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Casual Articles - Improve Your Quality Score With Multiple Landing Pages
If I had to come up with the three most important areas of marketing, they’d probably be the three PS: positioning, presentation and panache.Yes, I love alliteration, but that’s not the reason why. Actually, it’s what I’ve learned over years of working with small to mid-sized businesses in a variety of different industries. When companies are stumbling over their marketing, one of the three PS is generally at fault.Let’s look at how this works.Positioni
So, in our example a customer would find our general ‘sausage making’ mini-site at phase 1, our sub-niche ‘sausage recipes’ review page at phase 2 and our targeted ‘english sausage recipes’ landing page at phase 3.
So what is the best way to market to the customer at each phase of the buying cycle?
The Relevant Marketing Method
At stage 1 of the buying cycle a customer is unlikely to buy but they may do. They are interested, so we would look to capture them usi
Okay, you’ve decided that you’d like to join the growing group of individuals who’ve opened their own home business. It’s a great decision and I’m certain that you will soon see why so many people have decided to follow the same path. However, you’re probably wondering to yourself what type of business you should start. One great way to get started without a large initial investment is through affiliate marketing.I’m very familiar with the affiliate marketing aspec
First, let’s look at what I call my relevancy radar.
The Relevancy Radar
We’ll use the example ‘sausage making’. That’s our broad niche and our headline keyword phrase. That would also ideally be our domain name. Under that are 3 sub-niches:-
‘sausage recipes’
‘sausage equipment’
‘sausage ingredients’
So, our mini-site would have a home page, and a page dedicated and optimised for each of the three sub-niches. We would also have a ‘contact’ and an ‘information’ page.
Our home page would be a ‘welcome & general description of Sausage Making page’.
Our sub- niche pages would likely be a review style page of 3 – 4 products satisfying the needs of the relevant sub-niche, with links to each merchant’s page. All pages are optimised for their relevant two word keyword phrase. (Include them in your meta tags and go for 5% saturation across the page.)
We are still too broad and not relevant enough so we need to fine tune our relevancy radar. So, if we take the first sub-niche ‘sausage recipes’ and target that further to say:-
‘english sausage recipes’
‘german sausage recipes’
‘italian sausage recipes’
We can now construct separate landing pages for each one, optimised for their relevant three word keyword phrase.
Our relevancy radar is much more finely tuned and you could take that even further depending on your niche.
Let’s look at the customer buying cycle next.
The Customer Buying Cycle
Put simply when people search the internet they go though three main phases:-
1. Research Phase. Where they are looking for general information on a topic.
2. Decision Phase. Where they are looking to compare different products and are likely looking for more information and reviews.
3. Buying Phase. They have come to decision and wish to buy.
So, in our example a customer would find our general ‘sausage making’ mini-site at phase 1, our sub-niche ‘sausage recipes’ review page at phase 2 and our targeted ‘english sausage recipes’ landing page at phase 3.
So what is the best way to market to the customer at each phase of the buying cycle?
The Relevant Marketing Method
At stage 1 of the buying cycle a customer is unlikely to buy but they may do. They are interested, so we would look to capture them usin
The message came from Human Resources. There's nothing to worry about with the newly announced organizational changes and pending merger, it reassured. The changes will be good for the company and good for the people who work here it coached.I've seen a couple dozen messages like this during my career. In fact, I've even crafted a few. I've been through mergers, acquisitions, downsizings, organizational changes, personal career set-backs and a myriad of new corporate
‘sausage recipes’
‘sausage equipment’
‘sausage ingredients’
So, our mini-site would have a home page, and a page dedicated and optimised for each of the three sub-niches. We would also have a ‘contact’ and an ‘information’ page.
Our home page would be a ‘welcome & general description of Sausage Making page’.
Our sub- niche pages would likely be a review style page of 3 – 4 products satisfying the needs of the relevant sub-niche, with links to each merchant’s page. All pages are optimised for their relevant two word keyword phrase. (Include them in your meta tags and go for 5% saturation across the page.)
We are still too broad and not relevant enough so we need to fine tune our relevancy radar. So, if we take the first sub-niche ‘sausage recipes’ and target that further to say:-
‘english sausage recipes’
‘german sausage recipes’
‘italian sausage recipes’
We can now construct separate landing pages for each one, optimised for their relevant three word keyword phrase.
Our relevancy radar is much more finely tuned and you could take that even further depending on your niche.
Let’s look at the customer buying cycle next.
The Customer Buying Cycle
Put simply when people search the internet they go though three main phases:-
1. Research Phase. Where they are looking for general information on a topic.
2. Decision Phase. Where they are looking to compare different products and are likely looking for more information and reviews.
