In 2012 SEO was all about keywords. In 2013 it went from being about keywords to being about solutions. In the past you could grab a domain name, through some text on it, point some links at it and you were making money.
However, today it’s about finding a passionate group of people and solving a problem that group is facing. This means you have to stop building sites around keywords and niches and start building sites around hungry people with a problem. It’s one of the reasons I started doing reputation management.
Websites that make money have two things;
Conversion is all about tracking and split testing what’s happening on your site. By tracking your visitors you are able to better understand what things are working or aren’t working on your site and apply the 80/20 rule. The 80/20 rule says that 80% of your results will come from 20% of our work.
If 80% of your money is coming from 20% of your customers you could focus all your deals, software and advertising on that 20% instead of on everyone. This in turn allows you to better target you’re adverting, which lowers your advertising cost, and improves your conversion.
Of course this means tracking everything.
What you’ll learn from tracking and split testing is that a website is not meant to just look good.
Your website will become a solution to a problem. This means you’ll create an experience for people. As you set goals for your site you’ll design your webpage around those goals.
This means you have to understand
- Who you are communicating to
- What their problems are
- How your product solves their problem
- How you can find them
- How to get them to do what you want
If a web site fails to do this it fails.
This means if your a divorce lawyer in Nashville you might need to join some forums that cater to local family’s.