|Earlier in the discussion, we chose “fashion” as a Site
Concept for our primary example. We also looked at other concept examples
like “Botticelli” and “pricing.”
These Site Concepts were mere starting points. As you worked your way
through chapters 2, 3, and 4, you built your master keyword list for the
“fashion” Site Concept. This list is literally your site blueprint, for
each of your keywords, it
Time to start building!
shows you supply and demand data, best idea is to start writing pages about
words with the best numbers for profitability
contains supply site info, information about sites that rank well
suggests possible partners, merchants with affiliate programs that you
would be proud to represent
gives you ideas for content, possible topics for you to write about
I once asked you, how big should you grow your Site Concept? How much
should you change it? Only you can decide.
Now let’s use the info in your master keyword list to refine your concept.
Here are the factors to consider before finalizing your Site Concept
Broad or narrow-niche?
Perhaps “fashion” is just too broad, too open-ended. After all, can
a single person ever fill a site about “fashion”?
If you choose to go narrow, which niche do you select?
Don’t paint yourself into a corner, choose a niche that you can broaden.
Remember the future, you can always broaden your concept if you fill your
Your passion and knowledge
You’ll be much more effective if you stick to what you know and love.
The amount of time you are prepared to spend
If time is a limiting factor, stay narrow.
Review your supply and demand data. Choose a niche Site Concept that
would appear to have the greatest profit potential, that has loads of high-profitability
keywords associated with it.
Supply Site Info and Ideas for Content
Read what others are writing about, and any ideas that you have had.
Do you want to cover similar topics (nothing wrong with that, especially
if you do it better!), or do you see a niche or approach that has not yet
How many solid affiliate programs are a good fit?
Search Engine Winnability. Two points here
The amount of content and keywords If you used all three windows (supply,
demand, and breakout) to their full potential, you should have no shortage
of high-profitability keywords. But if your topic is just too narrow (ex.,
“Norwegian fashion models from the mid-1700’s”!), you may need to broaden
the concept somewhat (ex., “Scandinavian fashion models”).
How broad should my concept be? The single best recommendation; As
narrow as possible, yet still with lots of profit potential!
It’s hard to win a Top 10 ranking in search results for broad-concept keywords
As we’ll see later, the Search Engines will be concentrating more and more
on the theme of the overall site. So if you choose to develop a broad concept
like fashion, with several major sub-themes (models, literature, design,
etc.), it will be harder to win the war for the sub-themes than if you
dedicated a single site to a sub-theme. In other words, the “nichier,”
Every success story starts small, then builds. And if you’re like most
people, you don’t have the time to flesh out a huge concept all at once.
And it will actually hurt you at the engines if your concept is too broad.
Better to start narrow, but with enough profit potential, as determined
by considering the above factors and then grow the concept.
Let’s use our earlier examples to illustrate how to finalize a narrow
Site Concept. We’ll also develop your domain name at the same time, since
the two go hand in hand.
“Pricing” is a nice, tight concept. You can use your supply and demand
windows to brainstorm many high profitability keywords that are directly
related to pricing. And, as we saw, you can also breakout into other areas
too, areas that would be of interest to serious business people, “fulfillment”
or “copywriting” or “product development”.
Here’s the problem, though, if you developed many Keyword-Focused Content
Pages about fulfillment within your pricing site, you’d dilute that site’s
Search Engine effectiveness for pricing issues. So “concept-level” keywords
like “fulfillment” really deserve their own sites. The more you keep your
theme “pure,” the better you will do. And a site dedicated to pricing is
also much more credible to your readers, too!
We saw before that business people who are interested in fulfillment
will also be interested in pricing. Well, the reverse is true, also. So
your pricing pages can also refer people to a good fulfillment company,
not to mention a company with a good solution for customer support!
Since “pricing” is wide enough to be profitable and narrow enough to
be winnable, make “pricing” your Concept Keyword for your new Theme-Based
Now let’s develop your Concept Keyword into a VPP (Valuable
What’s a VPP? It’s the affiliate equivalent of a merchant’s “Unique Selling
Proposition.” A merchant sells goods or services. An affiliate presells
by offering high-value information.
