6.  Search Engine Support
 
 Without aiming for a decent search engine ranking, you might have difficulty in achieving the kind of sales results you’re after.  In addition to content, addressed in the previous section, there are several tools you can use to help you increase your search engine placement.  
 
While many engines have their own criteria for developing their unique ranking system, most rely on a combination of keywords, relevancy, and even link reciprocation.  In order to move into the top ten, most coveted positions, you have to know how to play their game.
 
First, sit down and brainstorm the keywords most used to describe your product.  Google has a keyword tool that helps you determine the most widely used search terms for your business.  You can find it at: https://adwords.google.com/select/main?cmd=KeywordSandbox.
 
For example, if you enter “investing,” the tool will return the following terms to you:  Real estate investing, online investing, socially responsible investing, value investing, stock market investing, stock investing, investing online, gold investing, drip investing, & investing money – and these are only the top 10 out of 50+ terms it returns.
 
How do you use these search terms?  You use them both behind the scenes and on center stage.  Your web developer will want to include many of them in your META tags, which allows search engine spiders to classify your site more easily.
 
You’ll also want to use them in your keyword content when crafting the home page of your website.  When the spider crawls onto your site, it scans the keywords to make sure the site is really relevant to that particular subject matter, and not just a scam to get traffic in the door.
 
You will need to continue recreating your search engine strategy, since many engines change their formula to keep everyone on their toes.  Google and others, for instance, now factor into the ranking formula the number of other sites who have a link to your site.  This is known as link reciprocation.  
 
  Don’t have a web developer?  It’s easy (and much less expensive) to learn all this, and more.  Not only will you learn about issues such as link reciprocation, but you’ll see how to generate targeted traffic to your site using search engines and free tools reserved especially for members.  Or you can use their turnkey system and never have to worry about anything related to search engines again!

5. Constructive Content
 
 Content can make a big difference if you fail to urge the audience to take action on your site.  You have to create words that provoke the reader to continue reading until they are convinced to buy your product or sign up for something on your site.
 
Some websites run on for pages, causing the reader to scroll forever. 
Others use a mere paragraph or two to make their point and hope for the best results.  What length you require depends on the product you’re selling and how much convincing needs to be done to make the sale.
 
Many websites are sheer sales propaganda, and it often works!  Your sales strategy should reflect the customer and how they approach buying on the Internet.  Many people like and expect to see testimonials sprinkled throughout your home page, for instance.
 
Whenever you work on your content, make sure that you answer the 5 W’s: Who (who the product is for and who you are as well); What  (what the product is exactly, along with any other bonus materials included); When (when the offer expires – an often crucial element in making the sale tonight as opposed to never); Where (where they can reach you in case they have any questions or need assistance); and Why (why they need your product above any others selling on the ‘Net).
 
You might want to write your online sales content like a personal letter, complete with an image of your signature at the bottom of the page.  Don’t forget your Postscripts (P.S.) – you can have up to five Postscripts where you sum up the important facts and urge the client to purchase now or miss out on the deal altogether.
 
You content will play a key factor in your search engine placement, so you will need to learn how to “write for the search engines” and incorporate that whenever possible.  

Content isn’t confined just to your website!  Email marketing is a vital aspect of Internet Marketing, and the content of your communications to your prospects and customers must be professional, with the right blend of relationship-building, soft-sell, and hard-sell copy.   The last thing you want to do is offend a prospect or appear amateurish in
your communications!