3. Buying Phase. They have come to decision and wish to buy.
So, in our example a customer would find our general ‘sausage making’ mini-site at phase 1, our sub-niche ‘sausage recipes’ review page at phase 2 and our targeted ‘english sausage recipes’ landing page at phase 3.
So what is the best way to market to the customer at each phase of the buying cycle?
The Relevant Marketing Method
At stage 1 of the buying cycle a customer is unlikely to buy but they may do. They are interested, so we would look to capture them usi
Students aspiring to become successful in business have a wide variety of the best schools for entrepreneurs to choose from. Some people naturally have a flair for being successful in business and they enroll in these schools to hone their skills and learn to make better use of any opportunity presented to them.There are so many students bringing in so much revenue that the best schools for entrepreneurs keep competing with each other to better their standing in the b
We are still too broad and not relevant enough so we need to fine tune our relevancy radar. So, if we take the first sub-niche ‘sausage recipes’ and target that further to say:-
‘english sausage recipes’
‘german sausage recipes’
‘italian sausage recipes’
We can now construct separate landing pages for each one, optimised for their relevant three word keyword phrase.
Our relevancy radar is much more finely tuned and you could take that even further depending on your niche.
Let’s look at the customer buying cycle next.
The Customer Buying Cycle
Put simply when people search the internet they go though three main phases:-
1. Research Phase. Where they are looking for general information on a topic.
2. Decision Phase. Where they are looking to compare different products and are likely looking for more information and reviews.
3. Buying Phase. They have come to decision and wish to buy.
So, in our example a customer would find our general ‘sausage making’ mini-site at phase 1, our sub-niche ‘sausage recipes’ review page at phase 2 and our targeted ‘english sausage recipes’ landing page at phase 3.
So what is the best way to market to the customer at each phase of the buying cycle?
The Relevant Marketing Method
At stage 1 of the buying cycle a customer is unlikely to buy but they may do. They are interested, so we would look to capture them usi
Sometimes things just happen. Maybe we lose focus and take our eyes off the ball. Maybe we don't recognize the signs. Sometimes it happens quickly due to a loss of a major customer or loss of a major product line. Sometimes it is a slow, gradual process. Market share seems to evaporate; gross margin exhibits an extended period of decline. Morale suffers, employee turnover increases, net profit declines, costs seem to get out of control and losses become imminent. Some Owners
Let’s look at the customer buying cycle next.
The Customer Buying Cycle
Put simply when people search the internet they go though three main phases:-
1. Research Phase. Where they are looking for general information on a topic.
2. Decision Phase. Where they are looking to compare different products and are likely looking for more information and reviews.
3. Buying Phase. They have come to decision and wish to buy.
So, in our example a customer would find our general ‘sausage making’ mini-site at phase 1, our sub-niche ‘sausage recipes’ review page at phase 2 and our targeted ‘english sausage recipes’ landing page at phase 3.
So what is the best way to market to the customer at each phase of the buying cycle?
The Relevant Marketing Method
At stage 1 of the buying cycle a customer is unlikely to buy but they may do. They are interested, so we would look to capture them usi
Indiana payroll has some unique aspects and conditions. Some of the details and laws are set out in this article including information concerning: tax withholding and reporting; unemployment insurance taxes and reporting; wage and hour laws; and child support withholding.The Indiana State Agency that oversees the collection and reporting of State income taxes deducted from payroll checks is: Department of Revenue Compliance Division Indian
So, in our example a customer would find our general ‘sausage making’ mini-site at phase 1, our sub-niche ‘sausage recipes’ review page at phase 2 and our targeted ‘english sausage recipes’ landing page at phase 3.
So what is the best way to market to the customer at each phase of the buying cycle?
The Relevant Marketing Method
At stage 1 of the buying cycle a customer is unlikely to buy but they may do. They are interested, so we would look to capture them using an opt-in form on our mini-site.
At stage 2 of the buying cycle a customer more likely to buy but they may not. They are more interested, so we would look to capture them using an opt-in form on our review pages whilst giving them an option to buy via links to our merchant sites.
I would not run an Adwords campaign aimed at the first two phases of the buying cycle.
At stage 3 of the buying cycle a customer is likely to buy. They are very interested, so we would look to pull them directly to our targeted landing pages using Adwords.
So, when they search on ‘buy english sausage recipes’ they find our ‘buy english sausage recipes’ Adwords ad which takes them to our ‘english sausage recipes’ landing page.
Our ad is highly targeted and relevant and links to a relevant mini site so our QS is great. Our ad costs are low and our ad ranking high. In this way you can improve your quality score with multiple landing pages that are more targeted to your keywords.
In the next article I’ll look at how to create an effective landing page that will convert to sales.
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