Your VPP answers, in very few words and hopefully with just a touch
of character, the two critical questions about your Site Concept
A good VPP transmits these answers loud and clear to your visitor. Why
does this need to be stated in very few words? One big reason: KISS.
When a reader hits your site, he must be easily / immediately able to understand
what your site is all about. And the single best way to do that? Include
your VPP in your domain name! Yes, your VPP should be your domain name!
What specific and high-value information does your site deliver?
What is your unique positioning for this delivery (i.e., what is your angle
There’s no room for cleverness or subtlety here. Leave that to the moneylosing
dotcoms. Include your Concept Keyword in your VPP and add a marketing angle
/ theme to it. That way, your concept is clear to your visitor, and your
Concept Keyword is clear to the Search Engines. The engines will rank your
site a touch higher for your Concept Keyword if it is included in your
Bottom line? Same Concept Keyword. But three different VPPs that outline
three different Site Concepts.
Now let’s look at a few possibilities for our first Concept Keyword example,
“pricing”pricingadvisor.com, or THEpricingadvisor.com
VPP = pricing advisor.
It says that you are delivering pricing information, your Concept Keyword
must, of course, be included in your domain. And the “advisor” part establishes
you as the expert, it tells your visitor that you’ll be delivering some
great pricing advice!
VPP = pricing on the Net.
Again, it’s clear that you are delivering pricing info. The “on the
Net” part says that you are specializing in pricing info specifically on
the Internet. Since there is not much info about pricing on the Net and
since your potential visitor is certainly there looking for Net-specific
info, this is a good approach. Same idea for “netpricing.com” and “cyberpricing.com.”
perfectpricing.com VPP = perfect pricing. Again, it’s clear that you are
delivering pricing info. This time, though, the VPP implies that you show
people how to price optimally, also something that people would definitely
Which of the above approaches is best? You know your prospective visitor
best. Which approach do you think works best?
Before we go through the next two examples, here’s how to brainstorm
and register your domain.
A good domain name is
In general, if you follow the above guideline for creating your VPP, you
won’t need much help coming up with a great domain name. But if you really
want to make sure that you've left no cyber-stone unturned, try these sites
Got a great name? Super! Now use NameProtect
to check trademarks, or in other countries
short and sharp
meaningful, conveys a clear message
easy to spell
easy to remember
unique, descriptive, and “you”
solid, classic, not hokey
||It’s not necessary to trademark your domain. But do make sure that
you don’t violate someone else's mark before you register your domain.
It would be a shame to build up a great business, and then have someone
who owned a trademark (before you registered your domain) force you to
take it down.
Before you register, think about expandability and brand. Generally,
you should start narrow-niche and then expand when all goes well. And,
as said earlier, when the time does come to grow beyond “pricing,” you
should not add “fulfillment” or “customer support” to your “pricing” site.
You’ll dilute its Search Engine effectiveness, not to mention cloud the
message to your visitors. Give some thought to expansion now. Suppose that
you decide upon “THEpricingadvisor.com.” Why not register “THEfulfillmentadvisor.com”
and “THEsupportadvisor.com,” etc., now. Eventually, you’ll link them together
through a master site called “THEmarketingadvisor.com.”
Registering domains is cheap. Why not lock them all in right now? That
way, your expansion path won’t have potholes when the time comes for you
To register your domain name, you need the services of a registrar.
There are zillions of them. If you are using one that makes you happy,
stick with it. Otherwise, check out ICANN's
comprehensive list of registrars
By the way, Site
Build It! automatically takes care of registration for you. The
cost is included in the annual fee. So your very best bet is simply to
take care of it at the time you start building income through content with
Site Build It!.
Now let’s look at a few possibilities for our second Concept Keyword
example, “Botticelli”. Remember, you were a huge Botticelli fan. Only one
problem, you find yourself in a bit of a bind. Now that you’ve done chapters
3 and 4, you can’t find enough profit potential to make a pure “Botticelli
site” sufficiently profitable.
