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Maximizing Online Profits - On Page Optimization - Above The Fold - Interlinking - Make Old Content Profitable - 60dc

Updated on March 23, 2013

Not making money online?

Every online marketer and writer is on a journey. This journey towards online success and profits often if not always starts off rocky. Its actually a very select few who make it past the rocky start and dont quit due to discouraging returns from their efforts.

Whether you followed bad advice, followed no advice at all or merely have content that outdates the current factors that Search Engines focus on, its near impossible that much of your online portfolio does not contain underperforming work that you have given up on or consider a constant source of of discouragement.

As your online portfolio grow and your knowledge and strategy changes, one should surely go back and revisit that early work and add your new found knowledge to your old attempts.

Underperforming in my eyes, means failure to get a significant portion of traffic that the article could be enjoying and once the traffic arrives, failing to get conversion at a level that justifies your involvement.

Within you will find my examination of how to make your underperforming content work for you and breathe with new life.

Maximizing Online Profit - Make Money Online


How to: More Traffic - More Conversions

When considering whether a page is underperforming in regards to traffic, one should be aware of what the potential traffic is for the title and content.

What did you aim for? What did you optimize for?

When considering whether a page is underperforming in regards to conversion, one should consider how the intended conversion (adsense event, amazon sale, affiliate offer etc.) is presented.

Where does this "potential conversion" fall within the layout of your page - perhaps it would perform better in a new location? Perhaps the landing page for the offer or product is at fault and you should replace the offer with a similar advertiser for the product?

Where does this exit point appear in the flow of your page, article or hub and where does it lead to?

Online Reader Behavior - Above The Fold

Its a very common and misguided misconception that online readers are "reading" your material, that they are enthralled and persuaded by your amazing copy to perform activities like visiting a sponsor or buying a product.

This evades common sense!

Its a very rare person that will stumble onto a page, read every word and be convinced to pull out their credit card and make a purchase based on the strength of your words.

Online Readers are Scanners!

A smart and effective online writer and marketer will react to the proven realities of their market and will not only provide the required information but will also present it in the appropriate manner.

This should not be a surprise!

After all, your "readers" are actually using a "web browser" and the common terms for perusing the web are "web surfing" and "web browsing"

Heat Maps and Page Layout

Maximizing online profits
Maximizing online profits
Lazy Readers - Optimize Layout
Lazy Readers - Optimize Layout

What heatmaps should teach you about your text and ad layout

Time and again, user behavior online which is measured via eye tracking and or mouse behavior. One very reliable source that confirm this for you (although, your own behavior should be enough) is The Nielsen Companies Report on Eye Tracking Methodology.

Web site owners can also implement such software to track behavior on their own sites.

Both ad placement and the style in which you present your info should be effected by this info.

The standard eye motion of a scanner falls under the "F" pattern, a quick read of the titles and then a scan of the opening paragraph(s) , if you do not catch your potential "readers" attention within this time - they will leave.

This behavior also relates to search engine returns and shows that the top few positions in a search return are the extent of most readers efforts, if you are not there, you do not exist.

Befuddled: of what this means?

Trial this: The Keyword Academy

Re - Optimize for Keywords in Title

#1 Step to Revamping Underperforming content

Evaluate your title and overall On Page SEO for your target term.

Perhaps, when you began online your keyword research was poor or your on page optimization was lacking.

Your url is set in stone, but your title and related on page seo can always be tweaked! A simple way to find and evaluate new title options is to simply run the URL through the AdWords Keyword tool!

Search engine Results - Click for Full size
Search engine Results - Click for Full size

Excerpts, Summaries,Snippets and Meta-Descriptions

#2 Cultivating your first impression

When you look at a search result in any of the major search engines, it returns a small snippet in addition to your link, it also emboldens any terms that match the query.

Search engines dont grab this info arbitrarily, it is effected by the "meta-description" of your page, and if you own your own site you should take a quick moment to add this data, alternately it will show the first text in your page. A common failure is to open with an image and have photo credits or arbitrary info in the photo caption - this results in the text being picked up and shown in the search results!

