20100608 final-affiliate-cogentis-dimmock
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    20100608 final-affiliate-cogentis-dimmock 20100608 final-affiliate-cogentis-dimmock Presentation Transcript

    • 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:
      • 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
      • 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/
      • 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….
      • 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:
      • 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
      • 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…..
      • 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….
      • 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:
      • 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….
      • 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
    • 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
      • Ph 02 9869 4773