“Unlocking the Secrets to Getting Targeted Traffic to Your Website”
(most SEO guys will hate me for this)

“The biggest reason people fail is broken focus”

Let me very quickly dispel a myth… when it comes to getting more sales online – it’s not about rankings!!!

The graphic below is a screen shot I have where I’m 5th ranked out of over 400,000,000! (I just checked it again and I’m now 5th out of over 1 BILLION searches!!). Cool eh?! … or so you would think…

How many people do you think came to my website? … most people’s eyes get big and think my servers would have melted and I’d be rolling in the dough…. Guess again….

In the last year I have had 228 visitors to my website for this one search term. That’s it! Practically nothing. Over 400,000,000 and only 228 visitors. You could get that by emailing your friends, family and neighbors. So let me say it again: “IT’S NOT ABOUT THE RANKINGS!!”.

Did you know it takes anywhere from 1-6 months to get ranked on the first page of Google? Typically 3-6 months for good keywords. (The one I showed is a highly competitive keyword). How much time would you lose if you focused on getting rankings with the wrong keywords! Besides, you can only optimize and rank a handful of keywords at a time. Simply guessing or using some off-the-shelf keyword tool like Market Samurai, well, it’s like playing Russian Roulette with your business.

Let me say it again… it’s not about rankings!! Many SEO experts will tell you this. And if they do, they are wrong!

It’s about your TCP – Your Three Circles of Wealth – Traffic, Conversion and Profitability

Everybody wants traffic. That’s a given. You need traffic to your website in order to get leads and sales. Most people get obsessed with getting traffic and never take the time to think about what kind of traffic they want.

… so how DO you get the right kind of traffic to your site?!

Let me tell you a story…

Many moons ago I made the painful (at the time) transition from engineering to sales. I was kinda like Dilbert, but cooler (in my own mind). Sure I knew how to take complex problems and very quickly dissect them into very small, clear objectives that could be systematically carried out. Wow does that sound like an engineer or what eh?!

This worked for me as I engineered $40 million dollar automated manufacturing transfer lines for Ford Motor Co. Designed and built components for the International Space Station Program (hope they are still holding together!!). I was a nut for efficiency.

So I thought: “How hard could it be to get into sales and sell things?”

You just give people something they need. Simple. Or so I figured. So I jumped in with one toe. I also joined an MLM (multi-level marketing) company. Yup I drank the pink koolaid for a bit. Good to do, helps with people and sales skills. They told me if someone was “warm and breathing, show them the plan!” So I did. Never bothered to qualify people.

At the same time I was fortunate to have some mentors in sales teach me how to really qualify people. Amazing, I wasted less time with tire kickers and invested more time with people that could buy.

At the same time, the engineer in me was observing and looking for the easiest and most efficient way to achieve my goals. Then one day it hit me. I finally figured out who I could make the most money from with the best use of my time. I only wanted to deal with prospects and accounts that had high potential yield.

I developed a focus or a “Center of Gravity” for all my sales and marketing efforts

Every sales, marketing and advertising effort I made would revolve around attracting and closing high yield accounts. They would be my center of gravity.

On the internet you should start with only one center of gravity keyword for each niche you are in.

Not 100’s or 1000’s of keywords. One keyword. Start with one that you can focus on, Google will expand you from there.

I was on the phone with a business client today that increased their business 400% in the last year by eliminating all the waste and developing one center of gravity keyword to focus on.

Most people go about this all wrong. Let me tell you what typically happens when companies develop internet campaigns:

First stop: they will listen to a good sounding story from a so-called SEO expert like I showed you above – avoid that like the bubonic plague unless you like wasting 6-12 months and thousands of dollars!!.

Or, the other thing they do is visit the Keyword Candy Store!!! … people visit the keyword candy store and will pick out several hundred to several thousand keywords and fire up an Adwords account.

You can get very Googley-Eyed at the Keyword Candy Store. Many nice, sweet, tasty keyword treats that appear as if they will yield treasures far greater than even the Golden Apples in the Garden of Hesperides.

Problem here is each keyword represents a different conversation and a different buyer. No center of gravity.

When I was in the advertising world, I observed several rookie sales people at my company “dialing for dollars” and going though the white and yellow pages with reckless abandon. They were admired by some in the company and talked a great talk. I shook my head thinking “how stupid!” and went on investing my time with targeted clients who could buy in larger quantities at higher profit margins.

And low and behold, I became one of the top producers in the country while the ones with a lack of focus left the company and are nowhere to be found.

Now I’m not saying this to puff myself up, (I could also tell you many foolish tales too), I’m saying this to make a point.   And here it is:

What kind of traffic do you want? … do you want your internet marketing campaigns to be “dialing for dollars for anyone that has a pulse” or do you want “Highly Targeted Insanely Profitable” Clients?

Here’s the deal, you’re website is your salesman. It’s purpose is to convert the people coming to your site into leads or sales. That’s it.

People search the internet because they are looking to solve a problem or are looking for an endorphin rush. They get to your site because they think you might have the solution for them.

How do people try to find a solution? … they have a conversation in their head and type in keywords that match that conversation. A keyword is the search term they type into the search bar, what they “Google” for. For example, “car” is a keyword, as is “luxury car” and “new 2011 Mercedes Benz luxury car”. Each one of those is a keyword. A short search term like “car” is called a “short tail keyword”, a long search term is called a “long tail keyword”.

Each keyword represents a different conversation.

And remember the lesson from Day 1? 50% of your profits will come from 5% of your clients… these clients have something in common, they have one center of gravity search term that they are looking for.

Find It and You Will Defy All Normal, Common, Ordinary, Customary Boundaries and Restrictions on Creating Wealth Online with Mind-Numbing Speed and Ease

Imagine testing in a real short period of time to determine your center of gravity keyword that…

 

    • There is lots of traffic on
    • Is easily converted into sales (or phone calls, appointments, etc.)
    • Avoids dealing with prospects that are tire kickers

 

    • Eliminates price shoppers
    • Separate you from your competition so you become the only choice for your customers
    • Will speak your customers language and instantly endear them to you
    • You can immediately money on

 

The main focus of the first part of getting traffic is to find your center of gravity keywords and make sure that you can profit from them. For example, once you determine and focus on your center of gravity, then you prove that for every $1 you invest, you make say $2.27 profit. Or whatever the number is, once you are profitable, then you crank up the volume on your traffic, SEO and adspend.

You will have great confidence when you have demonstrated that you are profitable. When you know your ROI, cost per lead and client acquisition costs (if you sell an information product, an ultra-advanced metric to track is your “Profit per Impression” – which is how much money you make for every time your ad shows).

Do you know beyond the shadow of a doubt if you are profitable and do you know your center of gravity keyword in your business?

Tomorrow’s installment is called:

“Ultra-Advanced Conversion Strategies to Quickly Create a River of Leads Constantly and Continuously Flowing Into Your Business”

Blessings,