Here at Hubpages you can effect what appears by filling out the "custom summary" field.

On old content, you should just search for own page and see what appears? Does it adequately express what contains within and does it include the appropriate keywords?

Included is a return for "Search Engine Optimization" , one of the results has cultivated an interesting and appropriate teaser, that is not the first words on the page, the other has not - which is more enticing and which is the more trustworthy source for Search Engine Optimization information and services?

"Free step-by-step SEO tutorial with tools and advice. Search Engine Optimization services, classroom SEO training, SEO tools, site Assessments, free tips, ..."

Profit is made from those who exit - not by those who read
Profit is made from those who exit - not by those who read

Intro Paragraph : Convert Scanners into Readers

#3 Outline your information - Entice your reader

Your visitor has lots of options, let them know right away that they have landed in the right spot. What many see as overly repetitive can actually just be the type of reassurance your scanner needs in order to convert into an actual reader.

Use your keywords and give a reason to continue reading. Print Journalism has been aware of this reader behavior since damn near its inception. Intro to Journalism classes teach you to follow the the 5 "W's and to use an inverted pyramid.

Reassure that your reader is in the right place and then you will be more likely to have an opportunity to create a conversion later in the writing.

Alternately, since many of your scanners just wont become readers - right away , right upfront is a prime location to offer an exit point - this is a prime location for an adsense capsule or a related easily converted offer.

Dont believe the hype - You make money from cPc based advertising by attracting targetted traffic that decides NOT stay to read - an exit, and its related revenue occured because you were not judges to be the resource they were looking for

No relationship between "writing quality" and " cPc advertising" like adsense exists. This doesnt mean you lack quality but keep in mind, once again common sense, your traffic exiting your writing is what creates revenue under that model.

Above the fold - Yieldbuild Heatmap used by permission
Above the fold - Yieldbuild Heatmap used by permission

Above the Fold - Advertising Layout

#4 Retool your Ad Placement

To the right you will see a heatmap created by the Yieldbuild system. The brightest areas indicate the locations that converted to clikthroughs the best.

This is powerful information and one can use it to begin testing the optimum layout on their own pages and ads.

Something to keep in mind, it may be difficult to optimize for multiple forms of advertising in one page, the prime spots can only be taken by one option. So for example, here at Hubpages certain spots are well known as the best for AdSns layout, that same location is most likley the prime spot for product placement too.

Which source should get priority , consider that, based on your own monetization strategy.

As much as possible get your ads above the fold! This is another print media term, online it refers to the area of the page that appears within the opening view for your visitor.

Where are you sending them?

#5 Examine your intentional exit points to increase conversion

You have performed all this writing , research and designing to attract and control your traffic, all of this would be in vain if your exit landing page is poor.

Perhaps, you have selected a product on Amazon, does it have poor reviews?

Perhaps, you are trying to sell a 3rd party affiliate product, is the site trustworthy in appearance, is it hard to get to the checkout area, is the site intuitive for your least web-savvy viewers?

Evaluate where you are sending traffic if you feel your conversion is not where it should be.

Inspire Loyalty

#6 Offer a way for your visitor to keep tabs on you or support you

You may successfully convert a scanner into a reader but it may not be a buying moment for them. Give an option for them to bookmark or share your content, highlight the opportunity! offer an rss subscription, or links to more of your content. A loyal reader may come back again and become a buyer or perhaps they will "sneeze" your efforts around.

Thanks for the backlink - Grandma?
Thanks for the backlink - Grandma?

The myth of the organic backlink

#6 Take every opportunity to offer related content to your reader and gain a backlink

Although offpage optimization has not been discussed here, I will briefly add, underperforming content just might need a kick in the pants via some backlinking efforts.

Some votes to get the content lifted into peoples eyes. Often you will see claims about how "aged" and "quality" material will just get natural organic backlinks over time!

Perhaps some readers may social bookmark or share in their social networks, but these are not quality backlinks. Only a webmaster can create a backlink , occasionally perhaps an active forum poster may share your content (if they can find it) ...but otherwise the stranger that creates a natural organic backlink for you must be a webmaster, site owner or article writer.

