Conversion Rate Boost for Top Ranking Keywords

Well, I have been playing with the new version of Webmaster Tools and it’s really something.

The three new pieces of information that are really exciting to me are the number of impressions for a keyword; the average rank for the keyword and the clickthrough rate for a keyword – in a given period.

This is exciting stuff.

The ranking/clickthrough/impressions data is especially useful to me when I have a site under test because say I have a microniche site with a theme keyword ranking average position 4 in a month, with 500 impressions in a month and say 50 clicks. In theory, once I get to know the average conversion rate for a targeted site at a given ranking, I could extrapolate the data to forecast with some accuracy what I can expect to achieve when the site gets to no. 1.

And herein lies the first eye-opener!

Aside from any inaccuracy with the “impressions” number, and there seems to be some, the big revelation is the conversion percentages.  To date I have been using the old AOL table from 2006 to determine what percentage of traffic a site could expect to receive at no.1, no.2 etc.:

Now, though, judging by what I see in Webmaster Tools for my sites, it looks as if this old data, based on averages for all sites whether targeted to a keyword or not, is really not appropriate when it comes to forecasting the clickthrough percentage at a given ranking for targeted, focussed, Thirty-Day-Challenge-Style microniche sites. Recent examples from my stats seem to confirm an example in a new training video on this subject on Thirty Day Challenge Plus, which I cannot quote, but if I take an aggregate from all the data so far I get these very approximate expected conversion rates:

OK so it’s early days, and these results are VERY ROUGH and based on a TINY sample, but this looks very exciting. On the face of it, this means that I can expect much higher conversions from targeted niche sites than the old table led me to believe.

Note how the total is way over 100%.  This is likely because the highly relevant, targeted pages involved really do pull in the traffic far better than the global average page for that keyword – something that I, and many others, overlooked since that original table appeared in 2006.

If, through use of Google Webmaster Tools, we build up enough case history in the conversion rates at a given rank for targeted sites, this will lead to big changes in the assumptions we make.  For example, at present the Market Samurai tool, which I love, applies a 42% multiplier to expected traffic to give “SEOT” which is expected traffic at number 1.  This is in line with the 2006 AOL data.  It will be interesting to see if the tool is changed in time to reflect what we will learn.

Please let me know your views on all this by leaving a comment below.

Following a review over Christmas, I have decided that I will continue with my bigger, longer-term, niche travel site, as was planned all along, but that I will recognise it for what it is – i.e. longer term, and now concentrate on doing things that will get some cash in during the shorter term.

So how can I do it?  Well, my most successful site is my Thirty Day Challenge-style microniche site on TVs.  In December it earned about £55 I think it was, and looks to be doing similarly in January.  OK, I know it’s a seasonal one, but it proves that the methodology can work.

SO, I reckon that it’s worth some commitment from me to try to do the so-called “rinse and repeat” and ramp up the number of attempted microniche sites.  To this end, I have this week published four new sites, each with one post now live, and five more scheduled in Wordpress.  They also all have Ezine articles, Hubpage hubs and Squidoo lenses, and I’ve done some social bookmarking for each one too.

My plan is to publish four sites per week, for 13 weeks.  Judging by the workload this created last week, that is a hard target for me.  Hard, because I write quality, value-added content, and this schedule means I have to do it FAST.

The other difficult thing is that I have no clue whether the microniches I am trying will work.  From August to November, I built seven microniche sites, and only the one has “worked” so far.  I am very concerned that even if I somehow keep to my gruelling schedule over the next 13 weeks and produce 50 sites, only, say, five of them will “work”.  It makes my heart sink, that thought.  On the other hand, if I end up with, say, 20 successful sites out of the 50, I will be over the moon. So, I am applying the Thirty Day Challenge methodology with blind faith, suspending all doubts and giving it a proper test, with a decent volume of sites, to see where that takes me..

So far, week 1, four sites up.

Hello again

As you may know if you read this blog regularly, I am building a niche site about holidays in the sun.

When I started, the intention was to have categories under the main site that would be based around longer-tail keywords, because with the travel niche being so competitive in internet marketing, I realised I would have no chance on the more popular keywords such as “hotels in Spain”.

So, I picked a few keywords that looked less competitive.

