Joined: 23 Mar 2004
|Posted: Sat Nov 19, 2005 10:28 am Post subject: O/T: My favourite search engine guru
Issue 81: July 22, 2004
Harvey Segal, Editor
Hello SuperTips readers,
Think about this question carefully.
What would you choose if you were granted one of these 3
1. An increase of visitors to your site from a special campaign
2. An increase in your Google ranking
3. An increase in the conversion rate of your sales page
Before you answer, remember the story of the poor man
who rejected the king's offer of a good sum of money but
opted instead for one straw on the first square of the
chessboard then doubling up on each successive square.
That's why I want you to think carefully - like he did.
Have you chosen ?
Number One could give you some extra sales especially if
the traffic is targetted. But it's a one-off experience.
You would need to continually repeat this exercise to
maintain the improved figure.
Mind you if you can introduce a viral element into it -
a bit like those straws above - then you could do very
well. I've set out some ideas for viral marketing at
You would be better off with Number Two.
While your site continues to remain high in the rankings
you will get extra traffic EVERY day.
The key issue though is whether your site can maintain
Let me give you the story of my own site
The ClickBank Guide
A year ago Google decided in its wisdom that my site
should rank number 3 for the keyword 'ClickBank'
(numbers 1 and 2 were occupied by clickbank.com and
clickbank.net) - and I thoroughly agreed with this great
Today it is standing at - don't laugh - 186.
Which is actually an improvement on 233 last month !
I turned for advice to my favourite search engine
specialist Sean Burns who suggested that the most likely
reason for the rankings drop was that I had been hit
with an "Over Optimization Penalty".
He explained that my keyword density of almost 10% was
too high and suggested I keep it under 3% with around 1%
probably the best. And that changing a lot of the uses
of "Clickbank" to "CB" would help.
Well I think Sean has got it right, however I'd rather
keep my content the same and not have to change the word
ClickBank. Besides Yahoo is behaving much more sensibly
and has me at number two.
There's more pearls of wisdom in Sean's book
Rankings Revealed at
So let's turn to Number Three. If you can increase your
conversion rate from x to y then it should remain at y
So that's the winner for me.
But how do you make that happen ?
Well you need to improve your copywriting skills.
So let's look for an expert, just like Sean in the world
of search engine optimization.
Is there a number one expert on copywriting ?
Yes - lots of them.
I'm always reading about this person or that person who
has been hailed as the 'world's best copywriter'. I
think I would have about 100 now if I had kept a list.
But although I don't keep a list I did jot down one name
some months back. I was absolutely riveted by his
writing style but was not interested in what he was
offering at the time, which I think was a seminar at a
far off location.
That name appeared again recently.
It was Brett McFall and I've got some good news and bad
The good news ?
Brett had just come up with an ebook showing his magical
ideas for revolutionising your ads and sales copy.
The cost ?
The Golden Book of Proof sells for a remarkable $17.
You can find it here (in Section C )
And now for the bad news.
If you are unable to recoup $17 in increased sales after
reading this book then I'm afraid the world of Internet
marketing is not for you.
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