Conversions – So Much More Than Picking The Right Keywords

If you build it they will come.

Well, if you build it with the right keywords, right keyword density, right related keyword phrases, right LSI keywords, right length, with the right backlinks pointed at it, etc, etc. Ha. Hey, what did you expect from a SEO writer? It’s a lot more complicated than it looks when you do it correctly.

But unfortunately many people attempt to cut corners and they suffer not only with poor search engine rankings but also with abysmal conversions – we’re talking big fat zero conversions.

Just as important as ranking for your chosen keywords is the way your web content is constructed. The actual content, the meat of the site, the way the words flow, what they discuss, how they discuss it and where the words lead people.

I’m, of course, referring to leading your prospects down the path to an eventual conversion – whether that’s getting an email address, making a sale, or getting them to do what you want them to do.

This is the area where a lot of new online marketers and small business owners drop the ball. And to be honest, a lot of times it’s the lure of dirt cheap content which sinks their ship.

Can you outsource your content creation to the Philippines or India for pennies on the dollar? You bet your sweet ass you can. Heck, I’ve seen outsource writers hawking 400 word articles for 99 cents on forums which will remain nameless. To which I simply have to chuckle. But, in a way it’s really not funny at all.

When you pay a dollar or a few dollars for an article that will generally sell for between $7 and $50 (approximately) in the normal marketplace you’re throwing those dollars down the toilet.

Not only will you get unreadable junk – spun, copied, Copyscape flagged, with tense problems, with spelling errors, and with other gross grammatical errors but it will NOT convert a single soul. Translation: ya won’t get any clicks people. Nada.

You’ll often times get content of this non-converting variety at $4 or $5 or even $12 dollars a pop. Don’t fall into the cheap content trap. Good content is gold.

Am I always opposed to buying cheaper content? Perhaps surprising to some, my answer is – no. Lesser quality (yet readable) content, the $5 to $15 variety perhaps, can be used to a web site’s advantage. Not with direct conversions perhaps but with building great backlinks, increasing overall site traffic, and increasing overall search engine rankings.

But, I digress. The main point I’m trying to make is that paying top dollar with kick butt content is the difference between 0/1000 conversions and 100/1000. Seriously. Why do you think pro copywriters make hundreds of thousands of dollars a year? Because they make their clients piles of cash. Boku deniro.

Think of it this way – your site content, your “end of the line” for your sales funnel is something that will work for you day and night for days, weeks, months, and years to come. It’s your primary device for driving conversions.

So, don’t you think it’s worth paying for something that’s simply outstanding? Just picking the right keywords and having your content be “SEO friendly” doesn’t cut the mustard, not even ordinary old yellow mustard.

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