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Chicago Affiliate Marketing Meetup April 14, 2010 SEO Presentation

Chicago Affiliate Marketing Meetup April 14, 2010 SEO Presentation

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    Affiliate SEO Affiliate SEO Presentation Transcript

    • Affiliate Marketing SEO By Mert Sahinoglu Disclaimer: There are no white/black/gray hat colors in Affiliate SEO
    • Three types of Affiliates
      • Creative genius– Creates great content & Link bait
      • OCD Organizer – Great outsourced link building organizer and accountant. Best paid ad marketing comes from this type.
      • Automaton Programmer – Automated content generation, website optimization and link building expert
      • IMO – If you are not two of the above 3, you will not have a sustainable future in this business.
    • Finding a niche
      • Entirely based on your operating style, there are three types of affiliates
      • Nurturers: Creative/non techies types. They fall in love with a few niches they enjoy and create great content and link bait.
      • Bribers: These guys tend to be the programmer types. They create automated lead gen, ecommerce content and buy their way into rankings through long tail PPC and paid links
      • Destruction Derby: This is the organizer type. They do not care about web assets. They burn through domains. They care about SEO from a short term perspective.
    • Hosting Considerations
      • Global affiliates should consider shared hosting in multiple continents
      • Destruction derby affiliates could use multiple shared hosting. Never interlink more than two sites at a time in same hosting server. Try not to interlink as much as you can.
      • Nurturers could use one click CMS backend provider hosting company.
    • Use of domains
      • Domain names are the number 2 factor (after links) that affect the SERP factors
      • Keyword rich domain names are valuable. Using more than two dashes “-”, along with type of domain (.biz, .info, etc) is a filter factor for recognizing affiliate sites
      • Subdomains can be a cheap alternative.
      • Wordpress 3.0 (coming up) allows subdomains. Could be the secret weapon of affiliates.
    • CMS
      • If you are a programmer or have access to cheap programmers, stay away (unless e-commerce). Dynamic content does not require CMS.
      • If you are not a programmer. Wordpress is the name of the game.
      • E-commerce is hard. There are open source solutions such as Magento but you still need access to a programmer.
    • Footsteps Theory for an Affiliate site.
      • (long urls with .biz, .info)
      • Inbound link structure
      • 99% of links from “graybar” link sources
      • Young domains with no link authority suddenly pumping thousands of pages of content.
    • Green Links is a must
      • The Toolbar is your greatest friend.
      • It still acts as one of the biggest factors in spam filtering. So how do you get the green links:
    • Authority Link Sources
      • Buy links
      • Guest Blog Posts
      • Widgets/Button/API Syndication
      • Create resource/link bait content and do a digital PR campaign based on it
    • Links 101
      • Anchor text: What words are used on the link itself and also in the paragraph that contains the link
      • Nofollow tags (rel=“nofollow” : It is a signal to search engines not to give link value authority to a link)
      • Links are about marketing….
    • Why links matter to affiliates
      • More traffic
      • Better rankings
      • Get a web page indexed
      • Get an image/video ranked?
      • Reputation Management?
      • Event/Press Release Marketing?
      • Local Business Results?
      • Make you feel good ( I rank #1 for “keyword”)
      • Increased audience reach?
      • Other?
    • Internal link Structure for Affiliates
      • http://www.chicagotribune.com/topic/sports/baseball/wrigley-field-PLTRA0000169.topic
      • CASE STUDY: CHICAGO TRIBUNE TOPIC PAGES
      • BRENT PAYNE’S SECRET WEAPON FOR SHORT TAIL KEYWORD SUCCESS
      • Fact: Tribune has over 590K Topic “tag” pages indexed by Google.
      • www.google.com/search?q=site:chicagotribune.com+inurl:topic .
      • Why did Tribune create Tag Pages? There are no other optimized content in news articles to rank for short tail keyword.
      • Here are their 3 steps to success
