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Masters of Marketing - Lifecycle Performance Pros

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shop via the Web<br />

o another that rates the top clothing outlets<br />

o also to the best fur discount malls, clothing outlets,<br />

Nike outlets, etc.<br />

Here’s a key point about TIER 3... your main keyword TIER 3<br />

might be not so pr<strong>of</strong>itable. There is not much DEMAND for<br />

"fur discount malls." But that does not mean that your<br />

"best fur discount mall" page has to suffer. Find a<br />

stronger, more in DEMAND, related keyword. For example, I<br />

would focus on "fur coat" (use your DEMAND window to verify,<br />

<strong>of</strong> course). Offer great content about fur coats, and then<br />

lead into the best places to get great bargains on these<br />

expensive items.<br />

The formula is the same... OVER deliver great content. Then<br />

get the click to your merchant partners.<br />

FIND-CLICK-CLICK-CLICK-kaCHING!<br />

--<br />

So, your TIER 1 home page links to 7 TIER 2 pages (not more,<br />

because your navbar starts looking pretty congested). And<br />

your TIER 2 pages each link to 5-10 TIER 3 pages. Something<br />

like this...<br />

Home Page TIER 1<br />

________________________________________________<br />

| | | | | |<br />

KFCP#1 KFCP#2 KFCP#3 KFCP#4 KFCP#5 etc. TIER 2<br />

|<br />

_|_____________________________________________<br />

| | | | | |<br />

KFCP#1-1 KFCP#1-2 KFCP#1-3 KFCP#1-4 KFCP#1-5 etc. TIER 3<br />

(Hope the above diagram comes out OK -- it might look a bit<br />

skewed if your e-mail s<strong>of</strong>tware is not using a monospaced<br />

font).<br />

This clean, 3-TIER approach yields an easy, navigable<br />

site... for both your visitor and your spiders. Spiders<br />

always come in through the front door (as long as you submit<br />

226

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