Affiliate SEO


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Chicago Affiliate Marketing Meetup April 14, 2010 SEO Presentation

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Affiliate SEO

  1. 1. Affiliate Marketing SEO By Mert Sahinoglu Disclaimer: There are no white/black/gray hat colors in Affiliate SEO
  2. 2. Three types of Affiliates <ul><li>Creative genius– Creates great content & Link bait </li></ul><ul><li>OCD Organizer – Great outsourced link building organizer and accountant. Best paid ad marketing comes from this type. </li></ul><ul><li>Automaton Programmer – Automated content generation, website optimization and link building expert </li></ul><ul><li>IMO – If you are not two of the above 3, you will not have a sustainable future in this business. </li></ul>
  3. 3. Finding a niche <ul><li>Entirely based on your operating style, there are three types of affiliates </li></ul><ul><li>Nurturers: Creative/non techies types. They fall in love with a few niches they enjoy and create great content and link bait. </li></ul><ul><li>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 </li></ul><ul><li>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. </li></ul>
  4. 4. Hosting Considerations <ul><li>Global affiliates should consider shared hosting in multiple continents </li></ul><ul><li>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. </li></ul><ul><li>Nurturers could use one click CMS backend provider hosting company. </li></ul>
  5. 5. Use of domains <ul><li>Domain names are the number 2 factor (after links) that affect the SERP factors </li></ul><ul><li>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 </li></ul><ul><li>Subdomains can be a cheap alternative. </li></ul><ul><li>Wordpress 3.0 (coming up) allows subdomains. Could be the secret weapon of affiliates. </li></ul>
  6. 6. CMS <ul><li>If you are a programmer or have access to cheap programmers, stay away (unless e-commerce). Dynamic content does not require CMS. </li></ul><ul><li>If you are not a programmer. Wordpress is the name of the game. </li></ul><ul><li>E-commerce is hard. There are open source solutions such as Magento but you still need access to a programmer. </li></ul>
  7. 7. Footsteps Theory for an Affiliate site. <ul><li>(long urls with .biz, .info) </li></ul><ul><li>Inbound link structure </li></ul><ul><li>99% of links from “graybar” link sources </li></ul><ul><li>Young domains with no link authority suddenly pumping thousands of pages of content. </li></ul>
  8. 8. Green Links is a must <ul><li>The Toolbar is your greatest friend. </li></ul><ul><li>It still acts as one of the biggest factors in spam filtering. So how do you get the green links: </li></ul>
  9. 9. Authority Link Sources <ul><li>Buy links </li></ul><ul><li>Guest Blog Posts </li></ul><ul><li>Widgets/Button/API Syndication </li></ul><ul><li>Create resource/link bait content and do a digital PR campaign based on it </li></ul>
  10. 10. Links 101 <ul><li>Anchor text: What words are used on the link itself and also in the paragraph that contains the link </li></ul><ul><li>Nofollow tags (rel=“nofollow” : It is a signal to search engines not to give link value authority to a link) </li></ul><ul><li>Links are about marketing…. </li></ul>
  11. 11. Why links matter to affiliates <ul><li>More traffic </li></ul><ul><li>Better rankings </li></ul><ul><li>Get a web page indexed </li></ul><ul><li>Get an image/video ranked? </li></ul><ul><li>Reputation Management? </li></ul><ul><li>Event/Press Release Marketing? </li></ul><ul><li>Local Business Results? </li></ul><ul><li>Make you feel good ( I rank #1 for “keyword”) </li></ul><ul><li>Increased audience reach? </li></ul><ul><li>Other? </li></ul>
  12. 12. Internal link Structure for Affiliates <ul><li> </li></ul><ul><li>CASE STUDY: CHICAGO TRIBUNE TOPIC PAGES </li></ul><ul><li>BRENT PAYNE’S SECRET WEAPON FOR SHORT TAIL KEYWORD SUCCESS </li></ul><ul><li>Fact: Tribune has over 590K Topic “tag” pages indexed by Google. </li></ul><ul><li> . </li></ul><ul><li>Why did Tribune create Tag Pages? There are no other optimized content in news articles to rank for short tail keyword. </li></ul><ul><li>Here are their 3 steps to success </li></ul><ul><li>Step 1: MAIN CATEGORY PAGES/HOME PAGE link to news articles which are the source of long tail event focused keywords traffic. </li></ul>
