You’ve got your site, done your research, got feeds coming in but you still aren’t making enough to retire to the south of France. In fact, you don’t seem to be pulling the traffic and... nope, you just aren’t ranking. But your site is HUGE and should be ranking – why isn’t it? This session will look beyond SEO 101 to the specific issues affiliates face with large sites, product feeds, architecture and optimization. By examining beyond the basics, this session will build on existing knowledge about SEO to help those with larger, more complex sites requiring more bespoke solutions to rank well and beat the ‘affiliate penalty’. With topics covered ranging from uniqueness, madlib, linking, and monitoring to site architecture, vertical selection, roadblocks and more, this session is going to be crammed full of interesting tips, tricks and insight.

1. Advanced Site Architecture And Product Feed SEO You did what with whose thing?

5. What currently works... Pay per click search ads Email from house lists Pop-ups, pop-unders Banner ads Contextual text ads Rich media ads Contextual targeting Affiliate marketing Behavioural targeting Search engine optimisation Emails to rented lists source: Marketing Sherpa & AdTech, January 2009 n.1,260 Poor ROI Good ROI

10. SEO & PPC ROI – PDQ!  source: Marketing Sherpa June 2008 n1,928 Good ROI Highly variable Very good ROI Organic Search (SEO) Paid Search (PPC) Difficult to gauge Poor ROI

11. Organic search dominates clicks source: Compete US Search Data June 2008 Which is why concentrating on Organic SEO produces the best ROI All categories: Percentage split of all clicks from Google % 5.7% 94.3%

12. Did I read that right?!? % 5.7% 94.3%

15. Uniqueness

18. Search behaviour is dynamic source: Internet sample 10 million people Hitwise March 2009 3.43% 2.49% 4.65% 8.68% 14.89% 21.92% 23.65% 20.29% Number of words used 22% 12% 8% 6% 2% 0% -5% -3% YOY percentage change

19. Identify Traffic Possibilities

35. URLs – the Good, the Bad & the UGLY http://www.yummytastychocolate.com/sessionID/SLK/imgsrc/NMA10666/cat_id/SOMETHINGSTICKY/pid/HUFESBJ6U62HE3D3QOUDB99EUICR0ITSNOT42/product-Chocolate-Cream--Coffee-Liquor-YUM05.htm

37. 404 Pages Bad: HTTP/1.0 200 Ok (soft 404) Good: HTTP/1.0 404 Not Found Google sez: “...soft 404s are confusing for users, and furthermore search engines may spend much of their time crawling and indexing non-existent, often duplicative URLs on your site. This can negatively impact your site's crawl coverage—because of the time Googlebot spends on non-existent pages, your unique URLs may not be discovered as quickly or visited as frequently.”

43. SEO + Level of Competition Success is based on links as votes. High quality links come from being buzz-worthy. Buzz SEO is not easy, nor are there shortcuts.

48. Understand Visitors Better

53. Thank You! [email_address] www.seshet.co.uk www.SEO-Chicks.com www.twitter.com/JudithLewis Feedback is important: www.a4uexpo.com/feedback