Holistic Website Optimizing....
Holistic website optimizing transformed our online business from an obscure website hiding in the outskirts of cyberspace into a thriving, successful internet business with over 25,000 visits a month. This is the second article in our Holistic Internet Marketing series. To start from the beginning check out the first article in the series, holistic internet marketing. Or read on from here to find out how one simple concept can transform your online business...
Holistic Website Optimizing is different from SEO Website Optimizing
There are tons of SEO optimizing websites out there. Some of them offer packages ranging from a few hundred dollars to a few thousand dollars to "optimize your homepage". Others offer "surefire strategies" to sky-rocket your webpages to the top of the search engine listings. Sometimes it works, but oftentimes it turns out to be lost money with no noticeable difference in page rankings.
Holistic website optimizing takes a different approach. It's about taking a look at the "big picture" of your business. It's about making sure the message you're marketing is the one people are looking for. It's about seeing your business as a unified whole so you can clearly market the right concepts and attract your "ideal visitors". It's about running your website business with integrity so you win with increased sales and your customers win with exactly the products and services they were looking for. It puts the "holistic" into holistic website optimizing.
It's not just about "winning the keyword". It takes into account what happens when you've won that keyword and real people show up on your website as a result. Are they satisifed? Do you offer them what they were looking for? Or do you offer a page that was "thrown" onto your site just for the purpose of getting the traffic, one that doesn't compel them to stick around and learn more about you.
The distinction is important. It is the difference between unsatisifed visitors and a high bounce rate as they click away from your website to making a connection with your visitors, turning those real people into customers, enthusiasts for your brand, word of mouth advocates for your website, and ultimately... into satisified repeat customers.
But we've started with the cart before the horse... the first step is getting those visitors coming to your website. This article is going to cover keyword research and keyword optimization from a holistic marketing perspective. Then we're going to move into the holistic marketing concept of delivering value so that those same visitors stick around long enough to engage with your marketing message.
Holistic Website Optimizing : Keword Research
In the first article in this series, we covered a basic overview of why keyword optimization for your webpages is so important. We used the example of a reflexology practitioner who threw together a 3 to 4 page "service style website" (a website consisting of a handful of sales pages). The result? Hardly any visitors and no conversion to sales!
It's a common mistake, and one that you're going to avoid with the techniques in this article. The truth is, it all starts with keywords. Let's revisit that reflexology example to learn how to get the most out of a holistic website optimizing using keyword choices...
Our fictional reflexologist didn't know a thing about keywords and had chosen webpage titles like "reflexology treatment" and "reflexology session". Sounds good enough, right? A person looking for a reflexology session may type those terms into the search engine, right? Right?
Actually, no. And the only way to know for sure is to do a little research.
So I shared a short list of researched keywords that could get our reflexologist started building traffic:
Juicy! All these keyword phrases showed reasonable daily search quantities. What that means is that people are looking for information on these search terms. By titling a page (using the first keywordin the list as an example) "what is reflexology", scattering the keyword into the page, and including it as the first chosen keyword in the meta keyword tag section of the page, it will cause the search engines to say, "Hey, this page is about "What is Reflexology."
It's a good start, but it's the most basic beginning step to take for holistic website optimizating. It's better than shooting in the dark though! So, where did I get these keywords? Simple. I checked out wordtracker.com's handy little "free keyword research tool".
With the free tool, Wordtracker will show you up to 100 search terms containing your chosen keyword. In this case I typed in, you guessed it, "reflexology". There were a lot of results shown on the list, and I chose these because they seemed like topics a reflexologist would a) know about b) want to share information about c) be able to convert to money (such as the shoes and classes).
So you're all set right? No need to read the rest of the article, just head over to Wordtracker.com! Mmmm. That depends on how seriously you want to build your online business presence. Are you building a hobby or a successful business?
See, the free option from wordtracker offers a great statistic about how many folks are searching for specific keyword terms. But that's only half the picture. There's also the little matter of how many people have already optimized for those keywords.
Why does that enter the equation? How many other website owners have already optimized for your chosen search term has huge consequences on how easily your page will rank for that term, so you can see... it matters alot.
Going back to our "what is reflexology" example, when I typed in that search phrase into google it came back with 418,000 pages. Ouch. Why would the search engines think your page called "what is reflexology" is better than four hundred and eighteen thousand pages on "what is reflexology"? You can't exactly write them a letter and tell them that you've been doing reflexology for 50 years, have studied it extensively, and are the guru of all things related to reflexology.
