First off, we need to pick two affiliate products to use, one for each phrase.
Traffic in a Web 2.0 World
Our symphony of 4 parts is fundamental. It never changes. There must always be
- Market Research
- Traffic
- Conversion
- Product
The tactics and tools used will most certainly change with time, but the fundamentals will still be the same.
Getting into Google. Why Google? We’ve spent so much time with Google because Google has 50% of all the searches going on in the entire world. Everyone else shares the other 50%. That means all other search engines share only 50% of the search engine market. Google is really an important player. If you’re not popular on Google, you’re nobody.
There are 3 methods of internet marketing:
- Black Hat – are evil, unethical and use tactics and tricks to mislead and fool users
- Gray Hat – are borderline ethical and mislead users just a bit
- White Hat – are like the angels of internet marketing, the good guys and gals, do everything ethically, morally, and completely above board
Whatever we do, do it white hat style. The other two come and go, but the white hats can stay around for the long haul because they bring value to the table.
Metaphor for today’s lesson – nightclubs
Nightclubs are our sites and product pitch pages. To get into a really hot, swanky nightclub you’ve got to be one of the cool, beautiful people who is influential and gets waved into the club ahead of the line, no waiting. Gorgeous, intelligent and influential friends are like vintage wine, they’ve been around and are well known to be great people.
Google sees any new site as ugly. Very ugly. Old sites are like vintage wine. New sites are like pigs.
Why are you ugly?
- You’re brand new – you’re probably a spammer, Google likes old sites
- You have no friends – you have no links to your site
- You have no INFLUENTIAL friends – no authority sites linked to yours
- You look dodgy – you have opt in/salesy stuff on your page
Enter the 30DC process.
Trying to get into Google doesn’t work. The trick is not to try.
How do you get into the hottest nightclub in town? It’s who you know.
There are three players:
- Ugly you
- Gorgeous, intelligent friends
- The attention-getters
Gorgeous intelligent friends have these characteristics:
- Google loves them
- They allow you to write content (UCG-user generated content)
- They have tags
- They are actually happy to associate with you (aka: link to your ugly site)
The Attention-Getters have the following characteristics:
- They get noticed – they have high PR (page rank). Hey, Google, look over here!
- Sometimes they get noticed too much
- You don’t want your mom to know you’ve been partying with these people
- But, they are firestarters – the match to the gasoline, they get things burning for you
- Partying with them will end up with you in tears
They are the Paris Hiltons and Lindsey Lohans of the internet. You have one of them on your arm and you’ll get in because they are the firestarters. We won’t be needing Paris Hilton because we’re not trying to get into the coolest nightclub, just into the neighborhood bar.
Ugly site = money page. But you have to have one or you won’t have any conversion to sales.
Google “Dominiche”
This is where competition comes in.
- We want to be big fish in a bunch of very small ponds
- We’ll grow into being big fish and dominating big fish, but not for quite awhile.
We want targeted traffic. We want traffic from the people we want to sell to.
Look at it like Aikido vs. Boxing; a very smooth, flowing martial art vs two guys socking the snot out of each other. It works, but if you’re the one attacked wouldn’t you rather win than be left lying on the mat covered in blood? The martial arts are defensive. We use the opponent’s force against them by directing their energy where we want it to go, rather than letting them hit us.
You can also look at it like detours in traffic vs a quiet canoe ride on a blissful lake on a beautiful day. The majority of marketing on the internet is like a detour sign in traffic. They’re annoying as all get out.
We want to canoe ride, we want to add value every step of the way. If you search sausage making tips, we give you sausage making tips, and selling you something to do with sausage making tips.
Action Step
- Go to the top 10-20 phrase search sites and look at them, see what they do. Then do the same.
- Pay attention, take notes, learn from your competitors. This is part of your research.
Google also has video search, and if you tag them right you’ll do very well with them.
Tomorrow, we set up our blogs.
