Chris Dimmock, Founder & CEOSEO Issues

Affili@Syd 2010

AffiliateAn 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:

SEO for Affiliate Marketing

Misspeelings are all but dead – “did you mean” Spelling Corrections now also in Google Suggest

Some advanced keyword research tools, and keyword research ideas

Some other useful tools for analysing target domains & competitors from an SEO perspective

Quick overview of all the usual suspects….

For initial keyword research, free tools….

- 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)

https://adwords.google.com/select/KeywordToolExternal

- Adwords Traffic estimator https://adwords.google.com/select/TrafficEstimatorSandbox

- MS Ad Intelligence for Office 2007 (Need an account, Bing/ MSN data replaces beta excel addin, covers US, France, Canada & UK)

http://advertising.microsoft.com/learningcenter/downloads/microsoft-advertising-intelligence

- Wordtracker free versionhttp://freekeywords.wordtracker.com/

Research singular and plurals Try adding “free shipping” Research word order, as this can be critical [Sydney

hotels] v [hotels Sydney] Most industry jargon falls into the long tail Searcher intent and your goals – make sure your

keywords become the conduit Testing and analytics are key. Don’t be afraid to use SEM

to test your SEO keyword conversion rates. Define your goals – conversions, traffic, newsletter

signups etc. Does the target page provide access to the goal outcome??

My advice is to….

Less people use them, more opportunity to find pearls

1. Keyword Discovery – range of databaseshttp://www.keyworddiscovery.com/

2. Wordtrackerhttp://www.wordtracker.com/

3. SEMrush (US, UK, Russian, Spanish German and French versions, using Google data, good interface)

http://www.semrush.com/

Paid/ subscription based keyword tools:

http://www.google.com/trends/hottrends

http://hot.aol.com/

http://www.google.com/intl/en/press/zeitgeist/index.html

http://trendistic.com/ Twitter trends

http://www.google.com/insights/search/

http://buzzlog.buzz.yahoo.com/overall/

Hot keywords - trending topics, hot searches, predictions, time based

Most keyword research is based on the ‘recent past’ history of search behaviour. Most tools go back “months”.

Sometimes – there is no “recent” history.

Take an educated guess – and cover your bases….

Here’s an example…..

Count Search Term 17378  world cup odds

Searches done in J une 2006

Count Search Term 6374  world cup betting

Searches done in J une 2006

Internationalisation:

Many years ago, I did a project for an Australian company, who manufactured automotive polyurethane suspension bushes.

They wanted to expand into the USA & UK markets

Sounds pretty simple…..

But different markets often have different words to describe the same things….

Through keyword research, competitor research, and discussion, we found out that:

Americans call them bushings; not bushes (unlike AU & UK)UK are less likely abbreviate polyurethane – whereas Australians abbreviate to “urethane”; and Americans often abbreviate to either “poly” or “urethane”

A new strategy emerged…In Australia they were [polyurethane bushes] and [urethane bushes]; In the UK, they were selling [polyurethane bushes]In the USA market – they now also sold [urethane bushings] and [poly bushings]

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

Often the actual numbers are Bulls4!#, its relative proportions that guide...

What’s this car called?

In Australia, and the UK, it’s called a Mazda MX5

In Japan – it’s called a Mazda Roadster….

And in North America - it’s called a Mazda Miata….

So in Australia & UK, they sold: Mazda MX5 polyurethane/ urethane bushes

In the USA, they sold: Mazda Miata urethane bushings / poly bushings

They effectively expanded their virtual inventory, without having to develop a new product….

Same product – different label, and a different web page…….

1. Start with DMOZ, and Yahoo! Directory, and what you know

2. Then use some keyword density & prominence analysers:

1. http://www.ranks.nl/tools/spider.html

Tool for checking a competitors page to see what keyword phrases they are targeting

2. Then use e.g. Term Target to get a ranking of how well the page is optimised for the specific phrase

http://www.seomoz.org/term-target

Let’s look at tools for analysing your competitors/ buying domains….

http://www.spyfu.com/

http://www.google.com/sktool/

http://www.wordstream.com/keywords/

http://www.webmaster-toolkit.com/keyword-research-tool.shtml

http://www.keywordspy.com.au/

Other tools for analysing your site, or analysing competitors

Good for reviewing competitor sites....

“related keywords” ideas:

http://adlab.msn.com/Keyword-Group-Detection/

http://labs.google.com/sets

Back end checkerDetects over 120 different website platforms (name & version)

https://addons.mozilla.org/en-US/firefox/addon/10493/

SenSEOOn 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:

Use PPC to test keyword conversion before you SEO Use tools to find keywords – analyse competitors Don’t believe the “numeric” answers given in most tools

– the numbers are relative Try adding “free shipping” Be aware of different words in different countries Don’t be afraid to test, and follow your instincts if you

can’t If you aren’t tracking performance, you are wasting your

time

Cogentis – name comes from Cogent internet search Founded in 2003 as a specialist corporate search agency Trusted corporate specialist search agency – SEO & SEM Long term track record of success, delivering great results in

competitive markets, for a range of corporate clients. Two of the world’s first 100 “Google Qualified Advertising

Professionals” – fully qualified in Feb 2005. Corporate focus; reputation; technical expertise; proven

documented systems, & track record in competitive markets Ph 02 9869 4773