  13. 13. Case Study Chicago Tribune <ul><li>Step 2: A database assigns keywords to tagged pages . Every time a phrase is mentioned in an article, it is converted to a link. </li></ul><ul><li>with the anchor text being the keyword targeted. </li></ul>
  14. 14. Case Study:Chicago Tribune <ul><li>End Result: </li></ul><ul><li>The “Wrigley Field” tag page ranks #8 for Wrigley Field in Google. </li></ul><ul><li>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 </li></ul>
  15. 15. Simple Widget Case Study <ul><li> by Aaron Wall </li></ul><ul><li>150K/month traffic, link building mainly through widget syndication </li></ul>
  16. 16. Where to buy links <ul><li>Even Fortune 500 companies buy links from companies such as </li></ul>
  17. 17. When buying links <ul><li>Avoid public forums and brokers as much as you can. </li></ul><ul><li>Approach individual website owners who have not already sold a million links. </li></ul><ul><li>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) </li></ul>
  18. 18. Old School Link Building <ul><li>Your own sites & Internal Link building strategies </li></ul><ul><li>Friends </li></ul><ul><li>Competing websites </li></ul><ul><li>Vendors (ex: Web Designer, Plumber) </li></ul><ul><li>News sites (PR agencies need to be trained to ask for links) </li></ul><ul><li>Blog & Forum Interaction (can be considered spam) </li></ul><ul><li>Related specialty sites (ex: Chamber of Commerce) </li></ul><ul><li>How-to sites </li></ul><ul><li>Social sites/groups/lists/profiles </li></ul><ul><li>Directories </li></ul><ul><li>Guest posting in other blogs and white paper opportunities </li></ul><ul><li>Reviews & Testimonials </li></ul><ul><li>Article syndication& Press Releases </li></ul><ul><li>Content syndication (Video, image, podcast, etc). </li></ul><ul><li>CSS Galleries (if you have a great design) </li></ul><ul><li>Charities & Universities </li></ul>
  19. 19. Links can be embed codes <ul><li>A link can be the embed/hotlink codes for your </li></ul><ul><li>images, </li></ul><ul><li>podcasts </li></ul><ul><li>videos </li></ul><ul><li>on other people’s websites. </li></ul><ul><li>Every embedded video/image helps your multi-media asset rank higher in Image/Video Searches. </li></ul>
  20. 20. Personalized Search <ul><li>Link to Twitter profile / Facebook group on email signature </li></ul><ul><li>Consider not linking to your company/website home page but to a Google Search Result that points to your site. </li></ul><ul><li>Ex: Google search result to show all my real estate site’s pages </li></ul><ul><li> </li></ul><ul><li>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. </li></ul>
  21. 21. A link can be a mention <ul><li>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. </li></ul>
  22. 22. Link Footprints <ul><li>Reciprocal Link Exchange Schemes </li></ul><ul><li>Having the majority of your link portfolio as purchased links </li></ul><ul><li>Getting links from only low authority websites </li></ul><ul><li>Having the same “high traffic” anchor text link. </li></ul><ul><li>A majority of links from Comment spam (forums and blogs) </li></ul>
  23. 23. Link Farms <ul><li>Case Study: Foster Web Marketing </li></ul><ul><li>150+ Website clients in a large link farm: </li></ul><ul><li> </li></ul><ul><li>Large Arrow is the Hidden Link shown as a Paragraph Header with CSS </li></ul>
  24. 24. Link Buying in an Ad format <ul><li>Case Study: – A Re/Max lead generation site – 99% of the site is dynamically generated from MLS Database </li></ul><ul><li>Spent $50K+ (my estimation – 2009) on link buying in ad boxes or as text links. </li></ul><ul><li>Ranks First Page for every city + property type in Colorado </li></ul><ul><li>Below screenshot from </li></ul>
  25. 25. Timeless content theory <ul><li>Create timeless content pieces on your site. </li></ul><ul><li>Resource guides, white papers, research studies </li></ul><ul><li>Promote your content to reporters, bloggers and in forum threads. </li></ul><ul><li>Watch out for current events related to your timeless piece, write guest blog posts and pitch the content to related reporters. </li></ul>
  26. 26. Questions <ul><li>Mert Sahinoglu contact info: </li></ul><ul><li> </li></ul><ul><li>msahinoglu at </li></ul><ul><li> </li></ul><ul><li>Or just Google “Mert Chicago”  </li></ul><ul><li> </li></ul>