Tuesday, November 15, 2005
Getting Traffic to Your Site Sideways
If you could choose any three keywords for your site to dominate, what would they be? More likely than not, you'd choose very broad keywords that are extremely high traffic and highly competitive.
Hey, we'd all love the kind of traffic those highly searched keywords get, but, to be honest, very broad keywords don't do a tightly focused ecommerce site much good. Most broad keywords can represent hundreds of loosely related things that people might look for.
How can broad keywords do an ecommerce site any good? Here's something one site owner did to turn a highly searched phrase into a quality source of traffic.
He sold baby furniture, so he kept an eye out for any keywords having to do with babies. He kept seeing the keyword "baby names" consistently getting tons of searches. But how could he legitimately tap into that traffic?
He created a separate site devoted strictly to—you guessed it—baby names. He put together every conceivable list of baby names—most popular baby names last year, Biblical baby names, African, Hispanic, dozens of lists. Alongside each list, he had a subtle pitch for his baby furniture site.
He worked hard to build that baby name site to top ten positions for a wide variety of related keywords. And as his traffic grew to his baby name site, his traffic also grew to his baby furniture site.
Rather than ignoring this large group of searchers or trying to drag them into a site that didn't offer much of what they were looking for, he built a site that provided the most complete information anyone looking for baby names could want. He won their trust. And the searchers—who obviously were going to need baby furniture at some point anyway—felt much more comfortable sliding over to that other site right now than doing a cold search for baby furniture somewhere down the road.
He brought them into his site sideways. What are some ways you can do the same?
Jeff
If you could choose any three keywords for your site to dominate, what would they be? More likely than not, you'd choose very broad keywords that are extremely high traffic and highly competitive.
Hey, we'd all love the kind of traffic those highly searched keywords get, but, to be honest, very broad keywords don't do a tightly focused ecommerce site much good. Most broad keywords can represent hundreds of loosely related things that people might look for.
How can broad keywords do an ecommerce site any good? Here's something one site owner did to turn a highly searched phrase into a quality source of traffic.
He sold baby furniture, so he kept an eye out for any keywords having to do with babies. He kept seeing the keyword "baby names" consistently getting tons of searches. But how could he legitimately tap into that traffic?
He created a separate site devoted strictly to—you guessed it—baby names. He put together every conceivable list of baby names—most popular baby names last year, Biblical baby names, African, Hispanic, dozens of lists. Alongside each list, he had a subtle pitch for his baby furniture site.
He worked hard to build that baby name site to top ten positions for a wide variety of related keywords. And as his traffic grew to his baby name site, his traffic also grew to his baby furniture site.
Rather than ignoring this large group of searchers or trying to drag them into a site that didn't offer much of what they were looking for, he built a site that provided the most complete information anyone looking for baby names could want. He won their trust. And the searchers—who obviously were going to need baby furniture at some point anyway—felt much more comfortable sliding over to that other site right now than doing a cold search for baby furniture somewhere down the road.
He brought them into his site sideways. What are some ways you can do the same?
Jeff
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