Relevance in Internet Marketing

Relevance is the key to Internet Marketing, but relevance to what and to whom? That is what I am going to be illuminating for you in this article.

The easy part of Internet Marketing is deciding what you are going to sell, basically you will pick a niche something that is of interest to you and something which you believe that there is a market for. If you are sensible you will at that point do further research and find out if there are forums relating to the product and what problems and issues people are having and, also the questions and answers they are raising. The next step after you have done this is to build an attractive website and drive traffic to it. It is at this stage that most Internet marketers go wrong. The problem is that they often build a site that is attractive to them, but that does not convert. The problem is they lost sight of relevance. In this case it is the relevance to the visitor that matters.

The average site visitor spends less than 15 seconds on assessing a new site and their eyes travel from left to right and then down the left most column first. You must capture their attention almost immediately and then keep it. This is where relevance comes in to play in a big way.

Your title must be large bold and related (i.e. relevant) to whatever the link was that they clicked on to reach your site for example I sell guitars and my keyword is Play Classical Guitar so they are expecting to see a site that offers them help to play classical guitar. I offer them free sheet music if they subscribe (give me their name and E mail address). The sheet music is relevant to anyone that plays Classical Guitar and I change the music each month so that it is appropriate for all levels of player. The offer is highly relevant and about 6% of all visitors give me this information. If I improve the wording by making it more relevant to my visitors it is possible to get up to 50% opting in, or sometimes more.

The same concept applies to Google AdSense advertising, only this time you have to capture the visitor’s attention in only a handful of words. If you can get a really relevant phrase and use this in the URL your advertisement and on your landing page then conversions will increase. It takes 5 to 6 touches to sell a person on a concept and they are more likely to stay if they recognize the relevance of the site to what they are looking for.

 

Summarizing we need to keep all aspects of Internet Marketing relevant to our visitor, the advertisement, the articles used to raise interest, the landing page and the call to action if we fail to do this then our visitor may leave and merely increase our bounce rate. I hope you see the need for relevance.