Cross sell to increase traffic to your site

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T oo many website owners are set on ranking a few keywords instead of building out their sites and way too many SEO providers are fine with that. Setting your vision on ranking 3 or 4 keywords, and allowing a search engine optimization engine company to lead you down that path, is almost always leaving money on the table and a bad business decision.

Not every site has to be 2,000 plus pages targeting hundreds or thousands of keywords or keyword phrases, but if you limit yourself to just 3 or 4 keywords you are limiting yourself to the amount of targeted traffic that can come to your site, and thus be limiting the amount of money you can make from your website. After all, we do not generally build websites because we want the world to see how cool we are or to make some kind of statement; they are a business enterprise that we are looking to gain from financially and the easiest way to increase our revenue is to increase traffic to your site.

Does that mean that there is no place for the micro niche site that targets a few keywords? No, of course not, there is a place for that and I believe that if you are going to have a bunch of sites that you want to mix in some of them that target some low hanging fruit that requires little to no SEO to get them to rank. Those little sites can buy you a coffee at Starbucks every day and do it on autopilot as well, and may even generate enough for you to get a scone on the side.

Let’s ignore what the folks say and look at some real-life cross-selling examples… both online and offline business examples of increasing revenue using ancillary keywords (products) to increase targeted traffic.

In a Brick and Mortar situation, a grocery store would be nuts to offer one type of cereal in aisle 4 and another type of cereal in aisle 6. Their customers would be frustrated for starters and the store would lose sales as many people would not go to the trouble of checking each aisle in the store for different kinds of cereals. They would buy one or maybe two and then head to the checkout. Putting all the cereal in one aisle, in part, makes it easy for the customer to buy more than one with minimal extra effort and, as humans, we like minimal effort. Offering a similar product (cross-selling with the similar or competing product) in the same location increases the store’s opportunity to generate more revenue. Had they not offered more than one or two types of cereal they would not have had that opportunity.

Extrapolate that out and a grocery store carries a variety of foods… dairy, vegetables, beef, fish, poultry, etc. All of those are “additional keywords” that increase traffic to their site (store). Maybe they were not in the market for cereal but rather wanted to buy eggs. Once inside they saw that there were good prices (content) on cereal and headed to the cereal aisle; from there they went (navigated) to the dairy section because you need milk for your cereal. By the time this imaginary customer is done, their 2.00 purchase for eggs has turned into 47.00 in groceries. The store increased their average ticket by cross-selling using ancillary or related products.

Big balling e-commerce sites like Amazon and eBay take it a step further and show you what others that have come before you have looked at or bought. Did they really or is it just a ploy to get you to look at other products? I often think it is a ploy but I am sure that some others did indeed buy those ancillary products. I’m sure that the cross-selling they do on their websites has a positive effect on their bottom line. If it didn’t they would not have been doing that for years and changed up their on-site marketing strategy.

Not only does their cross-selling on each page increase their direct sales, it also increases their reach in the search engines and thus increases the amount of traffic on their website and decreases the bounce rate. Also, those link from one product page to another is an aspect of on-site SEO that is important and that accomplishes that in a supernatural way for them.

For the website owner that is monetizing with something other than a product, the opportunities to increase reach and the volume of traffic to their sites are almost endless. An informational site that is monetized by CPA (cost per action) for instance can target a very wide swath of keywords that are interrelated and use much of the same offers.

As an example, a dog training site can build out their site using keywords related to dog training, dog food, dog toys, dog houses, dog grooming etc. Each and every one of those is related enough to the core keyword that building out all of them on them on the same site is not only natural but would increase targeted traffic and ultimately revenue. Monetization can be done using the same CPA offer in that instance most of the time. The website owner can also set up a relationship as an affiliate of a company that sells dog {food|houses|toys|etc} and have a legitimate prospect no matter what page they land on and of course a PPC (pay per click) model works as well in this instance.

Taking your current website to a higher level using additional related keywords is one of the easiest ways to increase revenue for the website owner. Your current site already has some authority in the search engines from the past efforts you have done and the additional related keywords give it more authority yet.

It is a business model used by all the big players in the brick and mortar world and the big players in the online world as well and is something to consider next time you think about ways to increase your online revenue.