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Content Marketing for Affiliates  be a brand in your niche
Content Marketing for Affiliates be a brand in your niche
Agenda
Agenda
Maik Metzen has Online Marketing experience for over 9 years
Maik Metzen has Online Marketing experience for over 9 years
AKM3 employs 130 people  an international team with extensive Online
AKM3 employs 130 people an international team with extensive Online
AKM3 team members regularly speak on conferences and events; the
AKM3 team members regularly speak on conferences and events; the
International scalability is one of the unique features of AKM3 GmbH
International scalability is one of the unique features of AKM3 GmbH
AKM3 expertise in the Russian market
AKM3 expertise in the Russian market
Agenda
Agenda
Quality initiative of Google  many major updates affected affiliates
Quality initiative of Google many major updates affected affiliates
Google Panda Update  No more chance for low content quality sites
Google Panda Update No more chance for low content quality sites
Dooyoo was one of the biggest price comparison sites in Germany and
Dooyoo was one of the biggest price comparison sites in Germany and
Google Penguin Update  No more chance for Webspam
Google Penguin Update No more chance for Webspam
2.0
2.0
In Russia sites still have chances to rank with bad links in
In Russia sites still have chances to rank with bad links in
Only hard anchor text links
Only hard anchor text links
Links sources are not trustful and spammy
Links sources are not trustful and spammy
Agenda
Agenda
The Content Marketing Hype
The Content Marketing Hype
Content Marketing vs
Content Marketing vs
Panda updates affected content strategies
Panda updates affected content strategies
Penguin Updates affected linkmarketing strategies
Penguin Updates affected linkmarketing strategies
Content Marketing: SEO, PR, Marketing
Content Marketing: SEO, PR, Marketing
Trend1A: Purchasing process has to start earlier
Trend1A: Purchasing process has to start earlier
Trend1B: Think about your content strategies
Trend1B: Think about your content strategies
Trend 1C: Think about informational keywords
Trend 1C: Think about informational keywords
Examples for informational keywords with high traffic
Examples for informational keywords with high traffic
Money keyword iPhone 6: A lot of ads
Money keyword iPhone 6: A lot of ads
Informational keyword iPhone 6 vs Samsung Galaxy s5: No ads
Informational keyword iPhone 6 vs Samsung Galaxy s5: No ads
Trend 2: Affiliates have to be brands and focus on niches
Trend 2: Affiliates have to be brands and focus on niches
How you can identify a real brand
How you can identify a real brand
mydealz
mydealz
mydealz
mydealz
mydealz
mydealz
urlaubspiraten
urlaubspiraten
urlaubspiraten
urlaubspiraten
urlaubspiraten
urlaubspiraten
Trend3: You can still dominate high volume keywords with Blackhat
Trend3: You can still dominate high volume keywords with Blackhat
Low quality sites can rank for high search volume keywords
Low quality sites can rank for high search volume keywords
With SEO spam you can earn a lot of money
With SEO spam you can earn a lot of money
Thanks for your attention
Thanks for your attention

: Content Marketing for Affiliates be a brand in your niche. : Matth?us Michalik. : Content Marketing for Affiliates be a brand in your niche.ppt. zip-: 3551 .

Content Marketing for Affiliates be a brand in your niche

Content Marketing for Affiliates be a brand in your niche.ppt
1 Content Marketing for Affiliates  be a brand in your niche

Content Marketing for Affiliates be a brand in your niche

The Third Russian Affiliate Congress and Expo, Moscow October 3-4th, 2014 Maik Metzen

2 Agenda

Agenda

Introducing AKM3 GmbH Cause of the change Why Affiliates have to think about other strategies Trends and Content Marketing strategies for Affiliates

2

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

3 Maik Metzen has Online Marketing experience for over 9 years

Maik Metzen has Online Marketing experience for over 9 years

Managing Partner of AKM3 GmbH Strategic SEO/SEA consulting Responsible for international link marketing, controlling and finance Online Marketing since 2005 Stages beforeAKM3: Hitmeister (Head of SEO, SEA, Controlling) Spreadshirt (Boston, MA) Hitflip Author of professional articles and international speaker Co-Founder Noblego

3

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

4 AKM3 employs 130 people  an international team with extensive Online

AKM3 employs 130 people an international team with extensive Online

Marketing know-how

Founded: 2009 Clients: ranging from start-ups to major enterprises Approach: international character, transparency Since September 2014 part of Publicis/Performics

4

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

5 AKM3 team members regularly speak on conferences and events; the

AKM3 team members regularly speak on conferences and events; the

company develops open-source software

National Conferences

Intl Conferences

Software

5

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

6 International scalability is one of the unique features of AKM3 GmbH

International scalability is one of the unique features of AKM3 GmbH

Core Markets

Further Markets

13 Languages

Europe

German French Dutch Spanish Italian English Polish Danish Finnish Swedish Czech Russian Croatian

North/Middle/South America

Rest of the world

6

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

7 AKM3 expertise in the Russian market

AKM3 expertise in the Russian market

Consulting

?

?

Content

?

?

Linkmarketing

?

