The ABC’s of Internet Marketing: Is it all about the Keywords?

Written on Tuesday, April 17th, 2012 at 5:00 am by Adaire
Filed under Financial Freedom.

So the other day, I was stuck in a pretty bad traffic jam. I’m not 100% sure what caused the jam. There were no car accidents, no road work, no floods and no snow. Nothing. To keep myself occupied, I imagined what caused the traffic jam.

After contemplating for a few minutes, I came to the conclusion that it was probably caused by a number of different things. Maybe someone’s car engine stalled for a few minutes. Maybe someone was driving slow, trying to learn how to drive. Maybe a scene for a movie was being shot and a few drivers slowed down to catch a glimpse of some movie stars. Individually, these minor traffic delays wouldn’t cause a heavy traffic jam, but if these minor things happened at the same time, it could cause a complete jam. That’s when I had an epiphany.

Website traffic is a lot like road traffic. Although there may be instances when it’s caused by a single factor, such as massive roadwork, or poor weather conditions, for the most part, what causes web traffic is a number of different factors. It’s not just one particular method or technique. It’s a combination of different factors.

Recently, internet marketing trends are leaning towards the use of SEO (search engine optimization) techniques to increase traffic. Many internet marketers are using keywords in the hope of getting a high ranking in search engines.

However, there was an interesting article I read recently from Internet Marketing TNT that argues against the use of popular keywords. This article by Darren W Chow takes the bull by the horns and asks what every internet marketer is thinking of. The article was called, “Which Is More Important – Traffic or Top Rankings?

As Darren says, the obvious answer to the question is, of course, “both.” We need both traffic and a nice ranking to draw traffic into our sites. However, according to Darren, this is where the problem comes in. He says, “In our effort to turn our sites into virtual cash cows, we tend to lose sight of our priorities as we get distracted by the “clutter” on the Internet.”

His point is that many marketers, in their desire to increase their site traffic, lose sight of why they want traffic to begin with – to make sales. Many marketers use popular keywords to get more traffic, but fail to convert the traffic into sales because they’re drawing the wrong traffic.

Darren suggests that we shouldn’t just focus on getting the most traffic by using the most popular keywords. We should focus on getting the “right” kind of traffic by using the “right” keywords. Optimizing your content using the right keywords is a popular method used to increase traffic in a site. But as I mentioned earlier, it takes more than just one specific method to create traffic.

The best type of traffic is caused by a combination of different factors. A real life traffic jam can be caused by a flood, for example. But just imagine how big that traffic jam would be if that flood happened during rush hour, and caused several vehicles to break down, in an area where some famous movie stars are filming the next Hollywood blockbuster? That would be an epic traffic jam indeed!

This is exactly the type of effect we want for our sites. We want to use the right keywords and place them in the right type of content. We also want to feature great products and link to affiliates that are relevant to our niche. We can’t just rely on SEO techniques to carry our sites. In fact, misusing SEO techniques might even harm our website rankings instead of helping it.

I can try and explain how this could happen, but Michele Pariza Wacek explains it better in her article, “Spiders or Peeps, Why Writing for SEO Can Hurt Your Website Rankings.” In this very insightful article from Internet Marketing TNT, Michelle explains why SEO techniques aren’t as effective as they used to be.
She says, “First off, SEO (like everything Internet-related) has changed. A few years ago, SEO made perfect sense. That WAS the main way people found things on the Internet.”

Take note her use of, “WAS.”

Michelle is pointing out that our searching habits have changed. Although some of us still use keywords for our searches, we no longer rely on generic keywords alone. We search for specific brand names, we search for people and we search for specific details we hear about in different venues – television, radio, print, and even social media sites.

The role of blogging, the personal touch, has increased. There is more emphasis on content and genuine human connections and opinions. It’s no longer about the keywords, it’s also about credibility. As Michelle says, “Google and all the other search engines are going to reward you if your website isn’t deceptive, offers great content, and the content changes regularly. If you do that, the search engines WILL like your site regardless of your SEO.”

If you are an internet marketer, a heavy reliance on keywords may quickly bring your site traffic, but your visitors may click away just as fast once they realize that they’ve been “tricked” to go there with keywords.
If you really want to make a connection with your target audience, you have to take the time to be genuine. Eventually, if you care about your content, you’ll get visitors who will do for you what they’ve never done for those “keyword sites” – they will read your content, they will link to your site and your articles, and, best of all, they would thank you and inspire you to continue what you’re doing knowing that you’ve helped a person find what he or she needs in the most convenient and sincere way you can.

Good luck! :)

Adaire

Image by: think4photop / FreeDigitalPhotos.net


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