Date post: | 13-May-2015 |
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How to do SEO like aSuper AffiliatePatrick AltoftDirector of Search
My definition of a super affiliate
• An affiliate business that has made the transition into being one of the following:o A well known brando A business driving substantial revenue &
profitso A business with perhaps 20+ employeeso A business with real offices
EXAMPLES
Finance
Travel
Voucher Sites
CHARACTERISTICS
Become a great business• Google wants to rank the best sites at the top• What can you be the best in the world at?
Superaffiliates are great at 2 things
Digital
Marketing
Sector
Expertise
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.
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
SEO is not your marketing strategySuperaffiliates do everything
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.
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
TEAMS
Structure
Marketing Departme
nt
Designers
Content Writers
SEO
PPC
Conversion Rate
Optimisation
Analytics
Developers
Ideal SEO Team Structure
Head of Search
Strategist
Linkbuilders
Strategist
Linkbuilders
Content Manger
Content writers
Agency
Agency team
Talent
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• Events• Google Alerts• Twitter/Facebook
COMPETITOR ANALYSIS
Searchmetrics
Searchmetrics
spyfu.com/uk/
Google Trends
Open Site Explorer
Open Site Explorer
Majestic SEO
LINK ANALYSIS
Competitor analysis• Identify 20 target keywords
• Record domains ranking in top 20 search results for each keyword
• Remove duplicate sites
Competitor analysis• Export all links to Excel
Competitor analysis• Repeat for all competitors to create one giant Excel document• Remove duplicate linking domains• Sort by Domain Authority or Page Authority
Competitor analysis• Use filters to find valuable links
o URL contains .ac.uk , .edu , .gov , .nhso Anchor text contains target keyword
Anchor text visualisation• Wordle.net
Booking.com
Booking.com• Pivot table• Find top 10 anchor texts by count
Brand link authority Booking.com• Add up Domain Authority of all brand links –
125518
• Add up Domain Authority of non-brand links - 26757
Link Profile Booking.com
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
Linkbuilding process
Competitor
Analysis
Search Google
Shortlist sites
QA process
Story ideas
Pitch stories
Content productio
n
Place links
QA process
Promote links
Track links
Content syndicationWhen looking for brand anchor text this is highly
effective
• MarketWire• PRweb• PR News Wire• Etc
• Article syndication systems• Blog networks that syndicate content