Review of Link Building and Analyzing Web Site Visitors Seminar

Jennifer Laycock recently had a great online seminar entitled, “Who Loves You” that you can still view at this location.

http://www.clicktracks.com/who_loves_you.php?source=I_told_you_so

Needless to say I was VERY impressed upon the knowledge and helpful insight you can learn from this seminar and would like to go over what Jennifer had to say.

One of the things she mentioned was how the internet through the help of blogs has become a virtual reviews post that can make or break a company. She gave good examples of companies that visited places such as Technorati to see what was being said about them. Some of the companies fixed customer complaints and came out shining while others voiced aggression that led to their doom.

Out of curiosity I checked Technorati to see if there was any mention about me and soon discovered that several of the articles that I have written to in the past that appear there.

Jennifer also went on to say the importance of keeping track of your visitors using Clicktracks and its behavior metrics to help you build a better site. Here are some of the topics that she mentioned in the online seminar.

Viral Marketing

Viral Marketing is getting people to do what you want by arousing their own desires. Some of the important quotes used in the seminar that stuck with me were. . .

"The cost is the idea, not the marketing."

"Any idea won’t do, the idea must be something worth talking about."

"Ideas spread because they are important to the spreader . . . not the originator."

Jennifer gave good and bad examples of viral marketing at work to show you just how important viral marketing can become and also the pitfalls to look out for such as the ‘too much, too soon’ concept.

It was mentioned that to create good viral marketing you can ask yourself. . .

• What sparks passion in my customers?
• What hasn’t been done before?
• How will your idea benefit your users?
• Will your audience risk their own reputation on it?

Here are some tips for viral marketing that were mentioned. . .

• Give away products or services.
• Make it easy to spread the ‘word’.
• Be ready if things really take off.

Link Building

Some of the linking strategies that Jennifer mentioned are listed below:

Link Baiting – Having useful information such as online tools, great content, RSS and News feeds, etc. that people would want to link to.

Reciprocal Linking – Finding the correct partners to exchange links with without using automated software and by being personal. Make sure the link exchange is of relevant content, has value both ways, and be personal when requesting a reciprocal link.

Jennifer also stated how NOT to ask for links with such examples such as using form letters, automated programs, pestering people with a follow up right away, and using the wrong words when asking.

I agree with Jennifer that the most valuable and highest quality links are the natural incoming links. Natural incoming links come from such sources such as articles, blogs, RSS feeds, free tools, discussion forums, press releases, product reviews, and photo galleries.

Online Reputation Management

One of the things that were strongly emphasized in this seminar was learning what people are saying about your company and/or product. Jennifer gave classic examples of how you treat a customer can determine if the company comes out shining or comes out tarnished.

You can build a good positive reputation to give your web site a good name by engaging in dialogue in forums and blogs. Two things that Jennifer really emphasized were that if you are wrong admit it! And treat all comments with good customer service.

Focus Through Profiling

Jennifer explained how to customize the Clicktracks software to set up profiling for the following three types of visitors below. By examining the habits of the three profiles listed below with information such as keywords specific to each profiler, where they came from linking wise, etc. you can discover the interests of each profiler and learn how to tweak your web site for creating a better ROI (Return on Investment).

An example she gave was that she discovered that Google sends 22% of all visitors, but only 15% turn into ‘buyers’. While mothering.com sends just 2.2% of visitors, but 3.5 % turn into ‘buyers’.

Jennifer explained by looking at these stats that Clicktracks created you can see that SEO for Google is an important area to look at because they give the bulk of visitors to the site. Even though mothering.com only comprises of 2.2% of visitors the 3.5% rate that turn into ‘buyers’ shows that mothering.com should be looked at more closely.

Readers

Visitors to your web site that spend two or more minutes on content are generally categorized as readers. Although the readers don’t actually ‘buy’ anything it is explained by Jennifer that they are still very important for generating ad revenue, affiliate sites, and can become a powerful focus group. Upon examining the habits of the ‘readers’ that visit your web site you can determine what areas are of interest to the general public and tweak your web site accordingly.

Among the things by examining the ‘readers’ of the web site Jennifer was able to conclude that she could get more readers by continuing content expansion based on areas of interest, continue relationship building with other bloggers, and build new relationships with resource sites.

Shoppers

Visitors that view products on your web site are generally categorized as shoppers. Shoppers that visit your web site are valuable because they can turn into buyers and spread the word about your site. Jennifer also explained the importance of following the behaviors of this group to see what shoppers are generally interested in by using the Clicktracks software.

Jennifer learned by examining the behaviors of the ‘shoppers’ that she could get more shoppers by seeking out similar exposure opportunities and non-promotional forum postings. Jennifer made sure to emphasize the NON-PROMOTIONAL part when posting to forums to develop good relations.

Buyers

The visitors that add an item to their shopping cart are generally known as buyers. The buyers are important quite simply because they ‘buy’ things and by using your product it will be free advertising for you.

Upon examining the behaviors of ‘buyers’ on her site Jennifer learned that she can increase the buyer amount by promoting search engine visibility and building new affiliates.

In Conclusion:

If you want to learn how to turn visitors into customers and build traffic to your web site I highly recommend listening to Jennifer’s seminar at http://www.clicktracks.com/who_loves_you.php?source=I_told_you_so

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