The other day I had a conversation with a Google contact.
This employee emphasized the importance of UNIQUE content and the need for internal links. Moreover, he or she, said that long scrolling salesletters without other navigation options available did not fit in with this.
He or she also said that any affiliate who reuses or rehashes existing content found elsewhere on the web will face immediate low quality scores and possibly face being banned.
This information isn't all that new. However, the emphasis on building sites with more internal pages as opposed to long scrolling pages is.
As a result, this changes the way I will be creating personal sites to be advertised on Google...
While I'll still be using direct-response long copy, it's important that each site have the internal navigation.
For instance, this includes a "Home page," "Results page," "Advantages" page, as well as pages that might describe the unique process of the product or service.
Each of these pages then has a clear call-to-action to visit the next step. The navigation path is clear.
In other words, this is a significant sea-change. You must be focusing on providing unique content. Long salesletters might be a part of this design... but, you need the other internal navigation.
While this does require extra work... I see this as a positive development. It eliminates lazy folks from the game and I do not see it being much of an impediment to sales.
A good way to think this new design is that you're creating additional sales content to compliment your main offer (as opposed to detracting from it).
In the weeks and months to come, I'll be sharing with you more about what I've been testing and more specifics on where to go from here.
