How to SEO Like a Super Affiliate A4U Expo 2011

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This session is aimed at all levels of attendees who are looking to increase traffic & revenue via natural search. We will look at the top affiliate sites in the UK from financial comparison sites to shopping and voucher sites and give a detailed analysis showing how these sites are running their SEO strategies and how smaller affiliate sites need to set up their SEO campaigns to deliver top rankings in even the most competitive verticals.

There will be focus on Linkbuilding, Onsite optimisation, How to make Google treat you like a brand, Panda update issues, Campaign and team structure.

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How to SEO Like a Super Affiliate A4U Expo 2011

  1. 1. How to do SEO like a<br />Super Affiliate<br />Patrick Altoft<br />Director of Search<br />
  2. 2. My definition of a super affiliate<br />An affiliate business that has made the transition into being one of the following:<br />A well known brand<br />A business driving substantial revenue & profits<br />A business with perhaps 20+ employees<br />A business with real offices<br />
  3. 3. EXAMPLES<br />
  4. 4. Finance<br />
  5. 5. Travel<br />
  6. 6. Voucher Sites<br />
  7. 7. CHARACTERISTICS<br />
  8. 8. Become a great business<br />Google wants to rank the best sites at the top<br />What can you be the best in the world at?<br />
  9. 9. Superaffiliates are great at 2 things<br />Superaffiliates are generally very knowledgeable about their sector & products but so are a lot of brands.<br />Digital marketing expertise is what makes them stand out – need to beat merchants & all the other affiliates.<br />
  10. 10. Some thoughts<br />Affiliates are always competing against other affiliates as well as merchants<br />Barriers to entry are low – markets are competitive<br />SEO campaigns need to be very aggressive but in a natural & controlled way<br />You need to show Google you are a trusted brand before you get aggressive with SEO<br />
  11. 11. SEO is not your marketing strategy<br />Superaffiliates do everything<br />
  12. 12. High level SEO is about rankings<br />True high level SEO is not about conversions, brand awareness, sales, leads, revenue or profits.<br />Separate your SEO team from your commercial teams and let each one focus on what they do best.<br />Select a keyword, rank for it & move on to the next.<br />
  13. 13. Strategy<br />Regular keyword selection based on extensive opportunity analysis<br />Do this over lots (100,000+) of keywords<br />Opportunity = Search Vol. * Max CTR * Conversion Rate * Revenue Per Sale<br />
  14. 14. TEAMS<br />
  15. 15. Structure<br />
  16. 16. Ideal SEO Team Structure<br />
  17. 17. Talent<br />
  18. 18. Research<br />To SEO like a superaffiliate you have to learn what they do & how they do it<br />Year end financial reports<br />Investor calls<br />Press releases<br />Events<br />Google Alerts<br />Twitter/Facebook<br />
  19. 19. COMPETITOR ANALYSIS<br />
  20. 20. Searchmetrics<br />
  21. 21. Searchmetrics<br />
  22. 22. spyfu.com/uk/<br />
  23. 23. Google Trends<br />
  24. 24. Open Site Explorer<br />
  25. 25. Open Site Explorer<br />
  26. 26. Majestic SEO<br />
  27. 27. LINK ANALYSIS<br />
  28. 28. Competitor analysis<br />Identify 20 target keywords<br />Record domains ranking in top 20 search results for each keyword<br />Remove duplicate sites<br />
  29. 29. Competitor analysis<br />Export all links to Excel<br />
  30. 30. Competitor analysis<br />Repeat for all competitors to create one giant Excel document<br />Remove duplicate linking domains<br />Sort by Domain Authority or Page Authority<br />
  31. 31. Competitor analysis<br />Use filters to find valuable links<br />URL contains .ac.uk , .edu , .gov , .nhs<br />Anchor text contains target keyword<br />
  32. 32. Anchor text visualisation<br />Wordle.net<br />
  33. 33. Booking.com<br />
  34. 34. Booking.com<br />Pivot table<br />Find top 10 anchor <br />texts by count<br />
  35. 35. Brand link authority Booking.com<br />Add up Domain Authority of all brand links – 125518<br />Add up Domain Authority of non-brand links - 26757<br />
  36. 36. Link Profile Booking.com<br />
  37. 37. Building links<br />Press release every week<br />Pitch to bloggers, give quotes etc<br />Write guest content for blogs & news sites<br />Pay for links if you can make them look 100% natural<br />Become an authority by being a voice in your sector<br />
  38. 38. Linkbuilding process<br />
  39. 39. Content syndication<br />When looking for brand anchor text this is highly effective<br />MarketWire<br />PRweb<br />PR News Wire<br />Etc<br />Article syndication systems<br />Blog networks that syndicate content<br />
  40. 40. Questions?<br />www.blogstorm.co.uk<br />www.branded3.com<br />twitter.com/patrickaltoft<br />patrick@branded3.com<br />

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