That's why you've got to convince them using holisitic website optimizating techniques. The first step is taking a really good look at those other websites. No I don't mean reading all 418,000 pages! I mean finding out how many of them happen to have that keyword phrase on their page randomly and how many have done website optimizing. It will give you a clearer picture of how much supply there really is.
We use an extremely handy feature that comes free with our webhost (it's not a common feature with webhosts, so yours probably doesn't offer it). The feature let's us see how much "real supply" there is for each keyword search term we're interested in writing a page about.
I checked out our example keyword phrase and found out that 735 websites have optimized for the phrase "what is reflexology". That's a lot better than 418,000! It also means that with a bit of holistic website optimizing, it would not be too difficult for a reflexologist to appear on the first page of search engines for this term.
Not all keywords will turn out this positively though. For example if your keyword phrase that you were holistic website optimizing for was "reflexology" you'd have too much supply to easily win it. Reflexology comes back with 808,000 pages on google and 67,282 pages of keyword optimized supply using our handy dandy web-host supply tool.
Those are pretty tough odds. That's why it's important to know before you start writing content what the real supply is. It can keep you from writing the best page ever on "reflexology" and still appearing on page 89 of the search engine results.
The way you do this is by combining research on keyword terms related to your site concept that folks are searching for with research on how much supply already exists for that term. It will let you write keyword focused webpages that a) are something folks are looking for and b) aren't impossible to win because of staggering amounts of supply.
Holistic Website Optimizing : The Next Level
So... let's cover what we've learned so far. You've discovered that keyword phrases are terms folks type in and that the results are shown in search engines. You've learned that it's important to choose keywords that people are actually looking for (such as "what is reflexology" vs. "reflexology sessions") so that your page has a chance of being found. You've learned how to discover what keywords people are looking for by using free tools available on the internet. You've also learned that it's important to choose keywords that not only have people searching for them but that also have realistic supply numbers in order to be found.
There's one more factor that needs to be considered in optimal holistic website optimizing. It's the placement of the keywords and quantity of times they should appear on a page. Your chosen keyword phrase should appear in the title, in the meta keyword tag, as a headline, at the beginning of the article, and scattered throughout the article. There are a lot of factors that go into how many times the word needs to appear. It's not as easy as saying 5 times. Each page is a different length, and it is more of a percentage than a specific quantity.
We haven't had to take a hundred SEO courses to discover this, because our website building package includes a built-in feature that tells us.
Every time we add a new article to our website, our website package automatically analyzes the page and lets us know if we missed a spot where we should have added our keyword, and it lets us know if we have too few or too many instances of the keyword on our page for optimizing purposes.
This feature, coupled with the keyword research tools that our website building company provides, are what we attribute to our success and the 25,000 visits a month we get on our website!
It's not neccessarily because of the way our articles are written or any other "magic touch". It's because we learned about holistic website optimizing after a full three years of dismal failure with our previous website (less than 10 visits a month after three years!) and because we discovered the right tools to get the job done.
Whether you choose to take this information and start partially optimizing your pages using a simple keyword tool out there, or decide to start doing the ultimate in holistic website optimizing is up to you and your definition of how much you want your website business to succeed.
Just knowing which keyword terms people are searching for in your chosen niche is a big step forward, and will probably result in slightly better search engine placements for your pages. We decided to take it to the next level, pay a little more up front for our webhost, and gain access to all of the web-building tools they offer.
For us, it's the one factor that we consider the key to our success. You can read more about them here if you want. Or head in to the next part of our article which is just as important as keyword holistic website optimizing strategies.
Where's the Holistic in Holistic Website Optimizing?
So you're ready to start doing some keyword website optimizing. You're going to start finally getting some traffic to your website, and your business will take off as a result.... That's where the "holistic" comes in with holistic website optimizing.
Keywords are the key to getting traffic... but you're interested in a holistic approach to your business or you wouldn't have read this far. What happens when that traffic shows up to your website?
Did you give them what they were looking for? Did they get excited about your business and start telling friends about it? Did they twitter you? Or did they hit the back button in a two-second flash? Let's talk about some holistic website optimizing tips to convert those visitors into long-term customers and clients.
Holistic Website Optimizing Tip #1: Traffic is made up of real people. It's easy to get caught up in numbers and see website traffic as numbers on a spreadsheet. Let's set aside that kind of thinking and remember that each one of those visits in your traffic statistics are made up of real people. A grandmother from Iowa may stop by your website. Or a doctor from the U.K. Or a college student from Brazil.
They are real people and they are all coming to your website for a reason. To keep them on your website for more than 20 seconds you need to have a holistic vision for your business model. You need to connect with them quickly and let them know a real person is behind your website.
