Despite what you may have read, Google secretly has a love affair with thin affiliates. Like a techie and Gizmodo, Google can’t get enough of affiliate marketers who build sites with no value add. If Google has its own internal Twitter, Eric Schmidt would tweet, “I heart affs who rely on search to power their business model.” Why?

Google loves thin affiliate sites because they:

1) Are lazy.

2) Lack brands that would cause people to be loyal to them.

3) Give Google their AdWords data.

4) [Sometimes] do Google’s testing for Google. [NB: A high converting lander doesn't lift you above the status of thin affiliate.]

5) Repeat what’s in a datafeed verbatim, making it easier to pinpoint key data in the absence of a Google base feed. For those of you in this boat, read Rae on how to handle affiliate datafeeds properly.

All of this enables Google to launch affiliate sites like its mortgage comparison tool, which sells traffic on a cost-per-lead basis. Aaron Wall has also pointed out that Google’s getting into retail affiliate marketing, which will increase as universal results become more widespread.

Google loves thin affiliates because they’re no competition. They’re disposable.

I told you guys over a year ago that Google aims to be the world’s biggest affiliate. Thin affiliates are a lovely source of competitive intelligence.

What’s the takeaway for internet marketers?

Google is progressively taking all the value in search traffic for itself. If this trend continues in the long term, search will gradually become a lower-and-lower ROI marketing channel as competitors bid the traffic/leads etc into the stratosphere.

And that’s not just for affiliates! Google is taking on Amazon too, though that battle should won’t be as easy as picking on thin affiliates. What’s the difference?

Amazon has:

• A huge brand. Even if Amazon blocked Googlebot in its robots.txt, people would still visit Amazon to shop online.

• A first-mover advantage in ebook readers with the Kindle.

• Other marketing channels, including its affiliate program, public relations etc.

While it’s trite by now, Internet marketers – both affiliates and merchants – would do well to imitate Amazon. Developing a brand, a first-mover advantage, and non-search marketing channels are going to be increasingly important for online businesses to minimize their risk.

Sadly, this suggests that we’ll see a swing back from permission marketing to interruption marketing. Not tomorrow or even in 2010, but very slowly over the next few years. Wonder what Seth Godin would think of that?
photo credit: Photomish Dan

(While comments are closed here, you can tweet feedback to me via @GabGoldenberg. You can also check out my blog’s affiliate marketing posts.)

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

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When I started out in internet marketing, I browsed around various lists of high paying keywords as well as some arbitrary lists that veterans just decided to share [without explanations] on their blogs.

The problem with lists that have no explanations is that they require you to assume that
a) You can enter these niches and compete successfully in them, despite being a newbie; and/or
b) The person who compiled the list is infallible.

While I was fortunate enough not to try and start a mesothelioma made-for-adsense site (Omg omg omg! $50 CPC guys! Get on it!), I somehow made the even dumber assumption that the ‘guru’ who compiled my list was infallible. Of course, I didn’t realize I was making that assumption at the time, so I happily went off to make my fly fishing site.

To put that stupidity into context, Wikipedia only ranks 6th for Fly Fishing, despite having 5000+ links to that page, per Yahoo Site Explorer (Y!SE). (No, I don’t think it’s because Wikipedia is suffering from a position 6 penalty … unless this is a renewed push of Google Knol? But I digress…)

One of the most popular questions you always hear from people who are new to affiliate marketing is what niche should I get into? So here’s my contribution to help out newbies get into the game with their eyes wide open.

I’ll share my methodology in researching and picking a niche, and my reasoning.

And because it’ll have explanations, you’ll hopefully be able to think critically about whether my methods are any good, whether they’re any good for you, etc.

(As an aside, I’m writing what I hope will be a little book on advanced SEO, and one of the themes is about how critical thinking is key. That’s largely the inspiration for this post.)

Question: What makes for a desirable niche?

Answer: The level of competition is not beyond your abilities to handle, there’s sufficient potential return on investment (ROI) and you can come up with a point-of-difference.

If the competition is too strong for you, then you’re wasting your time. Why play tennis against Roger Federer when you can play against your kid cousin?

