20100608 final-affiliate-cogentis-dimmock


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20100608 final-affiliate-cogentis-dimmock

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