> - but thealt text must be relevant to the image.
Links to terms of service, sitemap etc appearon the page
Page content should not be encryptedusing Javascript or similar - robots willnot understand them!
Target different keywords with differentlanding pages. Don't try to target all keywordswith the same landing page.
Meta description can be usedappears in headere.g. <meta name="description" content="Downloadthis free one-time offer script that uses PHP now!">
Time taken to load page
Shortness of HTML content
Page itself should be unique to avoidduplicate content penalty
Site not building too quickly(avoid "cookie-cutter approach")
Google wants to reward sites it thinks are good,so anything you can do to improve theprofessional appearance of your site that can bereadily understood by an automated robot islikely to be helpful
Do not "write content for the search engines."Content should be reasonable quality for humanconsumption.
Robots such as Googlebot should be providedwith the same experience as human visitors.
Do not add links to "bad neighbourhoods"such as link farms or other sites with no pagerank.
Content that changes periodically can improverankings - e.g. blog comments.
+ - Off-page SEO
Links!
The more links a page has, the moreimportant it is seen by the search engines
Each page can "reward" other pages bylinking to them, and the value of the "reward"depends on the value the page has to start with
The fewer the outgoing links a page has,the more powerful its effect on the otherpage's rankings will be
Blogs and some other sites tend to userel="nofollow" in their links. These will nothelp you to rank for your keyword in Google.Other search engines may apply different rules.
Anchor text contained within the linkswill improve your ranking for that keyword, e.g.<a href="http://onetimeofferscript.com">One-timeoffer script</a> is a new... ("One-time offer script"is the anchor text.)
Links want to be straightforward HTML for thebest results, not links from script languagessuch as Javascript or Adobe Flash
Be careful of over-optimising your site. If thesearch engine sees many links that all containthe same text, this can cause algorithm penalties.
+ - Article marketing
Can take time to get your site in the top 10 listings.Much depends on the competition for the keyword.
+ - Include desired keyword in your resource box as a link to your site. Also include a normal link to your site.
Example: David Thomas is an author who writes aboutmany topics. He has a <a href="http://onetimeofferscript.com">one-timeoffer script</a> that you can download for free from<a href="http://onetimeofferscript.com">http://onetimeofferscript.com</a>.
In this case, the purpose of the article is to provideyou with an improved ranking for your page. You willget little traffic from article readers themselves.
Write a number of articles, then stagger the publicationdate if possible. The number of articles you need willdepend on the level of competition.
Articles do not have to have the samesubject as the resource box!
+ - Recommended article directories
Recommended reading:The blog of Google employee Matt Cutts"Gadgets, Google, and SEO"http://www.mattcutts.com/blog/
Questions
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