For many niches and topics you are unlikely to find that your target audience has these capabilities.

I believe this is common sense also.

Reaction? Take the time to be active in a community of people who does have backlinking abilities, be a community member at Hubpages , comment and interact within the blogosphere, be apart of online networks that includes those with the power to "organic backlink" - you dont have to beg and trade, but at least participate with the group that can make one if they like. Plus each comment is a backlink, now aint it!

relatively easy backlink methods:

If all else fails, your old indexed content is an opportunity to link out to newer content and provide a quality backlink, as your online portfolio grows and you have more locations to publish at simply making sure to mention and anchor your backlinks to other related sources can be very powerful.

Keep it fresh!

#7 Update - Update - Update!

Search Engine Spiders love fresh and updating content.

Put the milk and cookies out for Santa Spider - offer the ability to comment and inspire them to be made, provide related rss or news content or even manually update your work when new information presents itself or discover a new way to present the info!

On Copywriting

Combine eye behavior and persuasive copywriting techniques in order to create unstoppable online articles.

An important aspect of increasing conversion on your online properties is your copywriting and persuasive writing abilities.

This particular article does not sell anything so is not a valid example, I only hoped to show how to tweak and to suggest ways in which you should try and step into your visitors shoes and look at your content from virgin eyes and a fresh perspective. This particular hub, if I was hoping to earn from the content would have been best presented in 5 or 6 parts of easily digestible material, I dont earn from SEO and web writing articles, so I have no impetus to create 5 or 6 articles!

If you are in fact focused on sales writing and are looking to improve your product conversion rates, then your next step should be into reading about persuasive writing and ad copy.

Unfortunately, as a whole, we humans are still quite predictable, certain styles of writing are amazingly effective

FranK Kern, effective Copywriter suggests the most basic blueprint for effective copywriting is:

1) Tell them what you have

2) Tell them what it will do for them (Sell the "sizzle")

3) Tell them what you want them to do next

ex - ("Click Here To Order Your Copy").

The longer version is the AIDA Method

A= ATTENTION. You must first grab the reader's attention.
with a compelling headline:

I= INTEREST. Sell the benefits not the product. People buy from emotion not from logic.Sell the sizzle, not the steak!

D= DESIRE. Show urgency and scarcity

A= ACTION. Call to action - Buy Now!

Studies show that people want to be told what to do next!

If your tired of seeing all the gurus list their undeserved profits in the forums, you are the better writer, you should be celebrating the earning victories, see the pennies turn to dollars, click here and learn the secrets of controlling your readers via persuasive writing, Do it now!

60dc2 Specific - Tweak Week Outline

This has been an addition to the 60 Day Challenge at Hubpages outline of suggestions. If you find this tutorial helpful or enlightening, feel free to follow along with other informational tools provided.

Hello 60dc'ers - now that the first phase of the 30 in 30 is complete, take this opportunity to revisit, tweak and optimize your past works.

Pay careful attention to:

  • On page SEO: particularly image captions
  • Amount of tags - at least 10-15 including misspellings and terms from your search history
  • Inclusion of RSS capsules
  • Interlinking of your related content
  • Awkward phrasing, spelling and grammar within your work - particularly the opening paragraphs
  • Custom Summaries
  • Make sure your links are ANCHORED
  • No irrelevant links created by "related links" tool
  • Control your exit points - Where can they leave?

Well done! Phase 2 will commence shortly.....

More Tools of The 60 Day Challenge

Free Toolbar for Online Writers
Free Toolbar for Online Writers

Efficiency - Saving Time Is Making Money

"Do not work harder when the solution is working smarter."

The Online Toolbar is a free browser extension that provides a google powered custom search of HP , quick links to all your affiliate options and the main hotspots in Hubpages plus much more

optimize your workflow - learn more or download now

Encourage Sharing!
Encourage Sharing!


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    • Angel21518 profile image


      6 years ago

      Great hub with appreciated, useful information. Thank you!

