Ebook Sample Content Preview:

As previously suggested, the idea when creating any web site, black hat or white, is to get as many visitors to your site as you can pull from the natural search engine results, those on the left hand side of the results page.

The way that this is most commonly done is through optimizing your site so that people will find it when they search, and the way that this is normally achieved is by matching your site to the search terms that people use.

We will look at how that is done in a little more detail later, but for now the important thing to understand is that in order for this to be possible, you need to know what those search words or terms are. Furthermore, you must find the terms and phrases that people use that most strongly indicate that they might be interested in whatever product or service you are promoting on your webpage.

In internet marketing parlance, you need to do some keyword research.

Imagine that you are promoting an e-book that is a detailed guide to ‘grooming Persian cats’.

You might think that people who are searching the web using just the single word ‘cats’ might be a good target market for you, but you be wrong for a couple of reasons.

The first reason is that someone who is searching using nothing more than ‘cats’ is almost certainly looking for broad information at the most general level. They are certainly not doing anything to indicate that they might be interested in buying a detailed information product like yours.

The second reason is that someone who uses the word ‘cats’ is not looking for information that is specifically about Persian cats, because if they were, then that would have been the search term that they used.

Add these two reasons together and you have someone that is 99.99% certain not to buy your e-book even though, in theory at least, they are a ‘cat person’.

You need to focus your promotional efforts on people who are looking for far more specific information. So, the terms that you should be using with your site are phrases like ‘persian cats’, ‘persian cat grooming’ and so on.

Ebook Sample Content Preview:

The autoresponder service that you choose to use will provide you with opt-in forms for you to place on your website. Where and how you place these opt-in boxes is going to be up to you.

There are many places and many ways to put opt-in boxes on your website. There are opt-in boxes that pop-up, drop-down or stay in one place. Go take a little tour of the Internet. Look at where and how others have placed their opt-in boxes. Decide for yourself what you think would work best for you.

First think about this. What is it exactly that you want your website visitors to do when they get to your site? In a perfect world, they would get to your site, click through your pages, choose the item or items they want and click on the ‘buy now’ or ‘checkout’ button. Problem solved! Right?

The problem is that it isn’t a perfect world. It is a proven fact that a visitor will go to a site up to seven times before they actually purchase anything on the site....if the EVER do, in fact, purchase at all.

There is another little problem with this imperfect world of Internet marketing. Surfers have a notoriously short attention span. You have about five seconds to grab them before they surf away. That isn’t very many ticks of the clock.

Let’s say that you are selling dog houses. A shopper goes in search of businesses that sell dog houses and finds your site along with another few hundred sites that also sell dog houses. How are you going to sell this shopper a dog house and do it in five seconds? The answer is that you aren’t. You may well eventually sell him that dog house but you aren’t going to do it in five seconds and probably not before he has visited your site several times.

The first thing that that visitor needs to see is an opt-in box that promises to help him find what he is looking for and provide him with enough information about dogs and dog houses to help him make a good decision....that would be your optin box. If they’re looking for dog houses and your opt-in offers your 5-page report on ‘What to look for when buying a dog house’ as a free gift for subscribing, many if not most visitors will at least subscribe – then it’s up to you from that point on.

The ‘opt-in’ box needs to be in the upper area of each page, high enough that visitors see it before scrolling down at all. It doesn’t need to be at the bottom of the page after the customer has scrolled through a long sales pitch. The most productive opt-in boxes are placed on either the top right or top left, directly below your header graphic. And be sure it’s on every page – while your Index page may be the home page TO YOU, you don’t know which page the visitors will initially land on, or whether they’ll ever even click through to the home page.