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Thursday, August 12, 2010

INTERNET MARKETING: THE SCIENCE OF SUCCESS: The Key That Can Get YOU to the Top of Google (Part 1)

Who wants to be number 1? I can almost hear you now, jumping up and down exclaiming “I do, I do... me, me, me!” Well my friend, the cynical side of me could say “Get in line” but what I will say instead is “This is the article for YOU!”. Because in truth, while ranking in the top 20 search results has become much more competitive, there is still ample opportunity to succeed in powerfully optimizing your website for the search engines. Let's find out how...

Before we proceed, let's agree that what you're after is learning how to get more website traffic, get more click-throughs and eventually get more business by achieving top rank in organic search results rather than through paid placement like a pay-per-click campaign.

As an aside, it may interest you to know that organic search results receive exponentially more clicks than sponsored search results (on average at least 3-to-1) because web surfers the world over understand that sponsored search results are far less relevant than organic ones. And that Internet marketing trend only continues to escalate.

Achieving top ranking in Google is an awesome accomplishment with equally impressive rewards. At the same time, ranking highly with major search engines is a truly ambitious effort attempted by countless more than those that ultimately succeed at Internet marketing. What you should know about those who fail is that their success or failure has nothing to do with luck and everything to do with a well-informed, well-executed Internet marketing STRATEGY.

There Is No Luck With Internet Marketing
What you need to know is that you're not going to end up with a high-ranking site by accident. And you're not going to reach your goals by randomly publishing a haphazard mix of articles because you've heard the familiar SEO adage “Content is king”.

While it's true that content is one very significant component in how search engines analyze, weigh and finally rank your website, it's certainly not the only factor. And what I want to impress upon you is that HOW you go about publishing content is even more important than WHAT you publish. Your marketing strategy is your HOW; your plan for putting serious distance between you and your online competitors.

And it is your marketing strategy that separates the wheat from the chaff. Luckily for you, the vast majority of those attempting any form of Internet marketing haven't got a marketing strategy and for the few that do, even fewer are consistently executing their strategy. In the end, there's plenty of reason to think positively and to feel inspired about moving forward with your Internet marketing plans.

You Can't Be Everything to Everyone (so don't even try)
So what do the highest ranking websites have in common? In a broad sense, they have either MASS or SPECIALIZATION.

A website that achieves top ranking via mass is one that serves a broad spectrum of consumers or a mass market. In other words, their website content offers a little something for everyone. Examples of such sites include Ebay, Craigslist and The content on these sites goes in 1,000 disconnected directions and therefore appeals to large but very general audiences.

That said, this is simply not an approach that your typical small business can take because they just cannot compete on that scale. But... and this is a BIG but, entrepreneurial enterprises are in fact uniquely positioned to do what the Walmarts of the world cannot.

And that key distinction between the big guys and you is called FOCUS. Focused website content is intentionally specialized to serve a niche market or combination of related niche markets (think shampoo formulated for curly hair, dry hair, limp or frizzy hair).

Indeed there's a booming industry dedicated to showing Internet marketing newbies exactly how to reach the top of search engine results by hyper-focusing their products, content and so forth on lucrative yet under-served markets.

While that approach to making money online is absolutely viable, you may be more interested in promoting your current business than becoming the next expert on pygmy hamsters.

(watch for Part 2 of this article where we explore the why and how to improve your Google rank!)

Joyanne Sloan is a strategic marketing expert sharing insights on effective Internet marketing for low-tech entrepreneurs. Her articles and information products provide practical, plain-English marketing solutions that get real results. For private consulting, you may reach her at 206.388.3882 or by e-mail at

For more information, please visit Joyanne's TNNWC Bio.

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The Emergence of the Relationship Economy features TNNWC Founder, Adam J. Kovitz as a contributing author and contains some of his early work on The Laws of Relationship Capital. The book is available in hardcopy and e-book formats. With a forward written by Doc Searls (of Cluetrain Manifesto fame), it is considered a "must read" for anyone responsible for the strategic direction of their business. If you would like to purchase your own copy, please click the image above.


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