GPWA Times Magaine - Issue 23 - February 2013

you can develop this fantastic converting machine, though, you need to understand the current state of your site and conversion process. The most effective way to know where you stand is with a thorough SEO audit. Yes, I’m aware that the word “audit” is about as enticing as the word “colonoscopy,” but this type of analysis is an invaluable tool for anyone looking to improve their conversions. (And guys, please get a colonoscopy whenever your doctor tells you it’s time to have it done.) A comprehensive, strate- gic website audit evalu- ates Web design, layout and content to provide detailed insight into your site’s current performance and SEO strategy. Simply put, it will pinpoint areas of strength and potential for improvement. The most effective SEO audits incorporate both on-site and off-site analyses, including: • Domain analysis (Is your domain name helping or hurting you?) • Website structure (Is your website laid out in a way that makes sense?) • Page-by-page analysis (What pages are working and why?) • Keyword analysis (Are you utilizing the most effective set of keywords?) • Competitor analysis (What are your com- petitors doing? Can something be learned from their mistakes and strengths?) • Link analysis (Are you employing effec- tive link-building strategies?) Once you get this kind of overarching view of your site(s), you can then develop a number of on- and off-site recommendations to fix problems. A website audit, in other words, is like a flashlight in a power failure. You might still have some problems to take care of, but you can at least see where you’re going. Choose your friends wisely They say you can’t pick your family. Fortunately, the same can’t be said about your friends and business partners. Remember, while operator partnerships play a fundamental role in affiliate marketing and website monetization, it’s important to evaluate a prospective partner’s reputability. How do you tell if a third-party site is credible? Do some reading and research, and look out for bad online reputations, high e-mail unsubscribe rates and any possible spam warnings associated with the site. It’s tedious and time-consuming, but knowing whom you’re working with is essential. Equally important is choosing partners based on CRM initiatives; poor or non- converting operators will impact your earning potential. Take CRM and reten- tion schemes into consideration when ne- gotiating placement and exposure, as this will ensure strategically targeted traffic. Avoid traffic misalignment Misalignment is a nice way of saying “crap.” Having traffic is great, but if it’s not high quality, it’s not doing you any good. To improve the quality of your traffic, try narrowing down your keywords to focus on specific niches or match terms.Keywordsareattheheartofyour website’s performance, and if you’re not focusing on the right keywords, you’re going to have a hard time. Take the time to properly research keywords, compiling a short list of words and terms that are relevant and aligned to the brand or product you’re promoting. Ideally, you would try to strike a balance, finding high search volume keywords that still give you a chance to compete. Once you’ve found these keywords, you can then leverage techniques like geotargeting and segmentation. This will allow you to target specific audiences instead of just trying to cast a wide net. Think of it like sharpshooting. Would you rather use a sniper’s rifle? Or a bazooka? The more accurate you can be, the more likely you’ll get a direct hit. Similarly, if you’re taking advantage of e-mail marketing campaigns, you have to make sure your database aligns with your brand offering. You don’t, for example, want to promote a poker brand to an education-targeted database. The same is true when it comes to marketing materials. Know your audience! It’s all about the user Some of the most common breaking points in the conversion process involve elements that are easily manageable, including: content, creatives, landing pages and site usability. Essentially, your site has to avoid anything that can con- fuse or frustrate a user and increase the potential for player drop-off. Relevance, usability, and consistency are the name of the online marketing game now, es- pecially after the most recent changes to Google’s algorithms. Overcoming breaking points to drive affiliate conversion “Keywords are at the heart of your website’s performance, and if you’re not focusing on the right keywords, you’re going to have a hard time. 10