Ways to earn money online when you've got a website with a good SEO. Given at the University of Tallinn in January 2010.

1. WAYS TO
MONETIZE YOUR SEO
January 2010 Raf Bruynseels – Laurent Van Dessel

2. Introduction
SEO the last step in web development?
Convert SEO efforts into maximization of income
Contextual Advertising
Affiliate Marketing
Read our extended paper at
http://www.rafbruynseels.be/docs/monetize_your_seo.pdf

3. Contextual Advertising
What?
Most commonly SEO monetization method
Easy to setup for web publishers
Web publisher: pastes snippet of Javascript in page
code scans content of page (based on title, url,
text content, keywords, …)
Result: website visitor is presented highly relevant
advertisements

4. Contextual Advertising
What?
Different type of payouts:
Pay-per-click (CPC)
Pay-per-mille (impressions, CPM)
Cost-per-click value of one click on a specific ad
Cost-per-mille value of thousan impressions of a
specific ad

5. Contextual Advertising
Popular advertisement networks
Ad network: middle man between the web publisher
and the advertiser provide their proper
technology
Google Adsense (will enjoy our focus)
Chitika
Kontera
Adbrite

6. Contextual Advertising
Popular advertisement networks > Chitika
CHITIKA
Getting more popular every day
Doesn’t scan page content to display relevant ads
Displays ads only for search engine users only ad content
relates search term
Result: visitor sees only advertisements he/she’s interested in
CTR increases

7. Contextual Advertising
Popular advertisement networks > Kontera
KONTERA
in-text advertisements
CPC lower, but very suitable for high traffic websites
Perfectly embedded in content non-obtrusive

8. Contextual Advertising
Popular advertisement networks > Kontera

9. Contextual Advertising
Popular advertisement networks > Adbrite
ADBRITE
Fairly similar to Google Adsense (see later)
Difference:
admission policy less strict
Also in-line text advertisements

10. Contextual Advertising
Popular advertisement networks > Google Adsense
Google Adsense
Most popular contextual advertising network
Very easy to sign up and create advertisements
Largest pool of advertisers (signed up via Google Adwords)
Strict admission policy (forbidden topics)

11. Contextual Advertising
Popular advertisement networks > Google Adsense
Creating individual ads to display:
Array of possibilities
Type (link unit or ad unit)
Format (size)
Color
Channel (to track individual performance)
Google creates JS snippet

12. Contextual Advertising
Popular advertisement networks > Google Adsense

13. Contextual Advertising
Popular advertisement networks > Google Adsense
Important to keep in mind
Don’t click your own ads (accidents may happen)
Don’t ask your friends to click your ads
Don’t disclose your earning details in public
Violation may result to a Adsense ban

14. Contextual Advertising
Tweaking your ads
Important: keep experimenting
Positioning:
Above the fold
Near navigation / rich content
Adsense heatmap

15. Contextual Advertising
Tweaking your ads
Design
Large rectangle best performer
Color
Text color very important
Blend within content
Blue/Darkblue textlinks related with hyperlinks
Text ads > image ads
Banner blindness: banners get ignored subconsciously

16. Contextual Advertising
Tweaking your ads > Colors

17. What is Affiliate marketing?
A method of promoting web businesses
Affiliates are rewarded
Partnership with an online merchant
A win-win-win situation
Examples:

18. Types of affiliate programs
Pay-Per-Sale
Pay-Per-Lead
Pay-Per-Click

19. Tracking the visitors
URL with unique ID
Cookies

20. Promote the advertiser’s products (1)
Text-links Poker Eco Edition Playing Cards
New $3.70
Poker Guardians Playing Cards
Easy New $5.00
Deeplinks
Banners
Most used
Flash banners

21. Promote the advertiser’s products (2)
HTML-advertorials
Activity
HTML code
Product feeds
Webshop products
Integration
Feed file

22. Product feeds: Integration
Processing tool
Easy
Limited functionality
Own script
More complex
More flexibility

23. Hands on: Creating a script
Product feed
Which information to use?
Database (MySQL)
Insert the products in a table
Website
Show the products

24. Questions?

25. Credits
Raf Bruynseels
Website: http://www.rafbruynseels.be
Twitter: http://twitter.com/RafBruynseels
LinkedIn: http://be.linkedin.com/in/rafbruynseels
Laurent Van Dessel
Website: http://www.laurentvandessel.be
Twitter: http://twitter.com/laurent_vd
LinkedIn: http://be.linkedin.com/in/laurentvandessel