Search Engine Optimization Made Easy

Search Engine Optimization, or SEO for short, is a phrase that describes how you make websites more appealing to Google and other search engines. The more useful Google thinks your page will be to its users, the higher it will rank your page on the Search Engine Results Page (SERP) for your niche’s keywords.

If your website is ranked on the first page–or better yet, in the number one spot–more users will click on your website than on any of the other pages. This can mean the difference between success and failure.

Your chief goal should be to get ranked in the number one position in the SERP for your keywords, or at the very least on the front page. If your site isn’t in the top spot–or at least on the first page–you can’t maximize traffic to your web pages, because less than 11% of all internet users ever navigate past the first page.

In most cases, they don’t even go past the first few results on the first page, which is why it is critical for your website to land at the top of the first page.

Elements of SEO

To get your website in the top spot or on the first page, you need to use both on-page and off-page SEO techniques.

On-page SEO includes such things as using the best keywords for your product niche on your web pages, especially in strategic places such as the title, headline, subheads, and first and final paragraphs of copy. Repeating your keyword so that it represents 2% to 3% of the total words on your web page–known as keyword saturation–is another effective on-page SEO technique.

What Search Engines Want

Examples of off-page SEO methods would include things like creating a large number of backlinks to your web page from sites the search engines consider to be “authoritative.”

Authoritative sites are the places people go when they are looking for answers, such as Wikipedia, About.com or eHow.com. Web pages with suffixes like .edu and .gov are also considered to be authoritative sites.

Search engines will think your page is important if expert sites reference your web page.

The Google Algorithm

Google is the most important search engine on the Internet, representing about 65% of all searches worldwide.

Microsoft’s Bing search engine–which also powers Yahoo!–is the second largest search engine in the United States. In China and South Korea, its biggest competitors are Baidu and Soso. In Russia, it’s Yandex.

If you are working in the U.S., you should focus on improving your ranking on Google because all others use essentially the same criteria to index and rank web pages.

Updates to Google’s Search Engine Algorithm

In 2011 and 2012, Google updated the formula it uses to determine a page’s ranking. Prior to the updates–which were known as Panda and Penguin–Google valued the number of backlinks a page had, especially from authoritative sites.

But crafty Internet marketers figured this out and were able to create software that artificially created backlinks to their pages in order to inflate rankings. Google countered this by changing its search engines.

The Panda and Penguin updates assigned less weight to backlinks and more weight to social approval, which includes things like Facebook “Likes,” Twitter links, and especially Google+ +1’s.

Backlinks

Backlinks are still an important part of the way Google ranks pages, but not as important as they were before the Panda and Penguin updates. Having a lot of links to your pages from other pages will still increase your site’s SERP ranking, but it won’t increase it as much as having a lot of social approval signals will.

Authoritative Sites

Google wants to provide its users with sites that are genuinely going to be useful to that person. That’s one of the reasons why the algorithm was changed to give more weight to social approval.

Users decide which sites are useful and which are not by giving social signals like thumbs up, Likes, and so on. User favorites are ranked higher and considered to be authoritative.

Creating Backlinks from Authoritative Sites

One good way to improve your page rankings is to get backlinks from authoritative sites. To do this, leave comments in forums or blogs that have web addresses ending in .edu and .gov. Make sure you include a link back to your web page. The more relevant and valuable your posting, the more people will be likely to click on your link to learn more.

Or get your link posted on an About.com or eHow.com page so that every time somebody follows your link back to your page, its value increases incrementally on Google.

Beware of marketers who will offer to sell you thousands of backlinks to your pages for not very much money. Before Google updated its algorithm, this actually worked.

But now, these links aren’t going to help your ranking much. In fact, they could lower your ranking because Google now has filters that look for pages with artificial backlinks.

Instead, try to get backlinks from authoritative sites and devote your energy to getting more social approval signals for your pages.

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The 10-Step Structure for Sales Pages That Sell

Sales pages take many different forms, but share the same basic structure:

1. Headline
2. Sub Headline
3. Presentation of the problem
4. Introduction of your product as the solution
5. Social Proof
6. Bonuses
7. Offer
8. Guarantee
9. Call to Action
10. P.S.

Creating Killer Headlines

Your headline is the first opportunity gaining your customer’s interest by making an emotional appeal to whatever problem they are trying to solve.

Headlines should be clear and easy to understand, should include your keywords, and need to attract the reader to keep reading further.

Presentation of the Problem

Right after the headline and sub headline, you want to present the problem that the customer is having, focusing especially on the customer’s pain.

For example, if your niche is dating and relationships, you could present the problem like this:

“Are you tired of striking out when it comes to the opposite sex? Do you get a tight feeling in your stomach whenever you see a happy couple because it makes you wonder if you will ever find the right mate?”

Introduction of Your Product as the Solution

On your sales page, your product should always be the best – or better yet, the only – solution to whatever problem you have just stated.

It’s critical that you portray your product as not just one of many possible solutions, but as the only solution that will give your customers the exact type of relief from whatever pain they are experiencing.

Social Proof

Social proof, also known as the “bandwagon approach,” is when you show your prospects how other people have benefitted from your product.

Social proof often takes the form of product reviews or testimonials. You also can include stories about people who have experienced profound improvements to their lives as a result of your product.

Bonuses

Bonuses aren’t always essential, but they can often help “sweeten the pot” and help customers make the decision to buy decision if they are on the fence. Usually, they are one or two additional products that are related to your primary product’s niche you throw in for free.

You can include anywhere from one to three bonuses. More than three can make it too confusing for the customer.

Make sure you assign a value to the bonus: “The WordPress dictionary ordinarily sells for $19 and the keyword software is worth $29, but they are yours for free if you purchase the main product now!” This lets you increase the perceived value of your offer.

Guarantee

You almost always want to offer a guarantee. For one, it’s just good business. If you aren’t backing up your products with a money-back guarantee, some people might wonder if there is something wrong with your products. Second, guarantees are so common that it will seem strange if you don’t offer one.

You want to limit your guarantee to 30- or 60-days from the day of sale so you don’t have customers coming back months or even years later looking for a refund. It’ a good idea to always provide refunds quickly if a customer requests it.

With digital products, you generally want to let them keep the product rather than send it back because it builds goodwill and makes them more likely to purchase more products from you in the future.

Offering a guarantee also removes risk for the customer: If they don’t like it, they can have their money back. Some people will buy your products and ask for refunds just so they can get the product for free, but not many, so it’s worth it to provide a guarantee every time.

Call to Action

Your Call to Action (CTA) is the most important part of your landing page. Your CTA is where you tell your customers exactly what it is you want them to do: Buy this product, subscribe to this website, and so on.

It is critical that your CTA is clear and to the point. There can be no ambiguity about what it is you want your customer to do. Even if you are a little forceful, that’s okay. Don’t suggest, tell.

By the time readers have made it all the way through your sales letter to the CTA, they probably are ready to buy anyway. Your job with the CTA is to push them into taking action.

P.S.

The P.S. can be an effective last-minute way to close the sale. The P.S. stands for “post-script” and it can be used either to restate the central points of the sales letter or introduce something new, like adding scarcity or another bonus.

More than one P.S. is okay if you want, but they probably should be capped at three otherwise there’s a higher chance your customer will stop reading. In your P.S., remind the reader of the deal or special offer and add urgency.

I hope you enjoy what you learned today! Check back weekly for updated article and lessons. Or better yet, subscribe by clicking on this link now to get more of these educational articles as they come out.

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