New research has discovered that advertising gets more click throughs from smaller web sites with less traffic than big sites with millions of visitors. What does this tell me? It suggests that the lower traffic sites are more focused on specific niche topics that are relevant to fewer people. But that means the advertising is more likely to be targeted and therefore is of greater interest. The lesson for Internet marketers is that the more narrowly your focus your site, the more valuable it will become to your visitors. That will make it more likely you’ll be able to profit from it. Don’t try to be all things to all people; instead, narrow your focus. Want to run a web site on “small business”? Don’t. Run a web site on “running a window cleaning business” or “operating a car hire business”. In other words, make your web site highly focused. You’ll get fewer visitors, so your ego won’t do so well. But you’ll gain higher click throughs on your product offerings and will therefore make more money. Once again this new study is further evidence for the value of The Long Tail.

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