The problem is that the training I got during the Thirty Day Challenge taught me how to evaluate keywords but did not take into account any regional targeting.  Trying to apply the same criteria to the UK market just does not work.  Whereas, for example, in the 30DC we are taught – go for a keyword with traffic at no. 1 of 80 a day or more, and phrase-matched competition of 30,000 or less – these criteria are not right for targeting the UK, and the problem I have is that I cannot find any information on what the UK criteria should be.  Maybe I should email Dan Raine in Manchester?

Meanwhile, until Dan Raine reads this or until I find the answer somewhere else, I just have to muddle through as best I can, testing this and that strategy and finding through my own expenditure of time and money what works and what doesn’t.

There must be many people new to Internet Marketing who are targeting the UK market who are in the same position – it would be good if there were a central resource for our experiences.  (Maybe there is – if you know of one, PLEASE let me know!) The problem with Internet Marketers as a group is that they are all so cagey about what they do, I mean exactly what they do, in case someone “steals” all their business or spams them up.  Or something.

Anyway, back to the long tail of travel.  In the travel industry, this means something like the process whereby suppliers bring an ever increasing choice of micro-niche holidays to the market, aimed at an ever-decreasing number of customers per product.  In Internet Marketing, long tail is similar, but based around keywords, using an ever-increasing number of micro-niche keywords, aimed at an ever-decreasing number of web page visitors per keyword.

As I understand it, the reasons we go for long tail keywords are:

• they are highly targeted to visitors who searched for something very specific, and are very likely to buy
• there is very little competition even in a competitive industry

The big problem of course is that you still need some minimum amount of traffic in order to get some sales.  evaluating that traffic is very difficult using the standard tools like Google’s Adwords Keyord tool or Search-based Keyword tool, because the numbers just are not there for the really low volume, focused keywords.  The only way I know of really assessing the traffic is either to make a test site (a la Thirty Day Challenge) and get it to number one and see for yourself what the traffic is like, or to do a short Adwords test.  The 30DC site build takes time – and if you are aiming at a low volume keyword, you could spend a couple of days on the site and all its initial promo only to find that there is no traffic.  Ever.  This has happened to me several times now.  So, I am moving towards using Adwords as a test as this costs less than £10 a time; usually less than £5; and saves about two days work.

So, my plan for the travel site was to build categories where I could go for longer tail keywords, yet have everything under the umbrella of a strongly-branded site, a site that in time would earn reputation and authority and where the sum of all its microniches would be greater than if they were all separate sites, thanks to the domain authority.  This was always the plan, but what has changed recently is that I have found a few travel affiliate blogs and had an interesting dialogue or two with some of the authors.  It seems that in travel, you basically have to go long tail – and then go looooonger.  It is just so competitive that you can ONLY go for the low traffic, long tail keywords.  Attacking “hotels in Majorca” will leave you, even after quite a lot of work, in a very long queue behind Expedia, TripAdvisor, Holiday Watchdog, Thomson, ulookubook.com, sunshine.co.uk, Alpharooms, Thomas Cook and the rest.  Because in travel, these big boys are on the ball when it comes to the internet.  It’s not like engineering components.

I am changing tack, therefore, to go even longer tail.  I am also thinking more laterally about the travel keywords – seeing what I can come up with that does not just include the destination in the keyword, but could be based around a specific attribute of travel, say based around  travel advice, travel tips, safety etc.  Whatever – it has to be long tail, and I think I will need to verify the traffic via Adwords, if I can.  As you can tell, I am learning as I go.

So why am I bothering with travel at all given that it’s so competitive?  Why not just go for low hanging fruit instead?  Well, I am INTERESTED in it for one.  Secondly, a customer is likely to generate at least £15 and as much as £100 in commission, so you don’t need as much traffic as if, say, you are selling DVDs (also ridiculously competitive – but without the commission levels – why would anyone do that?)  Mostly, though, it is the interest thing.  I have already spent too much time over the last few months trying desperately to inject humour into my writing about really dull topics, and I can do it, but it’s a killer.  Here’s an example:  Oil Filled Radiators.  See what I mean?  I tried..

So on I go with the travel niche.  I will keep on with the microniche sites too, but there are only so many hours in the day and the travel site, now at 50+ articles since starting on 1 Oct (and no traffic), takes a  lot of work!

***** If anyone reading this would like to offer advice to me and to others on succeeding in the travel niche, please leave a little comment.  Go on, do it now..