If you can’t make much money, you’re wasting your time.

If you can’t be unique, you’re not necessarily wasting your time but you are vulnerable.

It’s also a nice-to-have to be passionate about the particular topic/niche, especially for newbies. For many newbies – and this was my experience with fly fishing – it’s challenging to stay motivated when you don’t care much about a topic. But it’s not absolutely necessary if you can motivate yourself sufficiently by thinking and constantly reminding yourself of the money the site will make.

Question: Where do I start my search for these lucrative niches in which I can compete and differentiate myself?

Answer: Go to the affiliate networks, and browse around the merchants they have.

Question: What do I look for amongst the merchants?

Answer: You want to start by finding something with a low level of competition.

I like to look for categories that are unlikely to be popular amongst men or amongst tech savvy marketers. The reason is that a majority of affiliates and business owners are men (see eg the Inc 500). By avoiding overpopulated topics like sports or technology, you avoid A LOT of competition.

For similar reasons, categories that appeal to an older crowd are likely less competitive than those appealing to younger people. Anyone who was at Affiliate Summit earlier this month can tell you that gray hair was pretty rare there.

That said, it depends on your confidence in your own skills and determination to succeed. If you know yourself and feel you can rank for ‘new laptop’ – be my guest and consider that niche more seriously.

Question: I’ve found some categories that fit your description. How do I check if they’re really low competition?

Once you’ve found what you think are some low competition categories, visit the merchants’ homepages. Read their title tags. There, you’ll find the most valuable short tail keywords in the niche.

Plug those keywords into Google and evaluate the competition.

Personally, I prefer to compete in niches where a majority of the top 10 rankings sites have fewer than 10,000 inbound links, per Yahoo Site Explorer. Even better if they’ve mostly got under 5,000! As to links to the pages themselves, I like to see link numbers below 500. To facilitate this, I use SEO for Firefox.

You can also try using Majestic SEO, but you’d need to do research on the ratio of links reported by Majestic vs links reported by Yahoo. Majestic reports many more.

Question: OK, so I’ve got a niche I can compete in. How do I see if the ROI is worth it?

Answer: The formula for potential ROI is simple: Traffic x [Potential] Revenue Per Visitor* = Total Revenue. Total Revenue / Costs = Potential ROI. It will be expressed something like X dollars earned for Y dollars spent.

This is valuable for comparing two potential niches. But you also need to consider Total Revenue, because if you can find a niche with a $10/1 potential ROI, but you can only make $100 Total Revenue, you should move on.

The threshold for ‘minimum Total Revenue’ before you consider a niche is completely up to you. I’d love to say ’shoot for $500/month Total Revenue’ or something like that, but the truth is this totally arbitrary.

I laid all that out in my step-by-step guide on how to forecast SEO ROI. Unfortunately, I don’t think it carries over very well to PPC, because a big part of PPC is buying traffic on longtail keywords (especially as an affiliate whose EPC is lower than that of the merchants).

Question: What’s a point of difference and how do I create one?

Answer: Also known as a ‘unique value proposition,’ it’s what sets you apart from all the other affiliates in your niche. It’s the answer to the question: “What prevents me from being classified as a [thin] generic affiliate?”

Some possibilities:

Valuable product-related tools or services.

Mashups with maps, user generated content, etc.

Unique content (but this is becoming commodified, so this route is getting harder and harder to use.)

Other imaginative means. Just ask Rae.

*Revenue Per Visitor is more commonly called Earnings Per Click, or EPC. This is a key metric, because what affiliates have to sell to one merchant or another is their traffic. You want to sell your traffic to whatever merchant will pay the most!

This article was written by Gab Goldenberg. If you liked it, go read the techniques and ideas he shares on his seo blog (seo blog linked to http://seoroi.com/blog/
photo credit: marfis75

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

The Affiliate Marketing Newbie’s Guide To Finding Niches

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Today’s topic is one that gets asked about pretty regularly, should I cloak my affiliate links to search engines, why or why not, and what are some of the best ways to do it.

