20100608 final-affiliate-cogentis-dimmock

  • 788 views
Uploaded on

 

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
788
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Chris Dimmock, Founder & CEO SEO Issues Affili@Syd 2010
  • 2. Affiliate An affiliate is an individual advertiser or website owner who has a business relationship with a merchant to promote the merchant's product or service. The affiliate earns a small commission from the merchant for each referral that results in a sale; the merchant handles payment and fulfillment. http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=14808 Google’s definition of an affiliate:
  • 3.
    • SEO for Affiliate Marketing
    • Misspeelings are all but dead – “did you mean” Spelling Corrections now also in Google Suggest
    • Some advanced keyword research tools, and keyword research ideas
    • Some other useful tools for analysing target domains & competitors from an SEO perspective
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.
    • Quick overview of all the usual suspects….
    • For initial keyword research, free tools….
    • - Adwords keyword research tool: (yes, its an SEM tool, but it’s Google data… JUST MAKE SURE YOU select your geographic market, and use exact match, for SEO purposes)
    • https://adwords.google.com/select/KeywordToolExternal
    • - Adwords Traffic estimator https://adwords.google.com/select/TrafficEstimatorSandbox
    • - MS Ad Intelligence for Office 2007 (Need an account, Bing/ MSN data replaces beta excel addin, covers US, France, Canada & UK)
    • http://advertising.microsoft.com/learningcenter/downloads/microsoft-advertising-intelligence
    • - Wordtracker free version
      • http://freekeywords.wordtracker.com/
  • 9.  
  • 10.
    • Research singular and plurals
    • Try adding “free shipping”
    • Research word order, as this can be critical [Sydney hotels] v [hotels Sydney]
    • Most industry jargon falls into the long tail
    • Searcher intent and your goals – make sure your keywords become the conduit
    • Testing and analytics are key. Don’t be afraid to use SEM to test your SEO keyword conversion rates.
    • Define your goals – conversions, traffic, newsletter signups etc. Does the target page provide access to the goal outcome??
    My advice is to….
  • 11.
    • Less people use them, more opportunity to find pearls
    • 1. Keyword Discovery – range of databases
    • http://www.keyworddiscovery.com/
    • 2. Wordtracker
    • http://www.wordtracker.com/
    • 3. SEMrush
    • (US, UK, Russian, Spanish German and French versions, using Google data, good interface)
    • http://www.semrush.com/
    Paid/ subscription based keyword tools:
  • 12.  
  • 13.
    • http://www.google.com/trends/hottrends
    • http://hot.aol.com/
    • http://www.google.com/intl/en/press/zeitgeist/index.html
    • http://trendistic.com/ Twitter trends
    • http://www.google.com/insights/search/
    • http://buzzlog.buzz.yahoo.com/overall/
    Hot keywords - trending topics, hot searches, predictions, time based
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18.
    • Most keyword research is based on the ‘recent past’ history of search behaviour. Most tools go back “months”.
    • Sometimes – there is no “recent” history.
    • Take an educated guess – and cover your bases….
    • Here’s an example…..
  • 19.  
  • 20.  
  • 21.  
  • 22.
    • Internationalisation:
    • Many years ago, I did a project for an Australian company, who manufactured automotive polyurethane suspension bushes.
    • They wanted to expand into the USA & UK markets
    • Sounds pretty simple…..
    • But different markets often have different words to describe the same things….
  • 23.
    • Through keyword research, competitor research, and discussion, we found out that:
    • Americans call them bushings; not bushes (unlike AU & UK)
    • UK are less likely abbreviate polyurethane – whereas Australians abbreviate to “urethane”; and Americans often abbreviate to either “poly” or “urethane”
    • A new strategy emerged…
    • In Australia they were [polyurethane bushes] and [urethane bushes];
    • In the UK, they were selling [polyurethane bushes]
    • In the USA market – they now also sold [urethane bushings] and [poly bushings]
  • 24. Often the actual numbers are Bulls4!#, its relative proportions that guide... Searches by market, exact match US AU UK [urethane bushings] 720     [poly bushings] 590     58 [polyurethane bushes] 110 170 1,900 [urethane bushes]   110 36
  • 25.
    • What’s this car called?
  • 26. In Australia, and the UK, it’s called a Mazda MX5
  • 27. In Japan – it’s called a Mazda Roadster…. And in North America - it’s called a Mazda Miata….
  • 28.
    • So in Australia & UK, they sold:
        • Mazda MX5 polyurethane/ urethane bushes
    • In the USA, they sold:
        • Mazda Miata urethane bushings / poly bushings
        • They effectively expanded their virtual inventory, without having to develop a new product….
        • Same product – different label, and a different web page…….
  • 29.
    • 1. Start with DMOZ, and Yahoo! Directory, and what you know
    • 2. Then use some keyword density & prominence analysers:
    • 1. http://www.ranks.nl/tools/spider.html
    • Tool for checking a competitors page to see what keyword phrases they are targeting
    • 2. Then use e.g. Term Target to get a ranking of how well the page is optimised for the specific phrase
    • http://www.seomoz.org/term-target
    Let’s look at tools for analysing your competitors/ buying domains….
  • 30.  
  • 31.  
  • 32.
    • http://www.spyfu.com/
    • http://www.google.com/sktool/
    • http://www.wordstream.com/keywords/
    • http://www.webmaster-toolkit.com/keyword-research-tool.shtml
    • http://www.keywordspy.com.au/
    Other tools for analysing your site, or analysing competitors
  • 33. Good for reviewing competitor sites....
  • 34. “ related keywords” ideas: http://adlab.msn.com/Keyword-Group-Detection/ http://labs.google.com/sets
  • 35.  
  • 36. Back end checker Detects over 120 different website platforms (name & version) https://addons.mozilla.org/en-US/firefox/addon/10493/ SenSEO On page SEO checker by keyword, works with Firebug https://addons.mozilla.org/en-US/firefox/addon/9403/ Google Global Quickly see organic and paid Google search results as they appear in different countries https://addons.mozilla.org/en-US/firefox/addon/5977/ Other analysis tools:
  • 37.
    • Use PPC to test keyword conversion before you SEO
    • Use tools to find keywords – analyse competitors
    • Don’t believe the “numeric” answers given in most tools – the numbers are relative
    • Try adding “free shipping”
    • Be aware of different words in different countries
    • Don’t be afraid to test, and follow your instincts if you can’t
    • If you aren’t tracking performance, you are wasting your time
  • 38.
    • Cogentis – name comes from Cogent i nternet s earch
    • Founded in 2003 as a specialist corporate search agency
    • Trusted corporate specialist search agency – SEO & SEM
    • Long term track record of success, delivering great results in competitive markets, for a range of corporate clients.
    • Two of the world’s first 100 “Google Qualified Advertising Professionals” – fully qualified in Feb 2005.
    • Corporate focus; reputation; technical expertise; proven documented systems, & track record in competitive markets
    • Ph 02 9869 4773