After about two months in this game, following the Thirty Day Challenge internet marketing formula, and learning an absolute SHED load of information, I have come to settle on a niche to develop, one that I am happy with, and one that has lots of possibilities.  I am going to tackle the travel industry.  Now let me tell you how I reached this point:

At first, for my “challenge” test site, I was advised in the training to examine my “interests” and subjects “I know about” – but these yielded no immediate ideas, so to keep up with the challenge deadlines I decided to do something based on a physical product where I had identified a hopeful keyword.  Hence PushchairStroller.net was born.  This was a failure in terms of the challenge, because there was a quirk with the keyword, half of it being used only in the UK and the other half only being used in the USA.  So I got to number 1 and no traffic. Of course, I have no interest in pushchairs, and to be honest the next site was a little more interesting to me – in the field of fitness.  I like to keep fit myself and I was OK about writing articles on this subject.  However, the “digital product” that I am referring people to – well, you really can get the same information anywhere on the internet if you can be bothered to look – and I can’t honestly say I believe in it.  However, I stuck with it as a learning exercise – and I am still pushing it because it seems that it is more competitive than the research suggested and I cannot get it near the top of the search engines just yet.  The traffic of 15-20 visitors a day have not bought anything.  Today I added an email subscription box – subscribe and get a free guide.

Oh dear, this was meant to be a quick post.  Anyway, on to the next site, for an electronic product.  This has been up for about six weeks and is now at no 5 for its main keyword with about 15-20 visitors a day.  Three sales so far, which is not bad for the number of visitors.  I am pushing this like crazy – no – that’s a lie – I would LIKE to push it but things get in the way..

Then I directed by search towards travel, because actually I am interested in it and like writing about it – like so many writers, of course!  I did some keyword research and quickly found that most of the niches are mega-competitive – but at least it is a wide area to look at.  The  monetisation side is excellent too – if only I could get a sale or two.  My first two test sites went well – well weird that is.  One has yet to rank anywhere interesting, and the other, after about four weeks, is at number 8 for the theme keyword.  The problem is that the 1200 forecast visitors for the number 1 slot should dilute into something more than the two-a-day I am getting at number 8.  So what is wrong?  Who knows.  There is some seasonal stuff coming into the mix, but I allowed a lot for that and even so..

The point of this post, which I have digressed from, is that last night I hit a sort of epiphany – I realised just how “right” the travel niche feels for me, and that I am indeed ending up following the advice and marketing something I actually like – why on earth could I not see this in August when I was looking at my interests and trying to relate them to Internet Marketing?  I am not stupid, but in this case I was hopeless – couldn’t even see what was right in front of my face!

Oh well, not much time lost and at least one of my pre-travel test sites has made some sales!  Now, I have been either brave or stupid and registered a rather generic travel brand-rich domain name and intend to build content on this for a long time.  Alongside this I intend to develop a lot of (hopefully) quick-win micro-niche sites with keyword-rich domains.  And I am trying not to think about the £1800 gross that I am not earning each month, which is what I need to pay the bills.

Well, as it is the start of October, I have just done a quick review of what I have managed to do in the past two months, since the start of the Thirty Day Challenge.

I now have several websites up and running.  There is the 30DC one, which I have abandoned, because it failed its 30DC test, as although it has been at or near to the top of Google for some time, there were virtually no visitors.  Ironically, it did attract a sale – my first sale – via Amazon, and commission, the amount of which will be etched on my mind forever – £1.57.  It was a shame that the sale was so small.  Pushchairstroller.net, the site in question, had products that averaged about £150 which would have given me more commission than this.  Since that website was deemed a “fail” about mid-August, I started on another one, this time selling a so-called “digital product” (which basically means a load of pdfs, video clips and audio podcasts) in the fitness field.  The website looks great and I have continued to add posts and build links to it, because, unlike the pushchair site, this one did not go straight in at the top and it was clear from the early days that it had a lot of competition.  Until yesterday, having been live for about six weeks, a search on the main keyword for the site would find my site lower that number 100 in the list – but yesterday it suddenly hit 100.  The site is listed higher for another keyword that has less traffic, and this ranking has been improving gradually and I am in the top 10 with that one.  Traffic is gradually increasing, and is usually about 20 a day – not enough.  However, I am continuing to work on this website to see if I can get it higher up the list and more traffic – so I can see if the product sells.

