Hi folks,

Some of you already “get it”.

Many of the current Theme Zoom members have more than a sneaking suspicion of why Theme Zoom is preparing you for carefully focused website silo architecture combined with high-level vertical market research.

Laser focused keyword research and market research will be REQUIRED in the new “on demand” multi-channel market place.

Why?

Customers and prospects are not listening anymore.

Or maybe I should clarify by saying “customers and prospects are not listening to anything they don’t want to anymore”. See video from webpronews citing the super-saturation of the multi-medium marketplace.

What does “super-saturation of media” mean, and what does it have to do with Silo Architecture?  

It means that you better carefully research and plan your business or website with a full knowledge of how your market thinks.

You better be involved in a “continuing self-education” about what keywords and themes your ideal prospect has dancing in his head.

This is where Silo Website Architecture comes in.

Recently at the Seattle SMX “give it up session”, Bruce Clay- the father of website silo architecture said:

”Properly siloing a site can yield a traffic increase of 30 percent or more. Align subjects by query, not random groupings. Landing pages receive internal links across themes. Anchor text management is critical.”

It is important to understand that siloing your website is not only about higher search engine rankings for your most profitable keywords.

It is also designed to help you quickly and efficiently organize your market in clearly defined interests so that you may cover all of the topics of interest to you ideal prospect.

By creating “silos” both offline and online, you can more easily explore and test new and related products and services without skewing your core metrics. You can clearly test and survey your market in an organized fashion allowing you to separate apples from oranges.

If you test your market for apples and they only want oranges, you don’t need to continue building the “oranges silo” within your overall market.

This is useful because many webmasters and marketers do not no how to organize different categories and silos for the effective testing of new products, services, topics and themes.

- Russell Wright

Transcription of Webpronews Video provided below:

Online Advertising to Pass Traditional Forms in 2011

The results are in for the Veronis Suhler Stevenson forecast, and some of them are quite shocking. VSS conducted the study in cooperation with consultancy PQ Media.

One of the major findings is the shift in consumer behavior from traditional forms to digital and online alternatives. The rapid growth of online advertising is expected to overtake US newspaper advertising by 2011. Newspaper groups have reported a decrease in advertising sales this year. The study estimates that by 2011, Internet advertising will become the largest advertising medium at nearly $63 billion.

Webpronews caught up with Leo Kivijarv, the Vice President of Research at PQ Media to talk about these trends. "The growth rates of traditional media are much slower than what we´re seeing in alternative media, and most of the buys that happen in traditional media now are very niche-focused. For example, you still can´t find anywhere such as the Superbowl on broadcast TV that generates $2.5 million per 30 seconds in any other medium. Online cannot even come close to the CPMs of the Superbowl."

At the same time, the study concluded that the total amount of time spent on all types of media actually dropped last year, dipping .5% to an annual total of 3530 hours. The decline is the result of many years of growth and the speedy acceptance of new technology and services such as high speed Internet .
 
"For the first time, consumers spent less time with media in 2006 than they had in the past, which means two things. One is that we are finally reaching a saturation point because it had been growing for ten straight years that people would spend more time with media. But things such as cable and satellite access have just about reached a saturation point; Internet has reached it´s saturation point. What I mean by that is that if people are going to get on the Internet, they have done so; if they are going to be getting cable or satellite, they have done so; if they are going to have DVDs, they have done so.

"And secondly, one of the reasons why we have seen a flattening of time usage and the decline in 2006 is that a lot of people who are now going online and looking for information, where they had in the past looked in traditional media, are now doing it more efficiently and spending less time."

Incidentally, in 2006, consumers spent the most time with television, followed by radio, which combined together accounts for nearly 70% of the time spent with media. Recorded music  came in next at (5.3%), and both newspapers and the Internet came in at 5%. This year the study forecasts that US consumers will spend more time using the Internet than any other media form. The Web will move up to 5.1%, while newspapers and recorded music each move down to 4.9%.
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