First of all we need a little clarification, a good working definition of cloaking is, serving one set of content to the search engine spiders, and then serving different content to “human” visitors. There are lots of subtleties to this process such as serving different content based on IP, Geo-location, or logged in user status, while these may be related to cloaking they aren’t cloaking per say, as long as a spider from an specific geo-location gets the same content as human from that location, that’s generally OK . Cloaking however has the implied intent of trying to hide something from or deceive a search engine, and is usually a violation of guidelines.

When most people talk about cloaking affiliate links, what they really mean is masking links, or passing them through a non spiderable redirects or bounce pages.  Normally a link from an affiliate company looks something like this:

http://www.jdoqocy.com/click-1234567-10292291

In this case the domain is owned by Commission Junction, the first number lets them know who to credit the sale/link to, the second tell them where to redirect. Over time search engines, see enough of these types of links and they “figure out” (with a little help from some humans) that these are affiliate links. In some cases Anti-Virus and spyware software will recognize these links as well, and overwrite or block them out.

So why would you want to hide that you are using affiliate links from search engines? Over the years I’ve seen a lot of people try and prove that google has it out for affiliates, and they want to remove affiliate websites from the web. I’ve never seen that conclusively proven, and there are still plenty of affiliate websites that currently rank. That said, Google doesn’t like too much affiliate marketing, and they especially hate thin affiliate websites. So there is something to be said for doing as much as you can to leave as few obvious affiliate markers as possible.

Originally one of the more popular ways to implement affiliate links was through Javascript redirects. However in recent months Google has gotten much better at crawling Javascript, and at this point I’d say that’s an implementation that I’d strongly recommend you stay away from. The second most common method is to pass the links through a redirection script. For maximum effectiveness you want to block the page/directory with the redirection script from the search engines in robots.txt. I’d also recommend using a meta noindex,nofollow as well … let’s just say I like to be extra careful.

Since I’m a big fan of wordpress, a plugin with an ACID management screen is a good thing, I’ve used the Go Codes Plugin for a number of years with no complaints. The reason you want to use a separate script and not the same one you are using for any URL Shortner functions is crawling. You want to spiders to crawl the shortened URL’s and correctly attribute any link juice, you don’t want them to crawl your affiliate links. When you use the go code plugin you link to the “go” directory under your main domain and then any set of characters you put in the shortcut, here’s an example:

http://www.wolf-howl.com/go/thesis

Even if you aren’t concerned about masking things from search engines, there’s a maintenance factor, that makes this technique attractive. Let’s say I run a cell phone website and I have a link to a merchant who gives me a commission for every cell phone I sell. Every time I mention the word cell phone I could link to the merchant’s site like this:

http://merchant.com/cell-phone/?affid=1234

Over the years I could easily have several hundred or thousand of these links on the site. What happens if that merchant goes out of business … or starts shaving sales off the backend, and I want to send my traffic somewhere else. What if a competing merchant comes along and offers me a private label deal with significantly higher commissions. Even if I use a “search and replace” and put a link to the new merchant in, chances are I’ll miss a few, and I’ll be cheating myself out of some commissions. However if instead of linking to directly to the merchant I linked to a redirection page like this I’d be in better shape:

http://www.mydomain.com/go/cellphone

Instead of changing hundreds or thousands of links, I don’t have to change any, I only have to change the redirection target, and everything falls into place.

Some merchants won’t like this technique, especially if they are using their affiliate program as a link building scheme (yeah I went there). Those merchants require you to link directly to them without using a redirection script. Some merchants also require a tracking image/bug. These solutions defeat the purpose of masking affiliate links so if you get a merchant who won’t budge, decide how important the affiliate program is, how big a fish you are in the pond, and decide if you want to play hardball of not.