What to do? You have three options
||Expand the concept; make it more general. But remember you don't have
to start huge. Build it over time.
||Loop back to this point and try the next concept on your chapter 2
short list of site concepts.
||Recognize that you’re in it more for the passion than the money. Botticelli
Options 2 and 3 are pretty clear. Let’s examine option 1 a bit. Use
the breakout window to expand your Site Concept, or even to find a new,
better direction. Or the expansion route may seem perfectly obvious to
you, even without doing the breakout brainstorming.
For example, remember this progressively wider concept?
Which level should be your starting Site Concept?
Keep doing chapters 2 and 3 on progressively broader concepts until
you find enough profit potential to proceed. How broad should you go? Remember
the single best recommendation: as narrow as possible, yet still with lots
of profit potential!
|If you already have an online store, building a Theme-Based Content
Site is the single best way to drive traffic to it. In other words, BECOME
YOUR OWN AFFILIATE!
If you don't have a store now, keep this in mind. It can be an excellent
way to increase the profitability of your Theme-Based Content Site. In
other words, start by marrying the content of your Keyword-Focused Content
Pages to well chosen affiliate programs. Build your initial income through
well-chosen affiliate programs. Then As you grow, add an online store for
extra profitability! What should you sell in an online store? Three ideas
1] Products from other merchants, via affiliate programs. Some
affiliate sites are very creative in making it look like a real online
store. For example
Shoes on the Net
Others are more straight forward like Fashion
2] Products that you source from suppliers; build a conventional
online store that receives traffic from your content site! People who start
their stores first simply die from a lack of traffic.
3] Your own products, especially digital ones like e-books or
software -- You don't have to worry about physical inventory and fulfillment
is so easy. Writing an e-book about your area of expertise establishes
you as the expert and adds another income stream. For more information
about creating and selling infoproducts, please see MYKS
Speaking of additional income streams, once your Theme-Based Content
Site has built enough traffic, add even more income through banner advertising.
While I'm not a great believer in the value of banners for the advertiser,
there are certainly thousands of companies willing and able to pay for
banner advertising. So don't be shy about taking their money.
It's really only appropriate, though, after you start to build substantial
income. So continue to keep notes about potential advertisers in the possible
partners section of your master keyword list, store this income generating
stream for later. For excellent info about ad selling strategies see WilsonWeb
As you do chapters 3 and 4, you'll find many merchants who do not have
affiliate programs. They are potential buyers of your advertising! It all
starts, first, by establishing yourself through your Theme-Based Content
Build It! to build your site. It will be a snap to set up your
own pay-per-click advertising business. Pay-per-click will be easier for
you to sell, and in my opinion is a much fairer model for advertising.
Site Build It! gives you full click-through data on all links. So you'll
be able to bill your clients appropriately; professional-level tools at
no extra cost! No html knowledge is necessary, nor are ftp, META tags,
or any other tech knowledge. Site Build It! lets you focus on what's important,
building income through content.
Action Guide will give you a neat behind the curtain view
In other words, work your way up from Botticelli, to Renaissance art,
to all artists, to everything art. Stop as soon as you find a level that
has solid profit potential. Keep your niche as narrow as possible, so that
you can build a site to fill that glass, yet still make good profits.
Nowadays, I would not start artchive.com as a global art mini-portal.
First of all, I’d go nuts trying to fill this wonderful site with so much
info. And it would look rather amateurish with just a little content.
More importantly, though, is that each section would dilute the other.
For example, since Search Engines will increasingly evaluate the overall
theme of an entire site, my renaissance art section will dilute my ancient
art section, etc., etc. And anyone who puts up a site which focuses purely
on the theme of ancient art will have an edge over that section of my mega-site.
So here’s what I would do. As I broaden the concept, I find that I have
solid profit potential for the Site Concept of “Renaissance Art” and other
Concept Keywords at this level (ex., ancient art, cubism, impressionism,
So I register renaissance-artchive, ancient-artchive.com, cubism-artchive.com,
impressionism-artchive.com, etc., etc. And I also register artchive.com
and artchives.com. I add the dash in the longer names for easy reading,
and I take artchives.com to protect myself from low-lifes who want to take
advantage of my success.