    • msshandriaball profile image

      Shandria Ball 

      6 years ago from Anniston

      great hub I will be revising my older hubs I am looking to regain traffic to at least ten hubs.Thanks

    • sgbrown profile image

      Sheila Brown 

      6 years ago from Southern Oklahoma

      Another really useful hub! I am always looking for ways to increase my traffic, especially sine this past March, my traffic tanked. I know I have some older hubs that really need some work. I am going back over them now with a new understanding of on page SEO. Thank you for sharing your information with us! Voted up, useful, interesting and sharing. :)

    • superpipoy profile image


      7 years ago

      This is a very informative post! Especially to those who are aspiring to be an internet marketer or those who wish to start business through online. Thanks for sharing this very helpful information.

    • jeneriodan profile image


      8 years ago

      Very useful information

    • laneanders profile image


      8 years ago from Tennessee

      Fantastic information! Useful and I will put them to use.

    • LeslieAdrienne profile image

      Leslie A. Shields 

      9 years ago from Georgia

      Thank you for your, among others are really helping the econmy revive itself by teaching us how to establish and maintain our online presence.

    • onlinecashdigest profile image


      9 years ago from Manila, Philippines

      Your ideas are gold and not just like some rehashed tip. Thanks!

    • Jane@CM profile image


      9 years ago

      Thanks SF. I'm always learning from you!


    • prettydarkhorse profile image


      9 years ago from US

      I read this last week, and this is very useful, "understanding the reader". How do they read -- they scan not read word per word. But I read this hub word per word hehe. All of your hubs. Anyway thank you SF, Maita

    • Skydweller profile image


      9 years ago from Kathmandu

      i had read somewhere that google has introduced a new heatmap different than the previous one but couldn't find it anywhere.

    • sunforged profile imageAUTHOR


      9 years ago from

      @over 55 - But it isnt, on page optimization has more benefits then you are probably aware. It is not an either/or scenario though, make sure your on page is solid and then pursue your off page promotion and link building

    • profile image

      over 55's real estate wa  

      9 years ago

      To gain more traffic, it's all about links and more links! Stick to one link-building method and strive to do at least 50 to 100 links per month using ONLY that method. You can do this through on page and off page activities like social media, forums posts or blog commenting!

    • sunforged profile imageAUTHOR


      9 years ago from

      Thanks Lisa - let me know if anything is confusing and I will gladly try and explain better or offer resources

    • lisabeaman profile image


      9 years ago from Phoenix, AZ

      Hi Josh! Just wanted to let you know that I read every word... I didn't scan! There's too much good info on here to run through... and I will bookmark. I have a lot of tweaking to do. Thanks so much for passing on all of your knowledge to us. If I can comprehend half of it, I've learned a ton!

    • John B Badd profile image

      John B Badd 

      9 years ago from Saint Louis, MO

      Thanks again for the great advice Sunforged.

    • sunforged profile imageAUTHOR


      9 years ago from

      @allan - it does work, i guarantee that much! - the title is a bit crazy, eh! but I can always tweak it later - my url is actually the very short "maximize online profits"

      This was as close to a "writing for fun" article as I do these days

      @k9, We have 3 days left in tweak week! but the basic principles can be applied to all your online efforts for perpetuity

    • sunforged profile imageAUTHOR


      9 years ago from

      @ocbill - Im glad I gained a reader! This particular hub is not a perfect example of a generally optimized page. Its a bit to heavy on text and to long, it also has zero keyword targetting - but its not intended as a search traffic or monetized hub as I really couldnt figure out how to present it! - Most of the terms like "above the fold" and "heatmap" would be most helpful for those who wouldn't know to look for them! - so as it was a required element of our 60 day challenge, i just wrote it and hoped for the best

    • K9keystrokes profile image

      India Arnold 

      9 years ago from Northern, California

      I have one last hub to complete for my 30,...I am hoping to manage this today. This hub is simply wonderful and dripping of great advice and tactics. Once I am done with my final #30 hub, I look forward to phase two and hopefully some success with online writing! You have been a major source of inspiration sir.


    • Allan Douglas profile image

      Allan Douglas 

      9 years ago from Great Smoky Mountains, Tennessee

      I don't know, sunforged, but I believe you may have been able to squeeze another keyword or two into that title! (grin) But seriously, I've been re-working some of my older work using these principles and have already seen them climbing up the scale. Thanks!