What is your ultimate goal or most wanted response? Does it come through subtly yet clearly on all of your webpages? Is your website angled into a niche or is it a hodge-podge of concepts? Spend time contemplating "your purpose" for your website and make sure you are catering to people who have a related interest.
Holistic Website Optimizing Tip #2: Give your visitors what they came looking for. With keyword optimization it is all too easy to fall into the numbers game again. You see a keyword phrase that people are searching for, and write a page using that keyword but with all the wrong emphasis. Let's revisit our fictional reflexologist again and one of the keyword phrases on the list. How about "reflexology for autism". It's easy (once you have the tools in place) to keyword optimize for a search phrase.
You just punch in the term "reflexology for autism" into all the right places on a page, the appropriate times per page and you've got a good shot at showing up on first page results for that page. Your webpage doesn't even need to be about "reflexology for autism" and you still run a good chance of winning for the term. It could be about massage therapy schools in Canada.
Unscrupulous website optimizers pull tricks like this. Pop in keywords just to win for them without providing their visitors (real people) with the information they were looking for. They ride on the numbers game. Get as many visitors as possible and convert them to clicks on pay per click ads. It's a short-sighted business model and it doesn't allow for long-term growth of a business.
It's a lose-lose for everyone involved. The visitor doesn't get the information they came looking for... and as a result they leave quickly... and that means no enthusiasm about the site... or sales.
So, following the holistic model of business, a page about "reflexology for autism" had better actually cover the concept of autism and how reflexology treatments can help with the condition. Don't bait and switch by making the page all about how you're the best reflexologist out there, or about how your reflexology charts are a must buy. Let your visitors read about what they searched for. Make the page well-written and intriguing enough that they "want" to visit the rest of your website. Then they'll stumble across those reflexology charts you're selling in a natural way...
Holistic Website Optimizing Tip #3: Think about those keywords. How do you know what those folks who typed in a keyword are actually looking for? Sometimes it's easy like with the "reflexology for autism" example above. Sometimes it's not so easy to decipher. Take the time to think about your visitors and what they may have in mind. Then deliver it to them completely. Let's look at another keyword example, "reflexology shoes".
A person who types in that keyword search term is probably looking to buy a pair of reflexology shoes. They might be interested in reading a review of different brands or a person's beneficial experiences with one brand. They'd probably be intrigued to find out all of the different brand names that are available for purchase, or even see some photos of them as well.
To apply the holistic business model and holistic website optimizing to just this one page, it would be ideal to write a page reviewing different reflexology shoe brands, complete with photos, links for where to buy them, and pros and cons about the different options available. If you learn to think about your visitors and their reasons for typing in a keyword search term, you'll be able to provide them with a rich, full experience when they arrive on your page. This is what turns "nameless traffic" into "enthusiastic repeat visitors".
Holistic Website Optimizing Tip #4: The gentle pre-sell. We covered pre-selling in depth in the first article in this series, but for those of you who didn't read that one, I'm going to cover it briefly. A pitfall that many website businesses fall into is hitting up visitors with a hard sell right off the bat. It's perfectly fine to have a most wanted response (conversion of visitors to customers or clients) but when you think about this holistically, the perspective changes a little.
People are bombarded with loud advertising everywhere they turn. Think of your website as a haven for them and choose your marketing methods a little more subtly. It can pay off with big dividends. Sure, have the ads (we certainly do) and sell the products or services... but give people a chance to navigate your site without getting hit front and center constantly with sales pitches. Warm them up with lots of articles and information. It will keep them surfing your site longer, which gives them more time to know you before pulling out their wallets.
The Next Step for Holistic Website Optimizing
We've covered alot of ground in this holistic website optimizing article, and now you have a firm understanding of why it is important to choose keywords that people are looking for and that aren't oversaturated. We've given you some ideas for tools that will help you research keywords for your website, and we've talked about what to do with those keywords when you've discovered them.
All of the tips outlined above (and in the first article in the series) are the steps we took to develop our website business from a sad and lonely 10 visits a month to over 25,000 visits a month. You can too by following the same steps, and using the right holistic website optimizing tools. Our next article in the series is a "what not to do" approach. Our sordid story will be laid out for all to see. Learning from other people's mistakes can be a real eye-opener. Hopefully it will shave off years of mistakes for you!
(more coming soon)
Holistic Marketing Guide for your Business:
Creating a Holistic Office Space
Feng Shui Decorating Tips for a Healing Office
Practitioner Pricing Tips
Business Success Tips
Holistic Internet Marketing Guide 4 Part Series:
Holistic Internet Marketing
Holistic Website Optimizing
Holistic Web Page Marketing What Not to Do
Holistic Web Page Marketing What to Do
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