Entries Tagged as 'Web Site Marketing'

Call to Action vs. Keywords in Anchor Text – Is Your Site Failing to Convert?


I just finished reading an excellent article on Copyblogger by Brian Clark , who’s writing style is breath of fresh air. He is straight to the point and an exceptional communicator.

In the article, Does Telling Someone to “Click Here” Actually Matter? Brian calls out the increasing trend to ignore the basic marketing tactic ” call to action” in favour of over used keywords in anchor text.

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If your site is ranking well and visitors are not converting you have failed. If you have a blog set up to generate leads or get sale or to brand yourself and you are visitors leave your site with out buying something or signing up for anything or reading more of your posts than what’s the point?

The are many reason why a site doesn’t convert. It can be anything from poor site usability to bad copy writing. it may also be because you are not telling people what to do. sometimes you do have to tell them to “click here” !
” Sue’s Needlepoint newsletter” used as anchor text is different than ” Subscribe Up for Newsletter Now !” . Even CLICK HERE for my weekly newsletter might be better than both. I will often set up two ( or more) different pages and test the anchor text- which gets more clicks and what gets better conversion.

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Examples of Call to Action Phrases to Use on Your Blog

- create a sense of urgency i.e email now! email today , subscribe now, click now, read now, register now, etc
- offer incentive i.e. pay now and save, today’s coupon, subscribe and save, see this weeks specials, special offer here, “get free trial today”
- create “exclusivity” i.e “become a member now and save” , “subscribe now and get…” ” subscribers receive free…” . ” free e-book when you register” and so on.

Link your call to action with your conversion goal. I hate the phrase “contact for more info” If you have a real estate site, don’t ask them to contact you for more information use “list your home today” or “get your free hotsheet here”.
If your conversion is to sell affiliate products your call to action should not be the passive ” get more info here” or just the title of book or product, try “order XYZ now” or ” Read first chapter of….. now” , etc

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Lest you think knowing about this kind of stuff is “too advanced” its isn’t. To make get your business or monetized blog reach to the next level you must Always Be Closing. Using basic marketing technique your blog will make more money with the same effort.

When writing your blog- don’t get caught up in SEO tangle and start writing exclusively for search engines instead of people. You need to balance your SEO with good copy that works.

Read More About Call To Action and Conversion


Call To Action Buttons – Does Size Matter?

Is It Time to Talk More About Conversion? by Problogger

99% of Advertising Doesn’t Sell a Thing at Duct Tape Marketing

Design call-to-action statements that get results by Jim Kukral

Conversion Rate: What’s Your Website Tracking As A Conversion?

Tuesday’s Tool: FAQ-Tastic WordPress Plugin- Generate Content and FAQ Pages

This weeks Tuesday’s tool is the brilliant and underrated WordPress plugin, FAQ-Tastic . The plugin will simplify the process of making FAQ pages for your blog but the real potential of the plugin is it’s ability to generate pages and pages of valuable content on the fly.

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The plugin can be as simple or as complex as you want it to be- make a simple FAQ page or have FAQ’ be user generated when a reader asks a question. I am going outline functions that that are the most powerful and easily used.

After you install FAQ-Tastic here are two ways to create FAQ pages for your site: make either a single page with a list of questions and answers or make an index of questions linking to answers on separate pages.

You can also add element where readers can ask you a question and their question and your answer will become a FAQ.
We are going to keep it simple. The format that interests us is making a list of questions that linking to answers on separate pages.

After install, create a “group” for your FAQ Questions. Could be something like “Candle Making FAQ Page” assign it to a page you have all ready created called “YOUR TOPIC FAQS” or in this case also called “Candle Making FAQ Page” . Any questions created will appear on that page and the question will link out to answer page- all created by FAQ-Tastic.

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Why is this brilliant and how can I use?

In a matter of seconds you will have placed a FAQ question on a FAQ page AND created a new sub-page with its own URL and keyword rich title. With very little effort you could create 50 questions and 50 new content pages all related to you topic.
You can also create a new question group called “Terms and Definitions” and create pages and pages of definitions of commonly used terms in your niche. In minutes!

faq screenshot

Now, you have all these pages with answers to commonly asked questions about your niche. You can use a plugin like Alinks and assign keywords to those URLS. So every time you use the keywords scent throw on your site it will link to your sub-page created by FAQ-Tastic plugin.

if you don’t want to use Alinks or can’t ( my theme clashes with this great plugin) you can just manually go through your posts creating crosslinks.

You can edit the sub-pages just like any other page if you later want to build on the information. Your WordPress theme may display sub-pages in your sidebar. You can recode to collapse the sub-pages or the easy and better way is to hard code your pages into sidebar- and lose the sub pages. Just remember to manually add when you create a new page.

The plugin . like other WordPress plugins takes no time to install. The user interface of FAQ-Tastic is awful. ( sorry guys! ) it is NOT at all intuitive however given the complexities of the plugin and what it does they are forgiven. There is a bit of initial learning curve to using it but well worth the effort.

Some other options you may chose to use are offering reader ability to “rate” your questions and answers. If you have a lot of traffic and comments you can also activate option for reader to ask a question and when you answer it will be added to FAQ ( also a great way to create content)

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Missed Opportunity: Why Are Your Blog Posts Being Made by “admin” ?

