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Why stop at one website?
Why the question, you may well ask?
What is funnel marketing and how can it help me?
Funnel marketing is a concept to drive a lot more natural and highly interested website visitors to your main website.
Many small and medium sized businesses usually have just the one main static website. That is the text remains the same throughout the duration, lifetime of the website as do the keywords for that website and of course, understandably, many business owners are loathe to changing anything out for fear that they may lose their already gained website positions in the search engines. Therefore, they consider it far too risky to change anything out, as they don't want to inadvertently affect their SERPS (Search Engine Ranking Positions).
In a nutshell, often it is the case therefore that your main website is not receiving the traffic that you think that you deserve.
Another problem with the single standalone website often is the choice of keywords used for the main website. Use too many and you stand the risk of being penalised by the main search engines, often referred to as Keyword Stuffing. Yet there are many other keywords and long tailed keywords that you wish you could target, without the need to constantly be changing out the text on your main business website.
The solution is to create extra websites (Satellite Minisites), as few or as many as you choose and upon these you can experiment with various alternative keywords / long tailed keywords that your main website is not at present targeting.
These extra satellite minisite websites need not be the full blown version / replica of your main website. They can be just single page or 2-5 page websites which provide a taster
This is how it works - Example:
A 2 star hotel owner in Exeter, Devon has a website for their business. Of course the text for the website remains static, that is, it is impossible to consider changing out the text constantly, therefore it remains the same always.
This website has many other hotels in Exeter who are all competing by and large for the same set of keywords and they all want the first position on the major search engines.
Now most people do not know how important it is to choose very carefully their keywords. All too often they go with the most obvious (and weird) choices and this particular example 2 star hotel in Exeter is no exception.
The keywords they are targeting are:
tourist information, hotel, exeter, devon, hotels, accommodation, guests, house, guest, bed, breakfast, room, rooms, university, cathedral, city, maritime, events, uni, college, shopping, train, station, central, st, davids, family, clock tower, traditional, dining, food, drink, summer, break, breaks, weekend, holidays, holiday, tourism, westcountry, (copied from a sites source code directly - real life example keywords)
Now, instantly we can see how this individual, this business owner has picked predominantly single keywords which s/he thinks has direct relevance to their business and has just plucked out of thin air a large number of words.
Many of these single word keywords, this business does not stand any chance at all of getting the all important First Position on the major search engines for.
Worse still, a lot of these keywords have no real relevance whatsoever to their business. In this regard their website is not being optimised to best effect to grab the most amount of natural organic traffic, human visitors who might be interested in their hotel for accomodation in Exeter, Devon. Many of these potential customers will therefore go to their competitors websites and subsequent hotels for their overnight accomodation needs.