Many clients have asked me if I would build them a site and get it
to the first page of the search engines as a kind of package deal.
Then they can either use it themselves or sell it on to the highest
bidder. This suits me because it involves exactly the same SEO procedures
as I normally would use. This is called website incubation or being
a website incubator. I will build the site according to client specifications
and then "incubate" it or promote it according to sound
SEO methods. Then, when a certain agreed placement in the search engine
results pages (SERPS) has been achieved I will sell it to my client
for the sum agreed at the time the site was first proposed to me.
kind of arrangement is ideal for business startups and also for existing
brick and mortar businesses who wish to enter the online marketplace.
As part of the website incubator service I can give ongoing advice
on marketing online and also provide keyword analysis if you're stuck
for the right domain name.
to the look, design or layout of the website, that is up to you. If
you're undecided at the beginning on how your site should look, I
can build the basic site in the first instance using top-of-the-range
website design software which will ensure that all the elements of
the site are present, incuding meta tags, meta description and the
proper layout, to ensure that the site may be fully indexed and "readable"
by the search engine robots. From there we can work on any type of
design, as long as the basic elements are preserved, which in turn
will assure its high ranking in the search engine results pages, thus
guaranteeing lots of clicks and lots of visitors.
As part of the website incubator process I can insert working any
elements into the website which may be relevant to your needs or industry,
including RSS feeds, application forms, email list software to build
a database of visitors and/or customers or potential customers, as
well as providing any elements or pages which are required for reasons
of legal or statutory compliance in accordance with jurisdiction in
the sector concerned.
part of the website incubation service there will necessarily be lots
of content generated in support of the website which is being grown
in this way. So by the time the site is ready for delivery to the
client it will have lots of links pointing to it from all over the
Web. This will include articles, press releases, Web 2.0 content and
even links from software directories in appropriate instances. By
the time the website incubator service is complete there will be a
whole network of other "authority" sites, directories and
blogs with links pointing to it, strengthening its position in the
rankings. This is very important, especially if you have competitors
with their own websites in the same sector or competing for the very
same keywords or search terms.
for doing this will vary. As a rough rule of thumb, calculate what
you are likely to make in profit every month from the completed website,
assuming it had a top listing in the search engines, together with
the customers that such a top listing would bring. Then multiply by
10. This means that the site, once handed over to the client, will
pay for itself within 10 months. A much more attractive prospect than
buying many offline businesses, where it can take years to recoup
the cost of buying the goodwill and the lock, stock and barrel.
Internet valuation experts agree that the value of a site is roughly
equal to 20 times its monthly earnings, so doing things this way,
from a standing start, has definite advantages, and is certainly a
good option for any shrewd investor or brokerage business dealing
in websites, as well as end-user business owners, who will get terrific
value for money from the incubator approach.
Of course, this is a very rough estimate and all charges and fees
are subject to negotiation on a case by case basis. Website incubation
is a service which can only be done in a bespoke manner. There is
no off-the-peg website incubator service in existence, as far as I'm
aware. Interested parties should contact me by email in the first
How To Guarantee
Your Website Incubator Investment
you're unsure about the income the finished website will produce,
or are unhappy that such a strategy may be a risky investment, I'll
make the following guarantee.
we fix a price, let's wait until the website gets to the first page
of the search engine results (or whatever the agreed position is),
and then I'll turn it into a functioning website, allowing customers
to make contact with you, just as they would from the finished product.
You'll be able to see how much you will make per month. Just multiply
that by 10 and you have the cost of the website incubator service.
because you are making your investment based on known metrics you
will be certain of your return. This removes any uncertainty about
profit and ROI. Every investor's dream!
Of The Website
would have to agree on the final position of the website in the search
engine results pages, always a crucial factor in determining the "success"
of a website. This will in turn determine the number of people who
see the website, the number of people who click through to it, and
so the number of visitors who will ultimately become customers, or
who do something else positive, like sign up for your mailing list
or click through to the contact page where they will make a note of
your phone number and possibly contact you that way.
course, the number one position at the very top of page one is the
desired ranking in any situation, but some keyword search terms are
more difficult than others; and even for experts, determining where
you can eventually place a website can be a matter of guesswork after
all the various tools we have at our disposal have been used. A website
can be optimised and optimised and, in a competitive market, still
only manage to reach a number 6 position, for example. This will,
of course, affect visitor numbers, therefore customer numbers, hence
revenue and profits.
it is always best to decide on what the value of a website is based
on a number of possible outcomes. This should be done to prevent disappointment
later. The position is the one thing that cannot be guaranteed. The
only guarantee that can be made is based on the ratio of visitors
to customers, which is in turn determined by the position or ranking
or placement of the site itself. Everything is based on visitor numbers.
