Tuesday, 16 August 2011

If you are searching for proven SEO tips for new website promotion, keep in mind, there are multiple techniques to utilize when promoting a new website (each with its corresponding advantages and effects and disadvantages or short-comings).
New Website Promotion

New Website Promotion: SEO Tips for Getting Started

The best way to offset variance is to apply structured, persistent and ethical tactics that correspond to both search engine guidelines and end-user conversions. Keep in mind, regardless of the method, it should be repeatable, scalable and provide long-term value.

What is the distinction between ethical SEO promotion and blatant spam? The first thing to decide is (a) are you only going to promote one site (b) are you promoting multiple sites and (c) what is the role / relationship of those sites in their respective functional SEO order. Keep in mind this is only a tactical SEO tactic outline, not an endorsement.

Once the pecking order and relationship is decided, then how is a conversion tactic weaved into the strategy to (a) encourage conversion (b) acquire a list for future promotion and (c) facilitate residual passive income or (d) additional conversions secured? (we will cover each in this post).

The Pecking Order

The pecking order is often referred to as the money site as the apex, the satellite sites as the 2nd tier push and then there are typically drip-down links (over time) one would acquire from a third tier or sites to create buoyancy for the 1st and 2nd tier.

Nurturing Sapling Sites

When you have a new site, it needs to acquire (1) trusted links and (2) links from a variety of IPs, a.k.a (link diversity). This can be done through a variety of tactics such as:

* Writing authoritative content (to attract links).
* Giving something away – E-book, Plugin, Limited Trial Offer, etc., as long as it has a high perceived value to the prospect.
* Getting links from social media, news related or syndicated online sources (free press releases, article marketing, RSS feed syndication, video optimization and syndication).

Once you have your method in place for “the offer” which could be a useful video, great post, e-book, trial, etc. then you are ready to start promoting that content to acquire trust and links.

If you are creating a new website and targeting a competitive market or niche, then we suggest you use theming and siloing (setting up your site structure, URLs, on page content and links in a uniform fashion) and implementing it with a pliable content management system (such as WordPress) to facilitate a drip-down approach for content related to your product or website theme.

Depending on the threshold, a corresponding content to link ratio should be established to offset the barrier to entry and cross the tipping point for “the competitive threshold standard” executed by the top 3 sites as a barometer for your ongoing SEO efforts.

An example of this tactic would be if the keyword has 300,000 competing pages, you may require 50 pages of content, 5 deep links to each page (through the 2nd or 3rd tier push) and 50 internal links to your primary landing page with a variety of overlapping anchor text (which includes 3-5 potential keyword variations).

Then if you concentrate the strongest themed links (from other sites) to your preferred landing page in tandem to the tiered link flow you are supporting it with from within the site, this method can be extremely effective for hedging the aggregate factors needed to acquire a trophy keyword.

You may cross that threshold sooner or later depending on the aggregate layers weaved into your organic (holistic) promotional and SEO campaign – which are both designed to deliver traffic which converts.

The realization here is, if it were easy, everyone would be doing it, so, this tactic accomplishes 2 things (1) it gives your website an upper hand to websites that are not developing topical content (as those pages later transform into rankings and mid-tail and long-tail keyword opportunities) and (2) it provides a solid premise for building themed internal links.

Combine the content development strategy with a selective deep link campaign (getting links to specific pages from a variety of sources) and you can expedite the timeline for acquiring domain authority, which is a precursor for search engine domination via rankings.

The Strategy

1. Position your offer on your primary page.
2. Set up your supporting themed sub-folders for articles on the topic.
3. Start releasing your articles (400-750 words) daily (1 per day for 3 months) to provide 120 pages of unique content all based on keywords that are semantically part of the seed-set for the keyword phrases you intent to rank for.
4. Select how many landing pages you are going to feed, then use internal linking from the articles to provide internal link weight to those pages (with the keywords you intend those pages to rank for).
5. Get 5-10 deep links to those articles or posts via RSS syndication, social media promotion (like using Amplify to publish to multiple social media sites) or article marketing while simultaneously using a round robin approach from Free Press Release distribution sites to get inbound link diversity to your primary landing pages or homepage.
6. Use an e-book or offer to acquire an email list such as (download our 120 page E-book, just enter name and email address).
7. Also, make sure your landing page has a value proposition and conversion objective in case that prospect is ready to “buy now”. Otherwise, this will be your lead-gen sales funnel for phase 2 down the road (for outbound marketing and lateral market positioning based on the subject matter).
8. Let the site mature for one PR update, then you can position it for affiliate offers via contextual links, use it for advertising via CPA offers or as a contextual link source, run parallel offers or use it as a publishing point for affiliates to drive traffic to the site (if you have gain significant themed traffic from your promotion).

Granted this approach requires that you (a) understand the layers involved such as content creation, link building, press releases and content syndication (b) have an appealing offer or create one (c) understand the value of social media to reach others who can refer traffic or cross promote your offer (affiliate style after you have built enough traction) and (d) have a budget to facilitate the process.

The extent of your budget, time or investment in the content and the quality and value of the work (each post, landing page images, copy and offer) are what ultimately determine the conversion rate you can experience.

This strategy can be applied to one website or multiple websites based on the resources available both from a financial standpoint as well as a project management / timeline (with each offering its own margin al yield based on ROI).

Similar to the notion of how much is a top ranking in Google worth all goes back to the long term strategy and short term execution.

If you properly leverage a medium and acquire a customer whom you can sell multiple products and services to through tactful list management, that customer alone (based on your offer) represents that value multiplied by your base offer for as many coversions as you can acquire.

If you are getting an average of 10 new prospects a day from the site (after the 4 month ramp up period), then all you need is a phase 2 objective to monetize those leads of upsell them on your perfect solution.

The gist is, unless you lay out the steps in a logical and tangible fashion, it is easy to get sidetracked or drop the ball in the mid phase when consistency and relevance signals are most required.

The round robin approach on the press releases alone could offset stagnation as you never know if your offer has an emotional hook to an editor, blogger or potential prospect you may reach as a result of that syndication reaching someone through a Google alert, email, social media mashup or through mere happen stance.

All that matters is that you are creating the appropriate signals by doing the work to make those impressions and tracking their impact to determine a firm ROI on your time and funds, which you can then reciprocate accordingly based on the success of your campaign


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