Of course sometimes this implementation can work against you as it says you are “hiding” your links. If you play in a space that has a distrusting user base, you’ll want to put up a custom solution. You’ll want to pass all your links through a redirect and redirect conditionally based on parameters. So if you wanted to link to Macy’s it would look like this:

http://mydomain/redirect.php?url=www.macys.com

if you wanted to link to macys using an affiliate link it would look like this:

http://mydomain/redirect.php?url=www.macys.com&lid=12345467

Your redirect page would have to have some programing that checked for the “lid” (link id) parameter first and if so redirected using the aff link, only if no “lid” parameter was present it would use the URL parameter. Most users aren’t sophisticated and will assume you are just tracking outlinks when they see “www.macys.com” in the URL string, especially if it’s first (wink).

So is all of this really neccesary, because this can all turn out to be huge PIA to keep up with and increases the amount of time you spend maintaining your website. Like I said, I haven’t seen it proven google tries to remove affilaite sites, but you do come across some odd things now and then in google. IMHO a little extra time spent being extra prepared in case google does decide to change is a good thing. Think of it as a bit of insurance and like carrying an umbrella when it looks cloudy but isn’t raining yet. You may have carried it for nothing, but if it does start to rain, or google changes the algo, you’ll be glad you did.

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Cloaking Affiliate Links, How and Why

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Long time readers here will know that I’m not a big fan of Google’s personalized search. However late last week I watched a TED talk and had a zen moment of clarity, and finally got personalized search. More interestingly I got it within the first 2 minutes of the presentation (shown after the jimp)

The point is we come at it from a search marketers point of view, while it’s not the real goal, but making SEO harder, is a side benefit google is aware of, and as SEO’s it’s not something we’re going to like, at all. So why is Google doing it and what’s their benefit. Things like personalized search and google’s search wiki (which I am also not a fan of), represent Google’s point of differentiation or POD. There have been numerous tests that show with blind testing people don’t feel google’s results are significantly better. If that’s the case why does google have such a large market share compared to the other search engines? Google’s brand has a stronger level of trust in the consumers mind, and one of the things you do to build a brand is cultivate and nurture a POD. Building a POD should be something everyone understands and is doing, even if you are just an affilaite marketer.

What’s the takeaway and actionable items here:

• Start working on building your brand, Google signaled this last year.
• Don’t be afraid to step out of your comfort circle, and read and learn new things, 80% of the blogs I read aren’t SEO related, and I learned more from Blogworld than any other conference last year.
• Google is the bigger force in our equation, you have to change to give google what it wants, not spend hours complaining about how unfair it is your old tricks don’t work anymore.

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

How TED Helped Me Understand Personalized Search

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So you’ve seen the Aizatto’s Related Posts plugin that I use here and other people use as well. Which got me thinking we need one for affiliate offers too. In addition to scanning the text it would be great if it could look at tags and categories. So let’s say you run a fashion blog and you’re blogging about a pair of peep toe Mary janes you came across.

How cool would it be if at the end of the post a plugin read your tag and threw in links to several different affiliate program links based on the tags, category, and content. Imagine you are writing a post about traveling to Chicago and at the end of the post it drops in affiliate links to Expedia, Travelocity for Chicago.

Yes my conversion minded friends will tell me you should be doing this now directly in the post, and I agree for single products and offerings. The problem is links and offers change and expire and maintenance is a PIA. So if perhaps there was something a little fuzzier that made it less painful it would be easier. If it had some formatting and date activated options that would be nice too.

Please don’t suggest triggit, the interface/implementation is awful, clunky, and it locks you into the CJ/Triggit system, I want something program agnostic.

Yes you could use things which directly link words in the post, but like it or not disclosure in the aff/word of mouth world is looming on the horizon and isolating it in a discloseable way is smart planning for tomorrow.

So if you’d like to develop this project open source and want me to give you an ever so gentle nudge in the right direction, and pimp you out if you release it, get in touch.

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This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Needed Related Affiliate Offers Plugin

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When your affiliate TOS looks like this it’s probably time to realize you have gone over the edge and are now in an adversarial relationship with your affiliates

Partner may not use the Example.com or Example names or trademarks, or any variation thereof, including, without limitation, names that are misspellings of the Example name, in metatags, in hidden text or source code, in e-mails or newsletters, in searchable keywords, in Partner’s ad copy, or in Partner’s domain or sub-domain or any other part of Partner’s URL

Partner may not engineer the Partner Site in a manner that pulls Internet traffic away from the Example.com Site

This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

When to Pull the Plug on Affiliate Marketing

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Checking your stats and seeing stuff like this is funny.