    • lakeerieartists profile image

      Paula Atwell 

      9 years ago from Cleveland, OH

      Very well said, this is a lot of what we are trying to teach on Professional Squids. I am off to tweak and fix. :)

    • ocbill profile image


      9 years ago from hopefully somewhere peaceful and nice

      very good and real points to use. I have always been a big believer in the "above the fold". Incidentally I became a reader, not a scanner on this hub and clicked on your RSS hub with good info.


    • sunforged profile imageAUTHOR


      9 years ago from

      Im a bit perplexed on the scoring here - this hub is around 2.5k words long, has many capsules, has updated sources, 30 + comments - several hundred viewers from 10 unique sources already!, yet has only went up 3 points in Hubscore in the 2 day sits been published? - usually a hub would be in the 90's w/ this type of activity

      score doesnt matter when the traffic is solid but still makes me curious when things dont act as they should.

    • shazwellyn profile image


      9 years ago from Great Britain

      You know... even you are improving your writing skills! The 60dc seems to have a marked effect on you too. This is definately a different writing style to your usual - it seems simpler and easier to understand. Your past work comes across 'professional', but this later stuff, seems to target mere mortals. Great that you have developed diversity.... it opens to a wider audience.

      For example, when I write my aspergers articles... I write three... one for the professional social worker, one for average joe and one based on experience. Hopefully I cover all people and I get my message across.

      You seem to be changing your writing style and it works! I dont know if this is on purpose, but good show and well done. I really found this article easy to read. Thanks :)

    • sunforged profile imageAUTHOR


      9 years ago from

      @eilander, Paradise - Thanks for the encouragement, I hope the info gives you opportunity to increased success in your online goals

    • Paradise7 profile image


      9 years ago from Upstate New York

      Good hub, and thank you so much for all the useful advice.

    • eilander1542011 profile image


      9 years ago from Everywhere

      Such useful information, thank you sunforged. It is so wonderful to have someone like you on this forum, to help out ll of us less tech-savvy writers in our work. I learned so much from this hub ,and cannot wait to institute that knowledge.

    • sunforged profile imageAUTHOR


      9 years ago from

      triple H! - I like it, I hope to make another that meets you standards

    • profile image


      9 years ago

      I am a great fan of yours. This time again a HHH from you: "Highly Helpful Hub" I have Bookmarked this hub and cliked as awesome(My awesome made your awesome score 4 on this hub)

      I am Hoping another HHH from you soon

    • Dobson profile image


      9 years ago from Virginia

      Nice collection of helpful tips Josh!

    • sunforged profile imageAUTHOR


      9 years ago from

      @anesidora- Thanks, its not really all that new, I just only use it on IM and Hubpages focused hubs, I keep sales and commercial hubs clean from any personalization

    • Hello, hello, profile image

      Hello, hello, 

      9 years ago from London, UK

      Thank you for so much help and information. I have to come back and read it again to digest it more

    • Anesidora profile image


      9 years ago from Pandora's Box

      Good stuff there SF, and I like your new bottom image. Working on one of those myself, but I like the way you did your's.

    • glendoncaba profile image


      9 years ago from Somewhere in the hubverse

      Thanks for reminders and suggestions.

    • profile image


      9 years ago

      Today everyone is trying to get profit from online. Optimization is the best option to do so. It is certainly best to keep up on your optimization as you go.

    • Paula Andrea, MA profile image

      Paula Andrea, MA 

      9 years ago from www.mode of cosmic

      Wow! Wow! And double Wow! Did I ever enjoy this pinpointedly well-written hub on the 'still to me' mysterious subject. I have also bookmarked this page. It was great and relatively easy to understand for someone who knows 'little to nothing' about this internet marketing stuff.

    • sunforged profile imageAUTHOR


      9 years ago from

      @faybe - Thanks for the feedback! With 200 visits and only 10 comments I was getting scared that no one wanted to wade through the content to get to the comments!

