Old School SEO… The Sacrificial Website

At SEO Liverpool we try to look over old techniques for driving traffic to particular digital assets. Last week we started talking about the sacrificial site.

You’ve all seen full page adverts in magazines, at certain points it can be beneficial to move this offline advertising strategy to online.  Internet marketing and leveraging websites can help replicate this strategy for your business. A lifestyle magazine will generate ad revenue for a client in an almost totally unrelated field, just through sheer value of people using that site.

So if you’re looking to generate sales, either via affiliate links or to a product, then create two sites. One for the product and one for ads.

Important Point – The first point is ad sites are penalised depending on the amount and position of the adverts. We’ve found this particularly with Ad Sense.

Important Point  – The second point, it will be beneficial to host your domains on unique IPs, which can result in a big advantage for you in terms of search engine rankings and to help stop getting penalised.

How The Sacrificial Site Works

Let me explain… A good example would be a website in a competitive category, such as Travel . Advertise your digital camera site on it. The two are related as complimentary sites but one generates income for the other. You own both, and one site will advertise on the other.

E.g.

Jokes and funny t-shirts. The joke site itself, has very few jokes on it. It acts more like a directory leading to other joke sites. There are a total of 10 internal pages with different categories of jokes. On each category page, You would list 5-10 joke websites, with a quick two sentence review, taken from the headline of each destination site.

So what’s the purpose of my jokes site? It’s to sell or generate traffic referrals to t-shirt sites. To the visitor, it looks like a directory of the top 50 joke sites, with ads strategically placed on it. It’s really just a way to leverage the entire jokes site to advertise another product. If you find a popular category, you will make sales due to the amount of traffic you can generate. You’ll also generate a varied link profile as you leverage one web property to advertise another.

Evaluation

It can be a lot of work. It will cost you to set up. It will be a disater if not implemented correctly.  But… I do think in some situations it’s a valid strategy, and it is proven to generate income for certain businesses. Affiliate links will probably get the most value but those sites with affilate links to Amazon can generate serious revenues.

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The Art Of Internet Marketing

Last week, I had a rather nice discussion with a top SEO in Liverpool. It was regarding the tricky subject of SEO outsourcing. Like others, we receive lots of unsolicited emails from companies who wish to partner with us. It’s very tough, as our reputation is the key component of our business strategy. To make sure we find the right candidate, we try to have a discussion around current marketing issues and this brought up some interesting points…

The way advertising used to work, is by interrupting you, by intruding on your TV or radio show, or with full page ads in print. Then the smart companies – all of whom produce very average products like soap and toothpaste – would take everything they earned and reinvest it back into more ads. Eventually, having heard or seen the message enough times, you might try the blue box instead of the yellow box, next time you’re in need for what’s in the box.

These days… the best advertising comes from your friends. From social networks. From the conversations of people with like minds and tastes.

What you need to do is to create something remarkable. Special enough that it evokes emotion and compels people to leave comments on your blog and discuss the idea. To be successful in today’s market, you need a product worth talking about.

Then you need to create a story. It’s the story that people will relate to, claim as their own, and repeat to anyone who would listen. If you tell a better story, you can ask a lot higher price for your product. Then having a remarkable product, and an exceptional story, people will find you, and buy your product for the story. They’ll want to tell their friends, family, coworkers and anyone else who will listen.

Suddenly everyone is running around telling your story. They start doing the interrupting, that the advertising used to do. That’s what it means to be remarkable. In the near future… who knows? Maybe you’ll create something remarkable, package it in a marvellous story, and have everyone talking… doing the interrupting, that advertising used to do.

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