About the most important step in getting sales as a webmaster is to show the right ads to the right people. I call this matching it all up, but you could also call it niche marketing or matching your products to your content. If you visit most sites you’ll see ads related to the kinds of things you’re reading about.

For example at searchenginewatch.com, you’ll get ads for software that promises to improve your ranking and other search engine related products and services.

This ‘matched marketing’ is also not limited to the web. Buy a gardening magazine and you’ll get ads for the latest lawn mower. Always match the products you want to sell exactly to your viewer’s interests. However with a webpage or site – there’s a lot more to match up than just the ads.

Before you start

Most of the problems sites have in selling start long before the HTML building blocks are laid in place. Before you start a site or page, be clear about which niche this project is going to be about. Think carefully about who it is that you’re going to target, and what you will attempt to sell them. If you’ve got a only vague idea of making a general health page, for example, and then adding in some ads – you need to stop immediately. That’s not going to benefit you nearly as much as you want it to. Think carefully about the niche, and the money-making ads you’re going to use, before you begin.

The more specialized your niche, the better. What do you need to match up to make sales? Here’s a diagram which shows the areas you need to have working together in order to make sales:

Now let’s go through each one:

SEO (Search Engine Optimization)

SEO is all about altering your page so that hopefully it will be listed by the search engines under searches that apply to it. Although search engines are pretty amazing things, comprised of some mind-bogglingly (is that a word? lol) sophisticated computer programs, they are still not all that clever when it comes to guessing what a page is all about. It’s crucial that every word (as much as is humanly possible) tells the search engine what each page is about.

One of the most common mistakes is to make a page and then ‘stuff’ the meta tags, and other areas you can optimize, with every half-way related term possible. While this may bring in some traffic, is the site visitor you’ve lured in with that “natural health” keyphrase really going to be interested in the ‘hypnosis to help you quit smoking’ ads that you have on this page? If you make a ‘quit smoking naturally’ page, make sure that you OPTIMIZE the page with keywords and phrases directly related to ending the smoking habit naturally. A hodgepodge of traffic doesn’t count for much if only a tiny portion is going to be interested in what you’re selling.

Which brings me on to:

Title and description

If you have the chance of providing a title and / or description that your site, spend some time on this. This is, after all, an important part of ‘matching it all up’. A bad example of a description would be:

“Natural health site for everyone”

Because it won’t attract NICHE traffic – traffic that you know is interested in the niche your site fits.

A good description would be:

“End your smoking habit naturally using hypnosis and herbs”

Because that will attract people who you KNOW are going to be interested in a) quitting smoking and b) using natural methods such as herbs and hypnotherapy.

You won’t always have a choice over your description (as some traffic sources choose it themselves). But it’s important to realize that this is part of the process of matching things up to make sales.

Content

You won’t be able to get listed in the right section if you have the wrong content. If you’re wanting to get listed in a major directory or link list under the stop smoking or addicitions section, for example, you’re going to need articles and content on your site that actually pertains to ending the smoking habit. This sounds obvious, but there are a lot of sites and blogs out there where the articles and content do not match the rest of the site. Always make sure the content matches the marketing, matches the title, matches the SEO. It’s all got to work together or you’ll waste whatever traffic you do manage get.

Adverts

This is the big one – and the part where a lot of new sites and blogs fall down. The ads are what make us our money in this business and it’s essential to get them right. If you’re submitting to virtually any traffic source, you’ll have to use restraint when it comes to the number of ads you have per page. This makes it even more crucial that every advertisement, whether it be a banner or graphic ad or a text ad, is RELEVANT and matches the rest of the site 100%. Don’t think you can just make a site or page and then sell them anything. Match it all up carefully.

If you want to get the most out of every one of your visitors, to get the best possible clickthrough ratio on your traffic, show your viewers something that is related to what they’re interested in. Show them something that educates them, that is of use, that inorms and HELPS them in some area of their life. If I’ve gone to your stop smoking site, and you’ve got ads there for a really good method to help me quit smoking, then I might just check it out.

If you keep your number one goal to educate, inform and help your site vistitors – WHILE marketing to them via ads, linked text within articles, product reviews and testimonials – AND you ‘match it all up – then you’ve got one whale of a start on earning a living as an internet marketer.

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