    • billyaustindillon profile image


      9 years ago

      As always mate great info and I value your support and encouragement for maximizing online profits - making old content profitable is certainly a challenge.

    • Faybe Bay profile image

      Faye Constantino 

      9 years ago from Florida

      Thanks Josh! Great Content here for me to digest and use! I can't wait to get started on optimizing my hubs!

    • sunforged profile imageAUTHOR


      9 years ago from

      @Boomer60 - Thanks, Im glad it was understandable, but your comprehension level is much higher tahn your giving yourself credit for, for sure..!

      @Lily, Thanks - and yes you are welcome to the image - but you may want to put your own profile name in eh!

      @all - I appreciate the comment , hope to help and of course any confusion, let me know so i can tweak out this hub!

    • Wendy Krick profile image

      Wendy Krick 

      9 years ago from Maryland

      I love "Profit is made from those who exit - not by those who read". It is such a huge point. Thank you!

    • sunforged profile imageAUTHOR


      9 years ago from

      @Pro Design Source

      It is certainly best to keep up on your optimization as you go, but some factors will always come later - particularly discovering new string that are bringing traffic that you didnt bet on! Also reading again with fresh eyes will always bring out a turn of a phrase or a few typos - I know I have quite a bit to fix in this one!

    • wvierra profile image


      9 years ago from Collinsville

      Man, I just love the things that you write, You always seem to be right on target with your subjects. Thanks , Voted, and bookmarked.

    • pakpub profile image


      9 years ago from Ohio

      Thanks for all your help! Always looking for ways to improve!

    • nms profile image


      9 years ago from Cochin

      Really very informative hub. Will be useful for beginners.

    • Lily Rose profile image

      Lily Rose 

      9 years ago from A Coast

      More great stuff, Josh! I do need to go back and check my old hubs from when I first started here - I've learned so much since then (thanks to you and others). I think I'm a little scared to look because there are probably many that need tweaking!

      Can I copy your "Thank You!..." image?

    • Boomer60 profile image


      9 years ago

      Tip Top Info! I once again will be going back and tweaking hubs from the beginning to the current. I will focus more first On our challenge hubs as these are the ones to be promoted during the promotional stage. Presented so even I could understand this. :-)

    • Pro Design Source profile image

      Pro Design Source 

      9 years ago

      I try to tweak as I go along. Each week I learn so much more about SEO. Looking back at my first hubs - yeah, they need a lot of work!

    • sunforged profile imageAUTHOR


      9 years ago from

      @waynet - Tis true, no time like the present, hope I gave you some new ideas to personalize

      @cags - Thanks as always for the support, tweak week will continue for 3-4 more days

    • sunforged profile imageAUTHOR


      9 years ago from

      @tthudium - Thanks for the follow and the encouragement

    • tthudium profile image


      9 years ago

      Great hub. I followed you a few days ago, and am loving the great hubs already! Keep up the good work.

    • Morgan F profile image

      Morgan F 

      9 years ago from USA

      Thanks for the great info as usual sunforged. bookmarked it.

    • waynet profile image

      Wayne Tully 

      9 years ago from Hull City United Kingdom

      This is a great idea and one that I was going to do, but no time like the present! I've got a load of underperforming hubs and they are the ones that I originally started out with when joining here all those years ago!....time to sort em out!

    • Cagsil profile image


      9 years ago from USA or America

      That was a great read Sunforged. I've bookmarked, as I have with other hubs you've written. You mentioned the second phase to start soon, but is that a week from tomorrow or today? I know, not an intelligent question, but was curious. I'm off to tweak more of my hubs, so as to take advantage of maximizing online profits on other and older hubs. Thank you very much. :)

    • sunforged profile imageAUTHOR


      9 years ago from

      @msorensonn - See you bookmarked it, because the 3k words of type was daunting and you did not feel like reading - so I will languish unread in your bookmarks for being too wordy

      The future of online tutorials is in video, i imagine :(

    • LeanMan profile image


      9 years ago from At the Gemba

      Looking good sunforged, lots of great advice and ideas, I will be going over all of my older under performing hubs.

    • msorensson profile image


      9 years ago

      Thanks. Bookmarked it.


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