My next website, number three, is in the field of electronic goods.  This had its first round of content and satellite articles etc. finished by about the end of the first week in September.  Since then I have had three sales from this site, and commission of about £16, again from Amazon.  The conversion rate is excellent so far, so this site has passed its 30DC test with flying colours and I am working on getting it ranked higher than 8th or 9th where it now sits, with traffic at about 20 a day.

In about mid-September I began two concurrent travel sites.  I love holidays and everything that goes with it, and thought I could easily write content for a travel site or two – which has proved to be the case.  Unlike the electronic site, which bores me to tears when I write for it, the travel sites are a dream to write for.  So far, these two sites have been live for about three weeks, and the worrying thing is that despite one of them ranking at no. 8, it is getting between three and zero hits per day – the estimated traffic at number 1 is 1200 per day – so there is clearly something wrong.  These site are a bit of an experiment, because although they both meet the 30Dc criteria, the keyword of one is a subset of the keyword of the other.  The longer one gets half of the traffic of the shorter one.  I was hoping to capture both lots of traffic – but to date the 2nd site of the two has not ranked anywhere.

I also decided last month to develop a long-term website in travel – I have a set of domain names for this, and I have started putting content on this main site – rewritten from articles on the other test travel sites.  I am desperately waiting for some traffic and the first sale on one of the test travel sites to see if I can make it and to see if developing this big travel site is going to be worth the work – it’s a very lucrative sector in internet marketing – but also a very competitive one.  It’s just an industry that appeals to me so much – it’s close to my heart, and my partner has worked in the industry and feels the same way as I do about it.  So having a nice big authority site in the travel industry does sound “right” for me.  What I am planning is to find good keywords and develop test sites on each one, re-writing the content and putting each post onto the main travel site too.  This give me an incentive to find travel industry keywords, because we almost get two posts for one.  The main site is more of a generic travel site, so the home page is unlikely to rank, but the categories and posts will be optimised for keywords that basically pass the 30DC criteria, so should have a chance of ranking – the thing that they will not have is the keyword in the domain name – rather it will be in the category and/or post URL.  Anyway, we shall see how all this goes.  As I say, as of now I am desperately awaiting some traffic at my first travel test sites.

Sort of “on the side” I have also put together a site on a keyword relates to sexuality.  it’s not an adult theme, but more to do with lifestyle.  I can identify with this minority, being a part of it, and this made it very easy to develop the website.  I have not really followed the 30DC process with this one, because from the very start it went in at number one, has stayed there ever since, and has attracted about 50 hits a day.  I joined a dating affiliate scheme and put an ad on the site about a week ago – and the day before yesterday to my amazement, £1.22 landed in my account, being payment for a lead – which I didn’t even know was part of the deal!  Now, I need to find time to attract some more traffic to some related category keywords, as this is clearly going to be a site with potential.

So, in nine short weeks I have developed six test sites, one fail, two passes, and three still under test.  I have had commission for four sales, and one lead.  I have also started the longer-term wannabe-authority web site in the travel industry.

Of course, total gross earnings of £17.69 in September is not all that near to the £1800 gross per month that we need to break even in our household – but hey – all I need to do is 100 times the same – and I am there!  Seriously, I am pleased with the start I have made here, from nothing, but there is quite obviously a heck of a long way to go!  One of my main fears is that I will slide backwards and not go forwards, in terms of traffic to the sites and sales.  It will be hard, and I have to be ready for this, if during October I actually earn less than this month, or get less traffic.  I have to be ready to face that and bloody well carry on regardless!

Well, I have this morning been trying to follow my thirty day challenge training and use Market Samurai to generate some interest about my websites and maybe even get a few backlinks one day, by making some appropriate comments on other people’s articles and blogs.  How frustrating this backlink building is.

ijumped poppy

Basically, I have just spent five minutes skimming a blog post, and typing in a considered comment – a quality comment.  I followed the rules as stated, and pressed submit.  What happened?  Well, back came a web page with a totally blank screen except for one big, bold, black word at the top – DISCARDED.  Well, thanks for that, Mr Webmaster.  Thanks for a user-friendly experience at your web site.  Thanks for the consideration.  Thanks for the badly-executed automated judgement that my comment was a worthless addition to your site, which actually it was not.

