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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 …

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