The marketplace is full of entrepreneurs seeking their fortunes in the world of web publishing.
In some ways, the Internet represents the 21st century equivalent of the Gold Rush – a handful of savvy and ambitious online miners are making a killing while the rest of the field is working hard, but seeing little return for their efforts.
The good news is that the most successful online publishers aren't necessarily any smarter or better educated than you are. They just know how to create an online publishing strategy that balances the needs of the marketplace with proven techniques to increase online revenues.
To become a profitable online publisher, you'll need to immerse yourself in the industry, learning everything you can about the traits and characteristics of sites that consistently outperform everyone else on the Internet. Assuming your site represents a viable niche or broad content approach, the next step is to apply foundational online publishing principles, including a handful of tips that are guaranteed to help you make more money from your web venture.
- Know your competition. Smart web publishers know their competitors inside and out. It's important to not only evaluate your competitors' position in search engine rankings (for targeted keywords and key phrases), but to also keep up with the content they are publishing so you can stay ahead of the curve.
- Know your site. Does your content match your keywords and ads? Although your knee-jerk response is 'yes', you need to go back to your site and carefully screen the content you've posted. In many cases, the current content doesn't reflect the site's original content – and either your web marketing strategy or content (or both) need to be tweaked.
- Mix ads with content. Many online publishers are stuck in the rut of a columnar approach to ads. The site's advertising is usually isolated from navigation and content, placed in its own column on the right hand side of the page. It looks tidy, but you'll get more clicks by interspersing ads between sections of content as well as posting ads in their own column. The best online publishers are skilled at sprinkling ads throughout the site without sacrificing navigation or user function.
- Create ad-driven content. Novice publishers intuitively expect the ads on the site to reflect the site's content. Google encourages that line of thinking by reinforcing the concept that their ad program has been designed to place ads that are matched to your site's viewers. But as a web publisher, take it one step further. Instead of waiting for the ads to catch up with your content, start creating content that complements your ads. Ad-driven content increases your revenue potential and creates fresh ideas for user-centered content.