Use Anchor Text/Keywords in Your Post Signature

How many times do you see this “Posted on Blah Blah Blah by admin”
Yikes! When trying to brand yourself with a blog- NEVER use the nickname admin!

If you have no clue what I am taking about- look above or below your posts and you will see something like “posted by admin ” . WordPress by default used the nickname you give yourself in user/profile and most people don’t; bother to change so they are simply called admin. Change that nickname NOW!

Always. Be. Branding.

At the very least use a name.
Good would be your name ie. “Lisa” or “Lisa Stewart”
Better- Lisa Stewart- Make Money Blogging
Best is” Lisa Stewart Get Better Rankings by Blogging
I have my nickname in user profile set as “Lisa Stewart” then insert anchor text in the main index template of my word press them. Look for
code that says “posted by” and then pop your anchor text into the file and update. When you are done double check. I had mine going to a baklava recipe site for a couple weeks….

Vary Your Keywords

Change up your keywords a bit from what you currently have in header and/or footer.
Feel free to experiment and see what works or not. If you are *this close* to getting to page one on search engine results for a key term this just might put you over the top.

Any trouble with this-p ost in comments section. I will try and use my blogging super powers to help.

Secrets of a Professional Link Builder Part 3: Content, Content, Content

Third part of this series went up on Search Engine Guide Blog

Secrets of a Professional Link Builder Part 3: Content, Content, Content
Posted by Lisa Stewart November 2, 2006

We hear this over and over again from SEO experts. Content is king. Never has it been more important. Content not only give visitors a reason to come- and stay on your site and gives others a legitimate reason to link to you but it also will increase you chances in appearing high on Search Engine Results Pages (SERPs).

It used to be called niche searches but it in the last couple of years the more formulaic “long tail search” term has emerged. The basic principle is that you have bulk of businesses that all are competing over the same phrases. Let’s say 80 percent of related sites are all going after the terms “widgets” and “buy widgets” and maybe 20 other similar keyword phrases. In a market where you may have hundreds or thousands competitors being able to rank for handful of top keywords will take a lot of money and a lot of time.

Why spend all your money and time on 20 terms you may NEVER rank for when you can cast a wide net and go after HUNDREDS of terms you most certainly will rank for with success. Think of it as promoting more of lots of things (in this case keyword phrases) and less of a handful of things. “Sell” lots and lots of combinations of words rather than trying to sell the same 20 words everyone else is selling.

It’s why page rank (as in Google Toolbar page rank) really means very little. With right terms you can make any site rank in search results. You may not rank for highly competitive terms, like “widgets” but most certainly will with combinations of words using “widgets” like “buy widgets in Wichita” or “widgets made of wool”

The easiest way to “sell” or promote lots of phrases is to cast a wide net. Do this with content- lots of content. Pages and pages of well optimized content. I recommend to all my clients that the first thing should do is start a blog. Not only will it brand themselves as an expert on “widgets” but it will create pages of content with all kinds of keyword phrases. A blog the easiest way to publish SEO friendly pages onto your site. No ongoing ftp-ing and no extensive html knowledge required. If you can write an email you can publish a blog.

If you have ever looked at your web starts or analytics you may have been surprised at the way some one found your site. I have an AdSense blog and a while ago I noticed that one word popped up a couple times in my stats- was a craft project I was working on. I experimented a little and worked this word into a series of posts . Within a few DAYS , not only was there a permanent spike in traffic but my AdSense income went up. Using that information on a small hobby site and applying it to other blogs took my earnings from a cheque every couple of months and enough for a night out at the movies with the kids to a cheque each month that pays for a new minivan. ( Yes, I admit it- I drive a minivan! Gulp.)

Write about what you know. Write about your passion. If your work or business is not something you know about or even feel passionate about then work at becoming an expert or find a business venture you do feel passionate about.

When writing content or writing for your blog write about your passion or your business or service. Write about how daily events affect your business. Write about anything new or in the news that can relate to your product or service. Offer advice and tips that can’t be found elsewhere or in one place.

If you are a real estate agent, this time of year you can write about how the winter weather forecast affects housing prices, is Christmas a bad time of year to sell? Why do mortgage rates go down in an election year? Curb appeal and Christmas decorations, etc. Tips for moving in Winter, etc.

Are you making and selling your own bath and body products? Write about the ingredients and where they come from, what their properties are. Offer a free recipe for a home made “something” that kids can do for Christmas gifts, creative ideas for wrapping presents, ways (and products) that help cope with holiday stress.

All of these pages of content will contain potential keywords. Keeping it topical will increase your chances of people finding you (will also be easier to write) and coming back.

I will often see sites with outbound links to other sites that offer information that relate to their products. For example- an online florist that links to a wedding planners site for advice on planning a wedding. This is a missed opportunity. Provide this information yourself. With my own blogs I use MyBlogLog to see where people are clicking OFF the site. I can look for patterns and provide that information myself. If people are looking for it- provide it. Why send them somewhere else?

If creating original and valuable content on your site will increase your ability to be found in search engines, give people a reason to link to you, brand yourself as an expert and drive more targeted traffic to your site. What are you waiting for?

Recommended Blog Software: WordPress
More information on long tail search and its marketing applications: Wired.com

Other Parts in this Series
Secrets of a Professional Link Builder Part 1: It’s the Keywords, stupid
Secrets of a Professional Link Builder, Part 2: Anchor Text Away!