Converting with Books for Content Sites

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  • 1. Converting with Books for Content Websites Sept. 2007 To Join Our Program go to: http://www.chapters.indigo.ca/AffiliateOpportunities/AFF1-art.html Ceri Nelmes, Online Marketing Manager, Affiliate & Partner Tel: (416) 646 8984 Email: cnelmes@indigo.ca
  • 2. Why Books Should Go On Every Content Site
    • All content sites should be
    • libraries of fresh information to keep
    • users bookmarking and returning
    • to your site.
    • If you feature books you give visitors
    • more information about the niche
    • topics you’re covering.
    • After all, they are interested in the
    • topic or they wouldn’t have searched
    • for your site
    • Give users what they like – users like book recommendations
  • 3. Where Books Should Go on Every Content Site
    • At bare minimum, always create a: “Library/Resources/More Information” section on your site and add some clickable images of books (with Buy Now! or another call-to action) and add a short blurb of why you think this book speaks to your audience.
    • For example: if you have a site on yoga add your “ Top 10 Yoga Books for Pregnancy”.
    • Don’t forget to add banners, text links, etc. on other pages of your site to drive traffic to your book resource section
  • 4. Already Featuring a Book? Use the Basics to Increase Conversion
    • Relevancy: ensure you choose books that are relevant to your site. Don’t put unrelated books on your site just because you like them – think of your audience.
    • Choose individual books and not a
    • generic banner for better conversions
    • Include information, like in a review
    • You can add that there is $39
    • Free Shipping or 45% off
    • Bestsellers, etc. in a note to
    • the user or beneath the clickable
    • image.
  • 5. Use “Featured Books” to Increase Conversion
    • Create a Yoga Book of the Month/Week/etc.,” and make it a regular feature.
    • From somewhere on the home page use a call out box with short intro text into the currently featured book.
    • Include an image of the book and a few lines of descriptive text. At the end of the very short, but captivating few lines add ‘More…’ and link to a full page review. This is a great teaser and makes the user navigate more pages.
    • On the feature page list all of your other reviews from previous weeks and link to them – increasing your authority as topical content provider.
  • 6. Use Top 5 Lists to Increase Conversion
    • Add a Top 5 Books list
    • for your vertical –
    • use a text link box
    • List the books with the
    • book title and author
    • as the link’s anchor text
    • Include the price to help
    • increase conversion
  • 7. Use Your Current Content Pages to Increase Conversion
    • Talk about relevant books that will make your article content more interesting and informative (have text links to books embedded right in your article copy)
    • Keep anchor link text sounding natural and in your usual style of writing
    • Include specific quotes from any book (but ensure quotes from books and sources are short, so your page doesn’t hit the duplicate content filter)
    • Use clickable footnotes citing the books and documents you used for the article (these are more links to products that will sell for you)
  • 8. Use the Bottom of your Content Pages to Increase Conversion
    • On the bottom of each article on your web-site add the text:
    • For More Information:
    • Then add a link to a few book titles relevant to the topic that’s covered on page. If you’re discussing a controversial topic, use books from both sides.
  • 9. Use a Blog to Increase Conversions
    • Add a review of a relevant book you’ve read on your blog. Include your thoughts and make it personal. This is seen by the reader as a ‘vote’ (negatively or positively) for the product. Remember, an opinionated blog is a well-read blog.
    • Link out from your review to the exact product landing page. Linking to the outside product creates a great user experience - if they need more information, it’s there!
    • You can add the book cover image in your blog post and make it clickable too. Underneath add the list price and ‘our price.’
  • 10. Use a Search Box to Increase Conversions
    • Chapters.Indigo.ca has a search box you can use on your site. This converts well when you use in conjunction with content.
  • 11. Use Banners from Big Brands to Increase Legitimacy (and Sales)
    • Using big brand sites’ banners or buttons on your website shows users that you are a legitimate site
    • Users perceive the brand’s presence as a vote for your site (you are now viewed as having the brand’s approval)
    • Users are more likely to take action on a site approved by a brand they are already familiar with
  • 12. Bonus! SEO Linking Strategy & No Follow Tags
    • If you’re worried that your outbound links will be read as affiliate links and negatively impact your SEO linking strategy, use a no follow tag which looks like this:
    • <a href=&quot;http://www.mysite.com/ &quot;rel=&quot;nofollow&quot; >
  • 13. Questions?
    • Contact:
    • Ceri Nelmes - Manager of Online Marketing,
    • Affiliate & Partner
    • Email: [email_address]
    • Tel: (416) 646 8984
    • Address: 468 King St. West, Suite 500
    • Toronto, Ontario, CANADA
    • M5V 1L8