Website Optimisation

[bugbear]

How on earth are we supposed to work this game? I have an SEO company pestering me at the moment. They may be good and they may be worthless, I have no idea.

If we have to forget about "woodwork" as a keyword, and if, like mine, the business is not geographically based, then how can I get a meaningful title that is not replicated a million times?

Don't try to play "computer games". Simply write, in clear English, what you are offering; use simple HTML, and follow the HTML conventions.

There are sites (services) which will check the conventions for you.

You are NOT going to come top for poor searches like "woodwork" or "DVDs".

Indeed, if someone types "DVD" as a search, I don't think a human could work out what they really want, let alone Google!

You might do well on the combination (woodwork DVDs), since that's more selective, and does express some kind of intent.

If you're the ONLY person offering (e.g.) a DVD on tenon sawing AND someone searches for that I would expect you to do well.

I'm afraid if you're offering a "me too" product in competition with the big boys, you'll lose, both in google ranking terms, but also for simple old fashioned business reasons.

BugBear

 

[ByronBlack]

Bugbear - I disagree completely. Just because you are offering a similar service doesn't mean you can't compete. There are hundreds of examples where individuals have written a book or produced a DVD and are selling them very well in a full competitive market. Some even become millionaires - it's all down to how you market your product.

In regards to Steve, other than the LN produced DVD's it's not much of a competitive market, in fact, Steve's product is probably the only one in his area with the amount of content that he has.


Steve. I've been looking at your website and to be totally honest with you, it needs some work. It's not compelling enough for someone to buy your product - you need more information to convince the buyer your DVD is what they need.

How about a FAQ section? Testimonials should go right on the front page along with your introduction text and your sales copy. It's sales copy that sells products, your website is very low on this at the moment.

Matt was right in that once you have your traffic, you need to convert them sales.

Also, do you ship to the US? the US is your biggest market, and by not advertising to them and offering an easy way to buy from you, you are cutting off a massive chunk of your potential market.

Secondly, why should I buy from you? What makes you an authority on the subject? You need to build a persona on the web that people can then identify with you as being an expert on your subject, testimonials aren't enough. To do this, you could run a blog (usually this is the best way as it also helps you gain loyal readers). Run a newsletter - this is an essential part of selling online. Once you have a newsletter full of email addresses then you can market to them. Have a special offer? Stick it in the newsletter, have a new product? Advertise to your newsletter - these are already qualified leads and your conversion rate will be much much higher.

Also, why not start a podcast? It doesn't need to be a long winded one, just a simple 5 minute audio podcast each week with a woodworking tip - preferably allied to your video content. You could easily come up with 100 tips in an afternoon, thats enough for 2 years worth of content.

Once that podcast is up and running, when people search for woodworking related audio/video, you'll be well placed to get those listeners.

Also, have you sent your DVD's to your fellow 'experts'? On the net for example that would be guys like Marc Spagnolo, and Matt from matt's basement workshop and the guy from 'furnitology'. Send them a free copy and try and do a deal with them where they can feature your tips podcast with theres on their website and have them review and evangelise your DVD.

In a way I'm envious of you Steve because you have an amazingly high value/quality product and with just a little effort you could turn it into quite hte money making venture. I only wish that I had enough knowledge in a subject to do something similar (although I plan to do something on guitar building later this year).

Edit: I forgot to mention. Use Ebay! It's a good way of getting your DVD's sold (stick them in the crafts > woodworking category), but also make use of their 'classified' ads and link back to your website.

 

[ByronBlack]

Here's a good article for anyone who wishes to find the right keywords:
http://www.marketingpilgrim.com/2008/05 ... words.html

 

[frugal]

Steve, you might want to take a look at Google analytics to analyse where your customers are coming from and for calculating conversion rates.

 

[matt]

The reason why the examples earlier in this thread were a successs are not just because of the tite. The title is just one of many factors within a page that dictates pagerank and search engine position. A search engine will assess the page overall for keywords, and make an assessment on the aggregate rather than any one single factor.

Not disputing that there are other factors, however, the title tag was the single most significant change when it came to ranking. It's a formula I've repeated with consistent success.

Your point about the Tiling site echoes the point I made originally about the influence of the title tag.

 

[ByronBlack]

The reason why the examples earlier in this thread were a successs are not just because of the tite. The title is just one of many factors within a page that dictates pagerank and search engine position. A search engine will assess the page overall for keywords, and make an assessment on the aggregate rather than any one single factor.

Not disputing that there are other factors, however, the title tag was the single most significant change when it came to ranking. It's a formula I've repeated with consistent success.

Your point about the Tiling site echoes the point I made originally about the influence of the title tag.

matt - i'm not disputing the title tag isn't A factor, but it's not THE factor, it's just one of many and for a succesful placement where there is some level of competition which is almost everything these days, you need intergrated content, a title on it's own will not be enough. I've done this for a living, so I don't mean any disrespect, I just want to make sure that everyone see's the big picture.

 

[matt]

I've done this for a living.

Me too. The point I am trying to make is that we are saying the same thing so there's no need to qualify your responses to the point I made about the title tag. It creates the impression that you are disputing what I am saying. I don't care about that personally but, like you, want to retain some clarity around the subject.

 

[ByronBlack]

Matt - fair enough, at the end of the day we both just want to help. I feel I sometimes have to qualify what I say, (maybe you experiene the same thing?) because so many have dealt with dodgy SEO companies and there seems to be a level of distrust within the industry that SEO has somewhat become a dirty word almost like 'MLM' and so on..

