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Ways to earn money online when you've got a website with a good SEO. Given at the University of Tallinn in January 2010.
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WAYS TO MONETIZE YOUR SEO
Raf Bruynseels – Laurent Van DesselJanuary 2010
Introduction
� SEO the last step in web development?
� Convert SEO efforts into maximization of income
� Contextual Advertising
� Affiliate Marketing� Affiliate Marketing
� Read our extended paper at http://www.rafbruynseels.be/docs/monetize_your_seo.pdf
Contextual AdvertisingWhat?
� Most commonly SEO monetization method
� Easy to setup for web publishers
� Web publisher: pastes snippet of Javascript in page � Web publisher: pastes snippet of Javascript in page code � scans content of page (based on title, url, text content, keywords, …)
� Result: website visitor is presented highly relevantadvertisements
Contextual AdvertisingWhat?
� Different type of payouts:
� Pay-per-click (CPC)
� Pay-per-mille (impressions, CPM)
� Cost-per-click � value of one click on a specific ad
� Cost-per-mille � value of thousan impressions of a specific ad
Contextual AdvertisingPopular advertisement networks
� Ad network: middle man between the web publisher and the advertiser � provide their proper technology
� Google Adsense (will enjoy our focus)
� Chitika
� Kontera
� Adbrite
Contextual AdvertisingPopular advertisement networks > Chitika
CHITIKA
� Getting more popular every day
� Doesn’t scan page content to display relevant ads
� Displays ads only for search engine users only � ad content relates search term
� Result: visitor sees only advertisements he/she’s interested in � CTR increases
Contextual AdvertisingPopular advertisement networks > Kontera
KONTERA
� in-text advertisements
� CPC lower, but very suitable for high traffic websites
� Perfectly embedded in content � non-obtrusive
Contextual AdvertisingPopular advertisement networks > Kontera
Contextual AdvertisingPopular advertisement networks > Adbrite
ADBRITE
� Fairly similar to Google Adsense (see later)
� Difference:
� admission policy less strict
� Also in-line text advertisements
Contextual AdvertisingPopular advertisement networks > Google Adsense
Google Adsense
� Most popular contextual advertising network
� Very easy to sign up and create advertisements
� Largest pool of advertisers (signed up via Google Adwords)
� Strict admission policy (forbidden topics)
Contextual AdvertisingPopular advertisement networks > Google Adsense
� Creating individual ads to display:
� Array of possibilities
� Type (link unit or ad unit)
� Format (size)� Format (size)
� Color
� Channel (to track individual performance)
� Google creates JS snippet
Contextual AdvertisingPopular advertisement networks > Google Adsense
Contextual AdvertisingPopular advertisement networks > Google Adsense
� Important to keep in mind
� Don’t click your own ads (accidents may happen)
� Don’t ask your friends to click your ads� Don’t ask your friends to click your ads
� Don’t disclose your earning details in public
� Violation may result to a Adsense ban
Contextual AdvertisingTweaking your ads
� Important: keep experimenting
� Positioning:
� Above the fold� Above the fold
� Near navigation / rich content
� Adsense heatmap
Contextual AdvertisingTweaking your ads
� Design
� Large rectangle best performer
� Color
� Text color very importantText color very important
� Blend within content
� Blue/Darkblue textlinks � related with hyperlinks
� Text ads > image ads
� Banner blindness: banners get ignored subconsciously
Contextual AdvertisingTweaking your ads > Colors
What is Affiliate marketing?
� A method of promoting web businesses
� Affiliates are rewarded
� Partnership with an online merchant
� A win-win-win situation� A win-win-win situation
Examples:
Types of affiliate programs
� Pay-Per-Sale
� Pay-Per-Lead
� Pay-Per-Click
Tracking the visitors
� URL with unique ID
� Cookies
Promote the advertiser’s products (1)
� Text-links
� Easy
� Deeplinks
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� Banners
�Most used
� Flash banners
Promote the advertiser’s products (2)
� HTML-advertorials
� Activity
� HTML code
� Product feeds
�Webshop products
� Integration
� Feed file
Product feeds: Integration
� Processing tool
� Easy
� Limited functionality
� Own script
�More complex
�More flexibility
Hands on: Creating a script
� Product feed
�Which information to use?
� Database (MySQL)� Database (MySQL)
� Insert the products in a table
� Website
� Show the products
Questions?
Credits
� Raf Bruynseels
�Website: http://www.rafbruynseels.be
� Twitter: http://twitter.com/RafBruynseels
� LinkedIn: http://be.linkedin.com/in/rafbruynseels� LinkedIn: http://be.linkedin.com/in/rafbruynseels
� Laurent Van Dessel
�Website: http://www.laurentvandessel.be
� Twitter: http://twitter.com/laurent_vd
� LinkedIn: http://be.linkedin.com/in/laurentvandessel