      • Step 1: MAIN CATEGORY PAGES/HOME PAGE link to news articles which are the source of long tail event focused keywords traffic.
    • Case Study Chicago Tribune
      • Step 2: A database assigns keywords to tagged pages . Every time a phrase is mentioned in an article, it is converted to a link.
      • with the anchor text being the keyword targeted.
    • Case Study:Chicago Tribune
      • End Result:
      • The “Wrigley Field” tag page ranks #8 for Wrigley Field in Google.
      • Lessons: Keep your website structure as flat as possible. Make sure you have an auto-link plug-in to link back to your product/info pages from blog posts/articles
    • Simple Widget Case Study
      • Mortgagecalculator.org by Aaron Wall
      • 150K/month traffic, link building mainly through widget syndication
    • Where to buy links
      • Even Fortune 500 companies buy links from companies such as Conductor.com
    • When buying links
      • Avoid public forums and brokers as much as you can.
      • Approach individual website owners who have not already sold a million links.
      • If you are in a highly competitive market feel free to use 301 redirect to hide bought links. (does not help with Bing, Yahoo traffic)
    • Old School Link Building
      • Your own sites & Internal Link building strategies
      • Friends
      • Competing websites
      • Vendors (ex: Web Designer, Plumber)
      • News sites (PR agencies need to be trained to ask for links)
      • Blog & Forum Interaction (can be considered spam)
      • Related specialty sites (ex: Chamber of Commerce)
      • How-to sites
      • Social sites/groups/lists/profiles
      • Directories
      • Guest posting in other blogs and white paper opportunities
      • Reviews & Testimonials
      • Article syndication& Press Releases
      • Content syndication (Video, image, podcast, etc).
      • CSS Galleries (if you have a great design)
      • Charities & Universities
    • Links can be embed codes
      • A link can be the embed/hotlink codes for your
      • images,
      • podcasts
      • videos
      • on other people’s websites.
      • Every embedded video/image helps your multi-media asset rank higher in Image/Video Searches.
    • Personalized Search
      • Link to Twitter profile / Facebook group on email signature
      • Consider not linking to your company/website home page but to a Google Search Result that points to your site.
      • Ex: Google search result to show all my real estate site’s pages
      • http://www.google.com/search?q=site:falconliving.com
      • Personalized search history is recorded for computer IPs and/or your Google Sign-in ID (If logged in) for six months so you will rank higher for that email contact’s future searches as a preferred website.
    • A link can be a mention
      • A mention of your Business name / phone number / address / email on a webpage (even without a link) helps you rank higher in search engine local business results.
    • Link Footprints
      • Reciprocal Link Exchange Schemes
      • Having the majority of your link portfolio as purchased links
      • Getting links from only low authority websites
      • Having the same “high traffic” anchor text link.
      • A majority of links from Comment spam (forums and blogs)
    • Link Farms
      • Case Study: Foster Web Marketing
      • 150+ Website clients in a large link farm:
      • www.injurytriallawyer.com/resources.cfm
      • Large Arrow is the Hidden Link shown as a Paragraph Header with CSS
    • Link Buying in an Ad format
      • Case Study: Cohomefinder.com – A Re/Max lead generation site – 99% of the site is dynamically generated from MLS Database
      • Spent $50K+ (my estimation – 2009) on link buying in ad boxes or as text links.
      • Ranks First Page for every city + property type in Colorado
      • Below screenshot from www.cobizmag.com
    • Timeless content theory
      • Create timeless content pieces on your site.
      • Resource guides, white papers, research studies
      • Promote your content to reporters, bloggers and in forum threads.
      • Watch out for current events related to your timeless piece, write guest blog posts and pitch the content to related reporters.
    • Questions
      • Mert Sahinoglu contact info:
      • http://twitter.com/mertsahinoglu
      • msahinoglu at yahoo.com
      • http://linkedin.com/in/mertsahinoglu
      • Or just Google “Mert Chicago” 
      • http://www.google.com/search?q=Mert+Chicago