 

[matt]

I feel I sometimes have to qualify what I say, (maybe you experiene the same thing?)

I do and I don't. I tend not to make any reference to having been involved in web development. There were so many people on the bandwagon I find it does not really add any qualification. That, however, may be jaundiced view from within the industry.

 

[ByronBlack]

I feel I sometimes have to qualify what I say, (maybe you experiene the same thing?)

I do and I don't. I tend not to make any reference to having been involved in web development. There were so many people on the bandwagon I find it does not really add any qualification. That, however, may be jaundiced view from within the industry.

I see where you are coming from. I used to avoid threads like these, but then realised I have something to offer people in this area that I'll give it ago and try and qualify where I can (In the past I've had to resort to showing my actual qualifications to prospective clients despite a long list of previous work and success - it was at that point I realised the industry was doomed).

 

[Steve Maskery]

Well thank you for the links and advice guys. What a lot to digest! I can see it's going to be harder to market than it was to make in the first place.

BB, thank you for your kind words about my work. On a good day I think I have some good stuff too, other times I wonder what I'm doing. I find it hard to believe that anyone can become millionaire from making and selling a DVD. I'll never recoup my production costs!



Do you have any examples of sites which you think are well-written?

Cheers
Steve

 

[ByronBlack]

Steve,

Here's a good example of sales copy that works - but it doesn't mean you will like it, a lot of people don't however, they do work, this particular guy and accompanying book is one of the most successful on the net:

http://www.burnthefat.com/

It's also a very good book despite the hard-sell site.

I wouldn't advise going exactly for this style - but definitely research how the sales copy is written to answer and dispell a potential customers barriers to buy.

Another phenomenon:
http://www.mattfurey.com/mattfurey_uncensored/

(again, hardsell style - but look at the sales copy)

One of the biggest selling fiction writing system:
http://www.advancedfictionwriting.com/art/snowflake.php

I could probably find some more examples when I get home - i don't have all my bookmarks with me here at work.

Steve, it's really not that hard as it may seem, there is a process that you can follow and test etc..

If it seems daunting, I can recommend some books for you - again, i'll have to do that when I get home.

Edit: I don't know why I havn't suggested this yet, but it seems appropriate. You should perhaps consider offering an affiliate service to sell your product. This way you'll have potentially hundreds of clued-in internet markers generating and closing sales on your DVD for you and they will take a cut. Your product is a niche product which is what they look for, and there is software that will allow you to automate the whole process. You could offer something around the 4-5% (avg rate for an affiliate) on sales, it's a quick way to generate a lot of content and sales without having to do to much work.

 

[CNC Paul]

I find it hard to believe that anyone can become millionaire from making and selling a DVD. I'll never recoup my production costs!





Cheers
Steve

Steve,

you need to wear tighter hotpants and a plunging neckline :shock:



Paul

 

[Steve Maskery]

What, even tighter than my usual?
S

 

[CNC Paul]

What, even tighter than my usual?
S

If you want to sell more DVD's

The tighter the better 8)


Paul

 

[Steve Maskery]

Perhaps I'm just making the wrong sort of films...
S

 

[matt]

Sent you a PM Steve. A quick re-work of the copy on your site...

The Ultimate Tablesaw Tenon Jig

• Advanced system for cutting tenons vertically on the tablesaw with a guarded blade.
  Accurate, micro-adjustable, versatile and fast
  Minimal clean up - your tenons will fit right first time every time
  Capable of cutting twin mortice-and-tenon joint.
  Auxiliary face facilitates spline joints for picture frames
  The safest jig of its kind.

In addition to the video tutorial, the DVD includes:

• Printable PDFs for the tenon and crosscutting jigs, and SUVA-style and auxiliary guard.

Total running time approx 72 minutes.

Versus:

Workshop Essentials 3 - The Ultimate Tablesaw Tenon Jig is an advanced system for cutting tenons on the tablesaw. The idea of cutting tenons vertically is not new, of course, but until now has been fraught with the dangers of using an unguarded blade.
This the best tablesaw tenon jig in the world, even comparing it with manufactured cast iron ones. It is accurate, versatile and fast - the workpiece just slides between two predetermined positions, so your tenons will fit right first time every time. It's also micro-adjustable so that rails and stiles end up flush when you need them to, ensuring minimal cleaning up.
The normally-challenging twin mortice-and-tenon joint is covered as well, and is just as straightforward with this system as a simple tenon.
By adding an auxiliary face, spline joints for picture frames become a doddle, too, and of course, the whole unit is guarded, making it the safest jig of its kind. The DVD also includes FREE PDFs for the tenon jig, the crosscutting jig for cutting the shoulders, the SUVA-style guard and the auxiliary guard.
It is an ideal present for the more advanced woodworker - not recommended for the inexperienced.
Total running time approx 72 minutes.

 

[Steve Maskery]

Excellent! I'll buy one!

Just a minute....

S

PS Now you realize why I'm not in Marketing

 

[ByronBlack]

Good job Matt,

Steve, to help further with your existing content, here's a link with an article that takes you through step-by-step how to optomize existing content:

http://www.wordtracker.com/academy/usin ... eb-content

Actually, that whole 'academy' area of wordtracker has a lot of really good informative info.

 

[mailee]

Well guys most of this has gone over my head? I have just got my website up and running using Serif. (I havent got a programming bone in my body) A friend helped me to design it and I have hosted it with a host site that had good ratings. I don't know how it will do in the Google ratings but have added it to just about every local search engine I can think of. It has only been up a couple of days so far but I can't find it with a search yet??? :?