Getting the RIGHT Kind of Web Traffic Matters
Attracting willing prospects to your small business site is critical. Without the right type of traffic you will never get more paying customers.
The Internet Marketing industry has a whole different business model than the one that should be used by local business owners.
Internet Marketing, as I define it, is the business of creating and running online promotions to drive traffic (people) to niche websites (often times crappy ones) in order to get traffic and clicks.
IM’ers (Internet Marketers) make money:
- By selling sponsored ad space or hosting advertising networks like Google AdSense
- By getting commissions from affiliate sales like those from Amazon
- Or by selling their own products & services (often completely digital) thru private affiliate networks.
So for the IM industry, the more people who visit a site then click on links that lead to advertisers, product landing pages and/or sales letters, the more money they make.
But this is how I learned about online marketing and got started as a professional web developer.
After losing my job as a desktop PC technician at a local law firm, I was hired by an “online marketing services” company near my hometown. I didn’t know jack about internet marketing – except how to write crappy SEO articles for side money.
At first I thought that the owner, a retired health care professional, was selling a few personal care items through various affiliate companies, and needed a webmaster to help with a couple of his websites.
Buddy, was I wrong!
This guy has over 256 ACTIVE websites, a staff of 17 people (including a business manager, a couple of web designers and SEO writers, a international mob of blog article posters, along with me as the in-house & digital drudge.
I was officially called a website manager since webmaster was just too tame a word for the work I did everyday.
This company was a true Internet Marketing business. Everything it owned and operated (except for our workstations, chairs and desks) were completely online.
We created a handful of massive niche websites that earned affiliate commissions at the rate of 3-figures a day, and a whole host of smaller crappier ones that were lucky to earn $100 bucks a month.
The staff’s job was to crank out as many of these $100-buck sites as we could and drive traffic to them as fast as possible.
Sure some of these sites made money, but most of them were lucky to cover the cost of their monthly hosting fees.
And as least every couple of months, Google would find a couple of the crap ones and penalize them by dropping them down in the search results or by banning (de-indexing) them outright.
And since, we had a lot of time to secure or update them, these types of sites were always getting hacked or the code going bad due to how the latest new web browsers worked.
From a technical stand-point, it was a big mess, let me tell you. I hated working there.
But what I hated most was how many small business owners, my ex-boss talked into using these exact same marketing tactics to promote their local sites.
And I could tell but won’t how many of these business owners got burned doing stuff like this. Now I can’t really blame the ex-boss for this (Oh, wait. Yes, I can – I still hate him!)
What I mean is that almost everyone thinks this way.
After all, anytime you search online for small business marketing tips, there is always someone saying you should put up a dinky little site, slap up some lightly-spun content, and start driving traffic to it with some elaborate link building scheme.
Or you have some local web designer tell you that “if you build it, they will come”.
With ‘it’ being a pretty nice looking website – one that is ‘pretty useless’ when it comes to attracting traffic and promoting your business.
Internet Marketing for Local Companies is Different!
Here are some cold, truths:
You only have the one business website – you might get one or two more domain names, but the chances are good that you will only have the ONE website to represent your business.
This means you CAN NOT afford to have your only website get banned by Google. This is not to say, you won’t get ‘Google slapped’ or penalized (drop in the search engine rankings) every once in a while.
But you can’t have your site disappear from Google’s search engine results all together. Being banned by the Big G is serious business, especially since more and more people are using Google as a combination business directory, phone book and mapping service.
This is why you as a small-time website publisher have to market your business using a completely different model. And that model is the “niche authority” website.
A niche authority website uses a couple of different tools and tactics to attract attention while not using a lot of risky tactics gleamed from the Internet Marketing industry:
Uses WordPress as the foundation for a good local website – This is because WordPress is a secure, robust and easy to maintain website software program and is one that business owners can control without knowing any code or wasting money on quick copy updates.
Uses sound SEO principles to setup a functional marketing system – This means you won’t ever have to worry about your site getting kicked to the Google curb, due to ‘sneaky tactics’ or complaints of ‘web spam’.
Uses quality content to attract the RIGHT kind of traffic – This means your site might not ever get millions of visitors a month – you will get business to come to you, i.e. people who actually want to buy what you have to offer!
If you have any questions or comments about this article, I invite you to > drop a line to me here.
To learn more click here > why niche authority sites work better.