You know, this is one of the things that is wrong, very wrong with Internet Marketing.  If you are on someone else’s territory, whether it is a personal blog or a big blog site like hubpages, you are treated summarily by whatever rules they decide to enforce.  If they enfoce a new set of rules to the ones on site, well, that’s up to them, it’s their site.  If they send you a curt rejection message with no thought about the image it gives of their brand – who cares?   There is often a lot of unfairness, a lot of bad practice and a lot of sheer incompetence in how these sites interact with visitors who want to make a contribution of what is actually “content” for their site if only they could see clearly instead of going over the top with their trigger-happy condemnation.

It seems to me, to paraphrase that old song, that too many webmasters are “seeing the world through spam-tinted glasses – and EVERYTHING looks spammy now!!”

I am not yet used to this Internet Marketing world.  Every summary rejection of my comments on other people’s sites feels like the equivalent of someone punching me in the chest.  Not exactly painful, but not something you want to have done to you all morning.  I think I need to change my attitude a little.  I am taking it too personally.

Well, I have been thrashing around for a day or two looking for my next project and using the Market Samurai tool to research new keywords to chase after.

I was becoming more and more frustrated, and decided to ask one of the senior posters on the Thirty Day Challenge forum for some help.  He has posted some really useful information on the forum and was only to happy to share it with us all.

Here is the post, for which I am very grateful!

Dean’s Market Samurai Tips

Thanks again Dean.

Wel, great excitement this Saturday morning.  I spent the first couple of hours writing three more articles for my latest two test sites, and then allowed myself the luxury of checking my Amazon associates account for Thirty Day Challenge test site number two, the TV DVD Combi review site, and hey presto – the first sale for this site – a TV/DVD!  This means a nice £7 commission, which is Amazon’s ceiling for my newish associates account.

The thing about this is that the site only went live on 3rd September, some 16 days ago!  More than this, I have only had around 100 unique visitors to the site, of whom about 50 have clicked the offer advertisement – and one bought!  This is tremendous news, but could of course just be beginner’s luck.

Anyway, it has given me a great lift and is a lovely start to the weekend.  Oh, and of course I must thank the Thirty Day Challenge team once again for their excellent training.

It’s 8:45am as I write this.

Already today I have been working since 5.15am at the computer, writing articles for my latest Internet Marketing web sites.  I have written two articles totalling some 1500 words, and published them as Squidoo lenses.  I have also added them to a tool called Traffic Bug (which I was introduced to by the Thirty Day Challenge) to promote these articles.

http://ijumped.net poppy

All of this; about two-and-a-half hours’ work if I allow for the time out that I took for breakfast and a shower – all of this productivity – real productive work – has been completed before your average employed office worker even gets through the door and finds the way to the kettle to make that first cup of coffee in preparation for a gentle warm-up gossip and a leisurely scan through the morning’s emails.

But would I swap what I am doing to go back to office life?  Well, I might – but only under one of the following two circumstances:

1. It is my office and my own company

2. I am so broke that I am in danger of having nowhere to live and not enough to eat.

Onwards and upwards!

Well, the site I had abandoned as a no-go as advised by the 30DC process produced a sale yesterday.  This is a momentous occasion because it is the first commission I have ever earned from Internet Marketing.

It  is only £1.57, so cannot be considered significant financially, but it is very significant psychologically, because it is the first time in all my months of effort in online marketing that money has flowed in that direction!

So, having not touched Pushchair Stroller, my thirty day challenge site, since the “no-go” decision, I am now wondering what I should do with it.  There have been 110 unique visitors in over a month, which is pathetic, of which about 50 have clicked the offer, and 1 has converted.  So the ratios are fine – just the TRAFFIC that is missing!!!  And of course that lack of traffic was the thing that caused me to decide the site was a no-go because it is highly ranked so there is nowhere to go to get more traffic.  It’s still a dud site, but it’s encouraging that the click-through rate and the conversion rate are nice, which shows that I got some of it right and just need to apply the same process to different micro-niches that will get more traffic.  Yes they WILL!  I have two more sites up already, and two more that I have just registered domains for.  Therefore soon I will have four micro-niches on test, sort of overlapping time-wise.  I am just hoping for more traffic on these.

Right, no time to sit back – back to my link-building, content creation, article writing and keying pages into Traffic Bug (don’t ask..)

Oh, you may be wondering how this is going to fit into the big plan of my self-employment.  The answer is that I am giving it everything I have got until it works and I start to earn at least part of what I need each month, from Internet Marketing.