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Articles Index >> Marketing
What Every Website Owner Should Know
by Michael Cheney
What every website owner should know is that one website is never enough. Too
many people get caught up in the idea of trying to SEO their website, or optimize
their website for the search engines, and simultaneously try to create that
site so that it sells products.
We’re all in this game to sell as many products or services through the
Internet as possible. Many people start off by developing a website that promotes
that product and then registering it with search engines, submitting it to directories,
looking for it in Google and hoping that the search engine traffic comes through.
The main problem with trying to conduct search engine optimization on a website
is that optimizing it like this means the copy, the actual words on the pages,
do not read as well. So it’s impossible to have a website that is, on
one hand, perfectly optimized for the search engines and, on the other hand,
also perfectly optimized to sell as many products as possible. This is why one
website is not enough.
What you really need to do is have one website that actually sells the product.
Then have multiple satellite websites, that are optimized and registered with
the main search engines, that send you traffic through to the main selling website.
Adopting this strategy means that you can have a selling website at the center
of all the satellite SEO optimized sites that converts all the traffic into
sales.
Adopting this strategy is a totally different approach to the one that many
website owners adopt. It means you need to think a bit differently about your
website optimization techniques. You need to create multiple websites with different
types of content that are all optimized and pulling people through. But it’s
not just that. You also need to think of the best ways to send people from these
individual sites through to the main selling site.
With the main selling site, you don’t want to waste time trying to optimize
it for the search engines. The job of the selling site is to sell, obviously,
so you need to spend time optimizing the sales copy; the words on the page,
the headlines, the messages, the benefits, the features, the price.
The selling site should be your main test bed for your product; where you try
out different offerings, different flavors of the product if you like. You can
do that on the selling site without having to worry about what effect it might
have on your search engine rankings, because your rankings will not be coming
from your main selling website. They will be coming from your other traffic
satellite websites.
So create as much content as you can on the other websites that pulls in people
and sends visitors to your main selling website. This is a strategy that I’ve
used for years and it’s been very, very effective.
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