Having said this, of course, nobody can guarantee what the search
engines will do. Nobody can guarantee what web visitors will do, or
how peoples' tastes will change over time.
Website Visitor Numbers
studies have been done to try to determine how many vistors result
from where your website is place in the search engine results pages,
as this is such an important metric at the centre of any Internet
marketing strategy. Most studies have shown that there is a huge difference
between the number of people who click through to the first position
website and the number who click through to the rest.
study by Cornell University (by Laura A. Granka, Thorsten Joachims
and Geri Cay) which has been published widely shows the click through
distribution as follows:
Number 1 receives 42.1 percent of click throughs.
Ranking Number 2 receives 11.9 percent of click throughs.
Ranking Number 3 receives 8.5 percent of click throughs.
Ranking Number 4 receives 6.1 percent of click throughs.
Ranking Number 5 receives 4.9 percent of click throughs.
Ranking Number 6 receives 4.1 percent of click throughs.
Ranking Number 7 receives 3.4 percent of click throughs.
Ranking Number 8 receives 3.0 percent of click throughs.
Ranking Number 9 receives 2.8 percent of click throughs.
Ranking Number 10 receives 3.0 percent of click throughs.
should be pointed out that the sample size was quite small and that
these figures have been criticized for several reasons. But basically,
you can see the massive importance of getting a number one spot in
the search engines from this data.
are other studies based on industry sector and even the number of
words in the keyword search term (the so-called "long tail"
keywords) and even more eclectic studies which I will not bore you
course, traffic from the website incubator service will not just come
from the main site being optimised; it will also come from the authority
sites, blogs, directories, etc. (see above) which will contain content
with links to the main site. For this reason, traffic sources may
be assumed to be many and varied, and in an increasingly complex and
diverse Internet it may be difficult to know where some site visitors
are coming from without the proper metrics. (For this reason I always
use Google Analytics to keep track of who is looking for what, and
from where.) Ultimately the visitor figures will be considerably larger
than the traffic solely from the site itself, however highly it is
Website Incubation Will Not Work
website incubator service offers a design element but sells itself
mainly on its SEO component; that is, the high placement of a website
within the SERPS for certain highly trafficked search terms. I place
far more emphasis on search engine placement
than anything else. This is especially true in competitive markets.
this reason, it would be unreasonable to expect a good performance
for certain search terms which are extremely competitive. I will consider
commissions on a case by case basis, but being asked to get a site
ranked highly which is based around the search term "weight loss",
"car insurance" or "secured loans" would be an
untenable proposition for any client, or any SEO, for that matter.
Therefore I reserve the right to turn down commissions if they are
centred on keywords which are just too competitive. Given time, any
search term can get a number one listing, but it would be unfair of
me to expect a client to wait five years for this to happen.
I would urge clients to consider the "long tail" options
instead. Such search terms are easier to rank for and they have a
much better conversion rate. Consider the
advantages of "weight loss planner online", "car insurance
for young drivers" or "secured loans for self employed women"
instead. These search terms are much more specific. Consider it: people
searching using these keyword phrases know exactly what they're looking
for. They're homing in to take some kind of course of action; that
means they're much more likely to be heading for a sale. These are
far better than the more generic search terms!
When commissioning a website or when
buying an incubated website you must ensure that all aspects of it
are right for your purposes and for the purposes and intentions of
your business. This includes making sure that the keyword phrase (search
term) which is targeted is the right one, and that the visitor figures
are accurate and can be verified. Nothing can make up for poor research
at the start of the process. But equally, do not trust things like
projected visitor numbers as a result of that research, as even the
most reliable sources of web metrics have been known to be inaccurate,
sometimes wildly so.
Always make decisions based on actual,
verifiable data. I will give plenty of guidance all through the process
and at every stage, but in the final analysis I cannot be held responsible
for bad decisions that were made by clients.
Tags: website incubation, website incubator service, website incubation