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SEO For the NEW Google / Yahoo! / MSN

Affiliate Summit co-founder Shawn Collins has kindly put up the presentations from the recent (and inaugural) Affiliate Summit London.

wil reynolds

Seer Interactive’s Wil Reynolds

One of the presenters, Seer Interactive’s Wil Reynolds didn’t fail to shine as always with his “SEO For the New Google / Yahoo! / MSN” presentation (somewhat wordy, but chock full of content as usual).

No word yet on whether Shawn will have the videos up, but you can download Wil’s presentation PDF.

Here’s what you might have missed:

wil reynolds

An evolution of search engine ranking strategies from past to present. From the early days of meta tag keyword stuffing to the evolution to linkbaiting / sticky content now.

Wil’s advice?

wil reynolds
Drop the tech-focused hard approaches to SEO and adopt a human-relevant relevancy approach, and the focus on business revenue (and ultimately, profit) should stand you in good stead too.

wil reynolds

The relevancy theme should be no surprise, with a theme-based approach making for a tight silo approach to site construction (building on the hierarchical vs spoke site architecture Wil spoke about during Affiliate Summit East earlier in the year)

Assets too will play a vital part in your site ranking strategy. Think relevance and providing value to visitors and readers:

wil reynolds

If you need a primer on assets, check out my earlier post “Building Your Internet Marketing Asset Base

wil reynolds

Besides building your assets, you need to know how to effectively utlize them as well, this is where your skill as a marketer and a social networker (the human interaction side of Web2.0) comes in.

What I found particularly was this heatmap Wil included:

wil reynolds

You might not be able to see this, but assuming the heatmap is labelled from hot (the most popular) to the coolest, in order of popularity, the hottest are:

  • Video result (with thumbnail): Result #2
  • Organic search result #1
  • Organic search result #3
  • Paid Search ad block (positioned above the organic results)

This is a quantifiable study that demonstrates SEO gives a higher return compared to PPC (at least for the terms you dominate the SERPs with).

You can install a similar heatmap using Neil Patel and Cameron Olthuis’ CrazyEgg service.

For more Affiliate Summit London presentations, you can check out the Affiliate Summit newsletter.

Now keep your fingers crossed that Shawn will upload the videos…


For more insights, visit Seer Interactive and check out the Seer Interactive blog.

10 comments on SEO For the NEW Google / Yahoo! / MSN

  1. Shawn Collins
    October 3, 2007 at 9:34 pm (4744 days ago)

    Hi Andrew -

    Bad news for you – we didn’t shoot video for this one.

  2. Andrew Wee
    October 3, 2007 at 10:09 pm (4744 days ago)


    Well, we’re thankful that ASE and ASW are preserved for posterity.

    PS: Why is Missy showing up as your avatar?

  3. Wil Reynolds
    October 3, 2007 at 10:53 pm (4744 days ago)

    Yeah, what;s up with the avatar?!

    Depending on the feedback I get (this was the first time I did this angle on an SEO presentation). I may try it again and refine it more for ASW (assuming I’ll be out there again).

    Thanks for the coverage!

  4. Andrew Wee
    October 4, 2007 at 10:05 am (4744 days ago)

    It appears that her pic might be attached to the Aff Summit profile, while yours might be linked to AffiliateTip?

    Well, call me sexist…or a realist, but her profile would get more clicks than your mug…!

    Your revver-hosted video is stalling on me. Not sure if it’s related to the mass adoption due to the WP-Revver plugin.

    Metacafe seems to work better for me.

    Looks like a great parody and I’m looking forward to checking it out.

  5. Andrew Wee
    October 4, 2007 at 10:10 am (4744 days ago)

    I thought it was a great analysis, and perhaps an area of enhancement is to look at the business implications of this trend.

    If cookies were the mechanistic tracking mechanism of datamining web properties like Amazon (with their rudimentary “Other customers who viewed this book also liked…”), then the thematic trend manifesting itself in silos and themed site is the human side of create a customer for life.

    If you understand the demographics and profile of your customer and their consumer behavior (via heatmaps), you can extrapolate this data and build a human-friendly and intuitive site.

    The bottomline is that they’ll come back more often and spend more dollars, isn’t it?

    It’s a more attractive USP than a comparison engine which is ramming 100 models of the same digital camera down your throat, and the consumer using the “Display lowest price first” as a criteria for buying.

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