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Chris Dimmock, Founder & CEO SEO Issues Affili@Syd 2010
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:
Hot keywords - trending topics, hot searches, predictions, time based
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…..
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….
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]
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
What’s this car called?
In Australia, and the UK, it’s called a Mazda MX5
In Japan – it’s called a Mazda Roadster…. And in North America - it’s called a Mazda Miata….
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…….
1. Start with DMOZ, and Yahoo! Directory, and what you know
2. Then use some keyword density & prominence analysers:
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
Let’s look at tools for analysing your competitors/ buying domains….
Other tools for analysing your site, or analysing competitors
Good for reviewing competitor sites....
“ related keywords” ideas: http://adlab.msn.com/Keyword-Group-Detection/ http://labs.google.com/sets
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:
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
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