What goes on behind the closed doors of top online publishers?

publication date: Nov 16, 2007
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Hi
 
After last week's financial trading bonanza
issue, I've got some hot online insider
information I think you're going to love . . .
 
Yesterday I attended an E-Marketing Summit
held by SIPA (that's the Specialised
Information Publishers Association).
 
Now I am lucky enough to have been recently
asked to sit on their UK committee. The
Association is aimed at professional publishers
mainly in the business-to-business sector.
 
However there is so much you and I can take
from this for our home businesses . . .  
 
So let me give you some of the highlights and
how you might be able to use them to your
advantage:
 
1. The big buzz of the day was Social
Commerce: this relates to websites that allow
customers to interact with one another order to
make better buying decisions. So have a think
about when you go on Amazon and you see
those reviews and ratings. It's a way to
encourage conversations about products. This
'User Generated Content' adds free keyword
rich content to your website and the search
engines love it! It also adds credibility to your
site and 'should' increase sales. 
 
2. Blogs are hot! OK, so we already knew this,
but it was great to get confirmation that big
companies (I'm talking everything up to Dell
and Microsoft) are now taking blogs very
seriously as ways of gathering new prospects
and then directing them to their websites.
 
Even better, experts in search engine
optimisation are hinting that google are now
taking blogs a lot more seriously and are
giving far more favourable positions on the
organic searches.
 
On a smaller scale, you can do very much the
same thing, by starting one of these free to
publish diaries you can draw in qualified
prospects to either click on our affiliate lines
or go to our own website. Also, by inviting
people to join your blog and add their own
comments you are exploit the whole social
commerce trend.
 
If you are yet to find out about the income
generating potential of blogging, then I urge
you to learn more. Either go and start one now
by going to blogger:
https://www.blogger.com/start
 
Or, let me take you by the hand and show you
EXACTLY how to make money with blogs
with my 90 day challenge.
For more info click here.
 
3. Adwords are declining and SEO increasing:
very interesting stuff! There seems to be a
marked move away from Google Adwords as
competition pushes up the cost of competing
for keywords. Companies are investing far
more in optimising the content of their online
content to push up their organic search
position. 
 
What if you are committed to using Adwords?
Well, it was generally agreed that the further
you can drill down your keywords to ultra
specific terms, the less you will have to pay for
each click and the more qualified the names
will be. Let me give you an example:
 
Car Insurance has 2.9 million searches
Cheap Car Insurance has 75,000
Norwich Car Insurance just 12,000
 
Although the last of those search terms had
just a fraction of the general term, these surfers
are looking for specific information and are far
more qualified as potential buyers. It is also
likely that the cost per click will be considerably lower. 
 
4. You can generate a high quality email list
through adwords: despite the decline in PPC
usage, there are still proven opportunities out
there. If you have an ezine/e-letter or want to
develop one, then adwords can be useful. But,
only if you weed out the tyre-kickers. As ever
you want to drill down as far as you can to
ultra-specific niche keywords that do not have
a lot of competition and target people who are
looking for specific information and are likely
to be buyers.
 
Also, DO NOT send directly to a general
website as this only distracts the prospect.
Instead send them to a dedicated landing page
to capture their email address.
 
And make sure you have the google cookie
activated as this will allow you to track the
sales of that name for 30 days. This is essential
if you are going to figure out if your adword
spend is profitable or not!
 
5. Video and mutli-media for the masses:
Google Universal search engine already offers
regular link results as well as photos, videos
and audio listings. With explosion in use of
YouTube and user generated content, there is
an obvious opportunity for 'How to' and
instructional videos to be hosted for free and
get listed by the search engines.
 
There's loads more I learned during the day
and I'll feed more back to you next week.
 
*********************
 
This is the only time I'm going to do this . . .
 
*********************
 
As you know DTTP is generating some wonderful
gains for students but is alas now closed until
the New Year . . .
 
The good news is I have one place available
due to ill health. This student is seeking
someone to buy the course (with all the
support and extras included). As I said, this is
absolutely a one-off and will not be repeated.
 
If you are interested email sidneydorling@btinternet.com
and negotiate directly with him.
 
Have a great weekend
 
Best regards
 
Nick 
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