Building my empire five cents at a time

This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Apple iTunes Commissions

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Sorry I’m totally not liking the new Azoogle 2.0 interface. Eye candy for the sake of eye candy. Much slower IMHO. Links aren’t underlined by default, so I have to guess where to put my mouse and hope it’s a link. I get some bizarre firefox warning error message when I try to copy the link. Putting a value in the subID field doesn’t copy down to the actual link area, so I have no idea what a properly formed link is supposed to look like. All offers really isn’t ALL OFFERS I have to page through 5 pages instead of being able to start typing which automatically actives the firefox on page search box (a really cool feature in firefox under tools> options > advanced > general > begin finding when you begin typing).

OH YEAH AND THANKS FOR MAKING ME HAVE TO CHANGE ALL THE URL’S IN 3 MONTHS !!!

I can deal with google js because it’s mostly texty, but this reminds me of the MSN interface which I loathe.

This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Azoogle 2.0 Interface

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If you’ve ever tried to convince your boss, or partners, or anyone in your organiztion that adding a blog to your website is valuable, and failed, here’s something you should watch. It’s filled with some great content and lots of ammunition to help you make your case. The video is an hour long. Dave Taylor at Affiliate Summit.

This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Dave Taylor at Affiliate Summit

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In SEO for Product Reviews, Part I we talked about how ignoring or not addressing “keyword review” or “keyword reviews” leaves your company or product in a vulnerable position. However since I’m trying to be more positive in this post I’d like to talk about some SEO strategies for reviews.

Affiliates
If your company or product has affiliates hopefully they have figured out they should be using reviews, if they haven’t perhaps you should suggest it in an ever so subtle (or not so subtle) way. Let’s be honest affiliates will say good things about almost anything if they make a buck from it. There is some danger here though, drop your affiliates, change your policy, or piss them off they will point the links at your competitors and stop saying nice things about your product, so be careful.

Bloggers and Websites
If you want to get reviews of your product or service out there give some away FOR FREE. If blogger was to buy your product and it wasn’t up to snuff they would tell everyone about it. If you were to give it to them for free and it wasn’t up to snuff, chances are they will be a little less harsh, it’s just human nature. Not everyone so concerned about their online reputation that they have an Advertising Policy.

Shadow Domains
Creating shadow domains just to post reviews for your product or service, while slightly lame and unethical, is still a somewhat effective tactic. To be believable the site will have to look like it exists independent of your review. Don’t use a pattern or footprint, mix it up some websites, some blogs, some free blogs, vary the age, anchor text, surrounding text, link network, neighborhood, etc. In short try to look as natural and blend in as much as possible, ya stinkin’ spammer.

On Site Reviews
Hopefully you are going to be the most authoritative website about your product, but if the site is new, you have some high power affiliates, or blogs talking about your product they may out rank you. So put some reviews on your websites, make sure the page is linked to from all of your pages, and is spider friendly. For affiliates, create one page about the product and another for the review, interlink the two in an user-centric way (in the main body not the side rail for those in the back of the class).

Forums
If you have some friends, acquaintances, or colleagues that own or frequent related forums, ask them to post about it. Creating shill or sock puppet accounts is frowned upon, and unless you are really good you will probably get busted.

User Generated Reviews
getting user generated reviews on your website is probably one of the best things you can do (case and point Amazon.com). First off the language is going to be more unique and varied in grammar, vocabulary, and tone. Lets be honest if there are 10 reviews and all of them are positive it looks … funny. If 7 or 8 out of 10 are good, it looks more believable. Make it easy for user to submit reviews, and incentivize the behavior. Try giving away monthly prizes for everyone who submits a review. Just be sure to screen the reviews before posting them.

While not definitive list of every way to integrate reviews, hopefully this has given you some ideas to think about, how to use reviews to your advantage.

This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis Wordpress Theme review.

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