? (non-commercial)

7

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

8 Agenda

Agenda

Introducing AKM3 GmbH Cause of the change Why Affiliates have to think about other strategies Trends and Content Marketing strategies for Affiliates

8

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

9 Quality initiative of Google  many major updates affected affiliates

Quality initiative of Google many major updates affected affiliates

(especially US, DE, UK, FR)

9

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

10 Google Panda Update  No more chance for low content quality sites

Google Panda Update No more chance for low content quality sites

23.02.2011 Low quality sites lost rankings and visibility Sites with duplicate content Sites with spammy content Sites with a low time on site and time on page Sites with lots of ads

10

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

11 Dooyoo was one of the biggest price comparison sites in Germany and

Dooyoo was one of the biggest price comparison sites in Germany and

was affected by panda

11

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

12 Google Penguin Update  No more chance for Webspam

Google Penguin Update No more chance for Webspam

24.04.2012 Again low quality sites lost rankings and visibility because of using techniques against the Google guidelines Especially sites with a bad backlink profile Cloaking

12

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

13 2.0

2.0

Google Penguin 2.0 Update Better algorithm

23.05.2013 More detailed Penguin-Update Google also analysis subpages of a domain There are different filter levels

13

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

14 In Russia sites still have chances to rank with bad links in

In Russia sites still have chances to rank with bad links in

competitive markets for a long time kredit-v-5-bankov.ru

14

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

15 Only hard anchor text links

Only hard anchor text links

15

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

16 Links sources are not trustful and spammy

Links sources are not trustful and spammy

16

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

17 Agenda

Agenda

Introducing AKM3 GmbH Cause of the change Why Affiliates have to think about other strategies Trends and Content Marketing strategies for Affiliates

17

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

18 The Content Marketing Hype

The Content Marketing Hype

18

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

19 Content Marketing vs

Content Marketing vs

Linkbuilding

19

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

20 Panda updates affected content strategies

Panda updates affected content strategies

Panda Update

20

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

21 Penguin Updates affected linkmarketing strategies

Penguin Updates affected linkmarketing strategies

Penguin Update

Penguin Update 2.0

21

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

22 Content Marketing: SEO, PR, Marketing

Content Marketing: SEO, PR, Marketing

Strategic

Onpage

Content

SEO

Content Marketing

Links

Offpage

Social Signals

22

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

23 Trend1A: Purchasing process has to start earlier

Trend1A: Purchasing process has to start earlier

Focus of affiliates

Stages

Awareness

Interest

Desire

Action

Informational searches

Transactional searches

Search types

Navigational searches

Image & Branding

Goals

Traffic & Impressions

Conversions

23

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

24 Trend1B: Think about your content strategies

Trend1B: Think about your content strategies

Content Types

Transactional Content

Branding Content

Social Content

Content for SEO

Content for Content Marketing

24

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

25 Trend 1C: Think about informational keywords

Trend 1C: Think about informational keywords

Compromise: Targeting of transactional or informational keywords e.g. eDarling experiences or iPhone 5 vs Samsung Galaxy 4s

Informational searches

Transactional searches

Search types

Navigational searches

Advantage: Less Adwords for informational keywords

25

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

26 Examples for informational keywords with high traffic

Examples for informational keywords with high traffic

26

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

Source: Google Keyword Tool

27 Money keyword iPhone 6: A lot of ads

Money keyword iPhone 6: A lot of ads

27

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

28 Informational keyword iPhone 6 vs Samsung Galaxy s5: No ads

Informational keyword iPhone 6 vs Samsung Galaxy s5: No ads

28

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

29 Trend 2: Affiliates have to be brands and focus on niches

Trend 2: Affiliates have to be brands and focus on niches

You have to invest more time and money Lower margin Be a specialist in your niche Focus on good content (e.g. tests, comparisons)

Image & Branding

Goals

Traffic & Impressions

Conversions

29

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

30 How you can identify a real brand

How you can identify a real brand

Check the search volume of the brand Check the social media activity and statistics Check link profile and anchor texts Check Google Suggest

30

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

31 mydealz

mydealz

de One of the biggest coupon blogs in Germany

31

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

32 mydealz

mydealz

de A real brand

32

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

Source: Google Keyword Tool, Sistrix

33 mydealz

mydealz

de A lot of Facebook Fans

33

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

Source: Google; berlinvalley.com

34 urlaubspiraten

urlaubspiraten

de High reach with focus on travel

34

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

35 urlaubspiraten

urlaubspiraten

de A new but famous brand

35

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

Source: Google Keyword Tool; Sistrix

36 urlaubspiraten

urlaubspiraten

de 200k fans

36

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

Source: Google; berlinvalley.com

37 Trend3: You can still dominate high volume keywords with Blackhat

Trend3: You can still dominate high volume keywords with Blackhat

(short time period)

Important: Blackhat is not illegal! It is against the google guidelines!

37

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

38 Low quality sites can rank for high search volume keywords

Low quality sites can rank for high search volume keywords

38

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

39 With SEO spam you can earn a lot of money

With SEO spam you can earn a lot of money

Per month and exact this keyword (Probably there are a lot of other rankings for the domain) The CTR will be something around 30% if there are just one or 2 Google ads Conversionrate moderate 10% Average shopping cart 60 Euro - 8% earning ~ 5 Euro Look for: http://www.etaktiker.ch/artikel/blackhat-seo-deluxe-report

110.000 searches

33.000 uniques

3.300 sales

16.500 Euro

39

The Third Russian Affiliate Congress and Expo - Maik Metzen, AKM3 GmbH

40 Thanks for your attention

Thanks for your attention

Conference hint: OMCap Online Marketing conference 07.-09.10.14 in Berlin Content Marketing Symposium 8 workshops

Twitter: @maikmetzen maik.metzen@akm3.de akm3.de

40

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