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Drive Traffic with Fresh Content

Fresh content - that is the grail of the Internet. Everyone wants to have it on their site, everyone wants to be able to access it on other sites. Audiences are hungry for it.

But how do you manage it? And how do you ensure your traffic keeps coming back for it?


One of the most popular new methods of constantly refreshing content is by maintaining a weblog , short for weblog. This is almost an online personal or public journal you maintain as often as several times a day. On private or personal web sites, it may often take the form of a diary. On a business oriented web site, a weblog is generally updated daily or a couple of times a week, and contains information about your business or your product rather than personal feelings or thoughts.

One of the best things about blogging is that you can write all your content for a week and store it on the weblog engine, setting entries to be released to the public weblog daily or whenever you want them released. So you can maintain a daily weblog even though you only work on it once a week.

Blogs, however, are time-intensive and may be too much for a busy business owner to maintain.


You can also maintain fresh articles on your site weekly or monthly. If you do update articles on a regular basis, make certain that the release date of the current article is prominently displayed somewhere on the article's page so that the surfer can see that the article is fresh. You should also maintain a dated archive of all the articles you've had on your site with their release dates at the top, so that casual browsers can also see you have a track record of maintaining fresh content.

But many web surfers go to your site, click away, and never return. How can you keep them coming back?

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An emailed newsletter can be the most powerful tool you have to maintain repeat customers. It's a simple concept. You compose the newsletter in either plain text or in HTML. Allow your customer to sign up for free to receive your newsletter in their email every time it's released. Collect the email addresses, compile them into a database, and send out your newsletter on at least a monthly basis.

But it is a little more complicated. After all, you want to drive traffic to your site. Instead of putting entire articles in your newsletter, consider putting a teaser to certain articles in the newsletter, with a link to the article in its entirety on your web site. Or insert a special coupon in your newsletter that the reader can redeem for special bargains or freebies on your web site.

You can include a "what's new" section in your newsletter, highlighting any new products or developments on your web site and directing the reader to appropriate links. And you can also allow other people to advertise in your newsletter, focusing on those with whom you have an affiliate relationship.

Another idea for your newsletter is to run a contest or survey. Everyone likes to win stuff, and everyone likes to be asked what they think. If you have a large email newsletter list, you can offer a gift certificate as a prize, but require anyone interested in participating to come to your web site to sign up with their email. This gives you the added advantage of being able to compare the contest signups with your email list; are they significantly different? Or is it pretty clear who your best customers are?

Updating Content Frequently

Regardless of how you run your newsletter, you should never neglect your main site. Update its content frequently. Make sure all the information contained on it is correct and recent. Most importantly (though for a slightly different reason), make certain your home page has something fresh on it at least every month.

This isn't for your customers. It's for the web spiders. When spiders catalog your site, one of the things they've been looking for recently is differences from the last time they spidered your site and what's on your site now. If you don't have any differences this time, or the next time, or the next time, the spiders will decide you have a static web site, and your ranking will go down. Frequent updates, or even just shuffling things around, on your home page will prevent this from happening.

Related: Web Content Management - Free Blog Software

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Cody Moya writes about Article Marketing in his free 50 parts course on Internet Marketing. You can sign up for his Free Internet Marketing Course and get additional information at his web site:

Using Clean Content Design to Improve Your Website Stickiness

Have you ever watched someone use your web site? Do they seem to find what they want right away and either click it or start scrolling down?

Or do they get distracted, sidetracked, have trouble and ultimately get bored?

If your answer is the second, you've got a problem.

Fixing Your Website

Whether your web site is hard to read, too wordy, too laden with images, or just laid out poorly, you can fix it. Website stickiness is the quality to a web site that holds viewers there, encouraging them with one-more-interesting-item to remain at your web site; the longer they stick to your web site, the better your chances of making some money.

Just like with tape, your web site's stickiness is better if it's not cluttered with other stuff. If you're running other people's banner ads on your site, now is the time to stop. Banner ads are distracting and often unpredictable. With slow computer speeds, the ones with multiple animations (you know who you are, Low Rates!) will lock up a page so that it doesn't load at all. Worse, if you're selling ad space on your web site to a service that sends up ads to random but similar services, you may be advertising competitors on your web site without knowing it - even if the service promises this won't happen!

So eliminate the banners now. If you have large graphics (anything that is larger than 50 K is large), animations, or Flash, lose them now, or move them off your home page.

Use the simplest possible web design: a menu across the top, a menu across the bottom, and three columns between the menus, keeping the bulk of your content in the center column, where most people look. Don't use huge graphics at the top of the page.

Newspapers have a philosophy called above-the-fold. This means that the real estate of the paper on the front page above the fold should hold the best and most important stories in the paper. Similarly, you should keep your most important real estate above the fold - in the part of your page that shows up on the screen after the page has been downloaded, and before any scrolling happens. This is why people like banner ads - that's the most valuable part of your page. Don't give it away.

In that crucial top part of your page, you should have:

* A navigational menu * Your logo, kept small and preferably in the top left corner * A title that will hook your viewer * The first part of your site's content

Besides this content, you should have - white space. Look at the bulleted points above. They stand out nicely against the rest of the text, right? You see them long before the items in the middle of any given paragraph. That's because bullets are designed to take advantage of white space.

Your most important points should always be surrounded by white space.

Color and Design

White space doesn't necessarily mean your site should be white; in fact, white backgrounds are sometimes harder to read. Choose light colors for the background of your site, and make sure your font is legible on more than one computer with more than one browser.

If you've done everything recommended up to this point, your home page should consist of:

* A menu at the top of the page * Content right down the middle * A second menu or more information down the left side of the page * Room for a sidebar or ads down the right side of the page * A second menu or room for information about you and your business along the bottom of the page.

Each of these items should be separated from the others clearly by significant white space or by a graphic line. You shouldn't get any fancier than that. If you have items or sidebars you want to offset from the rest of the site, you can use a different background color that doesn't contrast harshly with your main color - yellows often work well for this. Break up long articles, and if you have big chunks of paragraphs, try to break them into smaller paragraphs.

Most importantly, you don't need any bells or whistles for your site at all. Keep it simple.

Once your site's been cleaned up, have someone try to browse it while you watch. If they have an easier time finding what they're seeking, you've done your job right.

Keep Them Coming Back: Fresh Content Every Week

Once you've got a pretty site, though, customer loyalty still isn't guaranteed. Why? Because what people are looking for is content. The Internet is all about information.

But if you're the average busy webmaster, you don't have the time to write tons of fresh content on a weekly or even monthly basis to post to each site you manage. The answer to this: private label rights articles.

These are articles purchased in bulk that contain good content for your web site, and that are pre-optimized for your keywords. Once you purchase them, you own all rights. You can add or delete text, change text, customize it for your web site, even publish them on your site or others with your name listed as the author.

The cleanest web site won't get your customers to keep coming to you. But great, regularly-published, fresh content will.

Related: Keyphrase Optimization - Relevent Content

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Cody Moya writes about Article Marketing in his free 50 parts course on Internet Marketing. You can sign up for his Free Internet Marketing Course and get additional information at his web site:

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