Just because a publisher opts into a particular affiliate program or joins an affiliate network doesn’t automatically mean they will start raking in the commissions. All that web traffic needs to find the affiliate links, and to know that something is being offered that’s worth investigating, even investing in, or else all those pay per click ads won’t be of any use to anyone, least of all their publisher.
When it comes to promotion, publishers tend to fall into two camps (though there is plenty of overlap). There are publishers who favor organic web traffic, that is, traffic driven to their site because someone was searching for some particular content and, through various search engine optimization techniques; the publisher’s website appeared amongst the search results. Then there are those who favor more focused pay per click ad campaigns, bidding for keywords in order to get their pay per click program noticed, thus gaining frequent appearances on search engine results pages as a pay per click sponsored link. The difference between the two comes down to whether the affiliate program determines the site content, or whether site content determines a suitable affiliate program.
Publishers who favor search engine optimization (or SEO) tend to run their websites based on content that actually interests them. They monetize the site through affiliate programs that are appropriate for the site’s content, and may only supplement it with a pay per click campaign or email marketing. Search engine optimization basically means that the publisher designs their site and writes content geared toward making the site appear very high in the rankings of search engine results. The publisher creates search engine optimization content such as articles that use specific keywords, pages back linked to one another, and links from outside sources. The keywords themselves present a useful search engine optimization opportunity. Well chosen keywords will help a website achieve a higher search engine ranking, if they are specific enough to be an accurate indicator of the publisher’s content, and broad enough that potential consumers are likely to search for them. Since search engine optimization requires organic content, the affiliate links usually appear within the body of text on the site, or as an addendum to an article or email marketing campaign.
An affiliate program geared towards a niche consumer market can find search engine optimization a much easier prospect than one with a more general field of interest. It also potentially raises the conversion rate of clicks to sales, which is especially important if the publisher is participating in an affiliate program utilizing pay per sale as opposed to pay per click methods. With a niche market, the search engine optimization keywords are usually more focused, and the consumer has frequently already made up their mind to buy. All the publisher needs to do is provide an affiliate link to the appropriate merchant. The link can be pay per click, but even if it’s pay per sale, then as long as the publisher provides the most direct link to the product or service, then they can collect their commission. Niche keywords are also easier to bid on in a pay per click ad campaign.
Providing links for search engine optimization purposes can be a little more difficult. Creating internal links between different pages of the publisher’s website for search engine optimization purposes is easier, but links from trusted, well trafficked sites are even more useful at promoting the affiliate site. Links aid in the search engine optimization process, since most search engine algorithms like links, and use them along with content to determine where a website should appear in its rankings. A publisher can also buy a site with a good history of links and traffic. Since search engine algorithms take a site’s history into account, this aids with search engine optimization.
Pay per click ad campaigns, as opposed to search engine optimization techniques, rely on advertising that the publisher has purchased, which uses their affiliate links directly, or as a portal to their site, which is usually an extended advertising campaign full of affiliate links to many different products and services. Since, with a pay per click campaign, the publisher purchases space on the search engine results page, they do not have to rely on search engine optimization. Thus, their site content is usually designed to promote whatever affiliate program the publisher participates in.
Even when a publisher favors search engine optimization to pay per click, the two are not mutually exclusive. Any publisher can still use pay per click ad campaigns to direct traffic to their site, especially with a focused pay per click campaign designed to get the attention of consumers who are already eager to buy. As long as the publisher’s site is well designed using search engine optimization techniques, then the consumer not only learns of it through a useful pay per click ad, but has a reason to come back and continue browsing.
As long as a publisher has a website they can use to participate in one or more affiliate programs, a great way to promote it is through email marketing campaigns. Email marketing can use several different method to either drive traffic to the publisher’s site, or to simply include affiliate links within the email itself, thus using email marketing to directly participate in affiliate programs. Once search engine optimization and pay per click ads have brought traffic to an affiliate website, the publisher can get viewers to participate in an email marketing program by signing up for a newsletter or offering other benefits.
For publishers who favor search engine optimization using techniques like blogging, they have the option of syndicating their original content as part of their email marketing campaign. Email marketing is also more cost effective in attracting repeat customers than pay per click ads. The original content may be articles or reviews, either is an effective email marketing tool because they give readers a reason to trust the publisher. That trust also tends to translate to search engine optimization success. Another email marketing tactic is to offer bonuses, such as free courses or deals on affiliate program offerings.
Site promotion is an art. Search engine optimization and pay per click ads are tools publishers can use in their promotion, and email marketing is a great way to remind one time visitors and spread awareness. Search engine optimization, pay per click ads, and email marketing all contribute to an affiliate’s bottom line, and combining these three techniques are a great way to monetize those affiliate programs.
Tags: Affiliate, Affiliate Marketing, Affiliate Network, SEO