Erin Kilgour, Staff Writer, 7/31/2009
For many businesses with an online presence the main goal is to generate clicks and maximize their web site click density. After all, the more web site clicks your web site receives the more exposure your products and brand will get and this will result in a trusted brand and higher sales. We all want higher sales! To generate income and sales through click density is like a dream come true. You can literally maximize the exposure of your company, brand or product and each web site click will virtually be a promise of a future sale!
As a business owner or Director of Marketing you will need to understand and appreciate the importance of writing content for your site that will maximize web site clicks. The whole point of utilizing online content marketing is to direct traffic to your web site. The best way to generate click density and generate clicks is through keyword optimized articles. Not just keyword optimized articles, but also well formatted and professionally written content.
Did you know that you can actually monitor the click density on your site? In other words you can tell exactly where consumers and browsers are clicking, searching and which pages they are going to? For example you can monitor your main page and any web site clicks from your main page. If you’re “About Us” page is popular and does generate clicks than you may consider putting content on that page that you want potential consumers and existing clients to be exposed to.
There is something that has sort of recently plagued the world of web site clicks and click density and this plague is called click fraud. Click fraud has actually been deemed as a crime on the Internet. What is click fraud? Well first let us better explain to you the world of clicks and something called pay per clicks. You can either monitor your click density internally within your business or you can hire out the monitoring by a company. There are literally thousands of Internet companies that boast ethical and honest web site click monitoring and pay per click. These companies offer their service to monitor the clicks and charge you per clicks monitored. In other words, the more web site clicks you have the more money these pay per clicks companies make off of your business. How do they do it? Well they most likely get a computer program to initiate false clicks on your web site click monitor. Click fraud has recently become a huge ethical issue facing the Internet, Internet Marketing and all of these pay per clicks companies. In some states and in some jurisdictions they’re trying Internet click fraud cases as felonies.
Aside from the click fraud through your pay per click provider there is also another type of click fraud plaguing the Internet world. This click fraud is being committed by non-contracting parties such as a secondary source, a source that wasn’t a part of the pay per clicks agreement. Third-party click fraud is very difficult to catch and even more difficult to convict. Some examples of parties who might be involved in third-party click fraud are competitors of advertisers, competitors of publisher, and friends of the publisher. Why would competitors of advertisers commit click fraud you ask? Well, if a competitor is advertising in the same online market and clicking on their ads, this competitor would clearly be seen as a threat in the marketplace. While the company committing click fraud does not necessarily benefit directly they are in a sense forcing their competitor to pay for clicks that aren’t increasing their exposure, sales or revenue and this in the long run will hurt the competitor. Now you ask yourself, why in the world would competitors of publishers commit click fraud? This is getting very “Law & Order” but it does really happen. Competitors of publishers are trying to frame the publisher. They’re trying to make it look like the publisher is clicking on their own ads. In cases like this there is a good chance the advertising company would terminate the relationship with the client which would put the client – the competitor of the publisher – in a very bad marketing position. It would leave them essentially without marketing until they figured something else out. This may sound extreme but in the world of web site clicks an attack like this could put a publisher out of business as some publishers rely solely on revenue from ads. A less severe form of click fraud is when friends of the publisher commit click fraud. However, many may not even know this is a crime much less a felony. Click fraud committed by friends of the publisher can also be referred to as ‘support’ by the average person. When a friend or fan of the product clicks on the ads to help generate web site clicks and click density this is actually considered click fraud. The average person would consider this patronage but not the court system.
There are advertisers who are ethical and not committing click fraud and it is oftentimes difficult for these advertisers to know which clicks are legitimate.
As your company moves forward with their online marketing campaign you will need to keep in mind the object of the marketing campaign is to generate clicks. This means driving traffic to your site, monitoring where on the site they are clicking and working toward click density. Once you have established good, thorough web site content you are set for search engine optimization and get ready for the clicks to start rolling in! Make sure you are properly monitoring the web site click action and remember that what you do with that information is very important as well. You can actually have in your hands the knowledge that people are clicking on your web site and what specific areas of your web site they are clicking on. As far as Internet marketing goes, it doesn’t get much better than this!