In the physical world, it’s very hard for small business owners to get ahead of larger corporations. Generally, success is found by word of mouth, or if the business is old enough people are just used to it. Even those recipes don’t bring about success. In the virtual world, the playing field is leveled to an extent. The trick is just knowing how to manipulate the system.

The term “manipulate”, might be a tad misleading. You’re not cheating the system, you’re just using better than some of the larger competition out there. If you’re looking for a good place to start, then do some research on ‘landing pages’. Which is where, most smaller businesses are performing better than the larger corporations.

When I type something into a search engine, let’s say ‘Street Fighter IV’. A game that came out last week, that I love, I get general results back. Which is great, but most people aren’t typing just general terms into a search engine. Mostly, they’re looking for something specific. Which is where landing pages come in.

Typing in ‘Street Fighter IV tip’s generates much different results than just the title. The top site for that keyword term is a site called EventHubs. They aren’t a miniscule site mind you, but they’re hardly anything to ignore either. You can bet that they’re success is from having a great landing page. If you’re wanting Street Fighter tips, then you really can’t do much better that EventHubs.

This same type of strategy works for ads as well. When you see ads for bigger businesses, they’re either promoting a deal or product. However, when you click on them you’re lead to a wrong page or their home page. Making the user deal with navigation, or trying discern where to go. With your business, you can provide a wonderful experience by actually providing what users want from clicking on your ads.

Today’s topic might seem simple but there’s a subtlety to it that should be mastered. You have to do your keyword research. Couple that with knowing what to provide on your site, and where to provide it. With ads it’s a little easier because you can customize a link on an ad to go where you want. Relying on search results can be a bit trickier, but with practice and patience you’ll have it down.

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