Once I establish renaissance-artchive, and then ancient-artchive.com,
and then cubism-artchive.com, I’ll launch my Master home page, artchive.com,
to tie it all together as the place to come for all things art. This home
page will contain a global “what's in it for you” message and then provide
links to all my other domains that are already up and running and successful.
One more domain, I’ll register store-artchive.com. Once I establish
artchive.com the way that Mark Harden (the real owner of artchive.com)
has done, I’d be nuts not to think about adding an entire “museum store”.
This could either be an affiliate-based store where I’d presell the products
of my merchant partners (including a bust of Boticelli!). Or it could be
a true online store. Or both.
Before we move on to our last example (“fashion”), let’s review our
artchive.com domains to make sure that they meet our VPP needs. Your VPP
answers, in very few words and hopefully with a touch of character, the
two critical questions about your Site Concept
Artchive.com is a smart, but not too clever (i.e., so subtle that many
visitors would miss the point), play on words that tells the visitor immediately,
and with character, that it is a place to come for all things art. It contains
your Site Concept word, “art”" And each of your “lower level” domains does,
too (renaissance-artchive contains the “renaissance art” keyword.)
What specific and high-value information does your site deliver?
What is your unique positioning for this delivery (i.e., what is your angle
Bottom line? What started with Botticelli now has a clear do-able step-at-a-time
plan to become an art mini-portal. And you start at a level that you know
will be profitable.
With “pricing,” we found ourselves at just about the right profit potential
level. So it was not necessary to grow the concept. With “Botticelli,”
we did need to widen the concept to capture more profit potential. With
“fashion,” we’ll need to do the opposite, narrow it down to a do-able yet
profitable level. Heck, “fashion” is just too broad
The only strategy on this over-congested Net is to target a specific niche
with a specific Site Concept and a strong VPP that tells people quickly
what specific and high-value information you are delivering.
You won’t be able to develop the unique positioning required by a good
It will take forever to fill a general fashion site with enough content
so it does not look bare.
Winning the Search Engine wars for a General Keyword like “fashion” will
be extremely difficult. And even if you do win it for your home page, people
searching for “fashion” are so non-specific, looking with so many possible
different topics, that your site is unlikely to meet their needs.
OPTION 1: Narrow down
remember some of our high profitability "fashion” containing keywords?
Let’s focus on what excites you, designing and publishing.You decide to
publish an online magazine about fashion design and designers.
The domain contains your VPP. It says exactly what your site delivers,
and that you’ll be delivering it through the format of an online magazine/Web
No, the name is not particularly clever. Using words like Herald or
Express would sound and look much slicker (FashionDesignExpress.com). But
using “magazine” gives you a better edge with the Search Engines, for two
Add a byline like
There’s a slight advantage to having your keyword within the domain name.
But more importantly
You’ll be using your name over and over in your copy. No one searches for
“FashionDesignExpress.” But lots of people search for “fashion magazine.”
And, since few people use quotes when they search, the “fashion” and the
“magazine” do not have to be together. So this gives you “findability”
for “fashion magazine” and “fashion designers” and even “designers magazine.”
Include this on every page, under your logo.
|The Fashion Design Magazine By, About, and For Fashion Designers
Your magazine format gives you the flexibility to cover a wide range
of topics related to fashion design and designers. Use the breakout techniques
described in chapter 3 to generate more and more topics related to fashion
design and designers, jewelry topics, famous designer bios, etc.
You’re off and running with a great concept like this. Just one more
thought. Let’s say that fashion-designers-magazine.com succeeds really
well. It will be too late to register related domains later. Do it now,
with an eye to expanding your concept in a few months.
Do you see the difference from these vague, more general, wide-concept,
standalone “fashion” approaches?
fashion-products-magazine.com (your future store?)
And, of course, tie it up all together with a Master Domain, fashionmagazine.
com or THEfashion-magazine.com. This Master Site will be launched once
your other sites are all up and running, much the same way that you did
for artchive.com above.
They are all too generic and fail to capture a useful niche-keyword in
the VPP (i.e., in the domain name).
OPTION 2: Change course
Earlier, we used the JimTools’
Keyword Research Tool to find other “fashion-related” words like “factory
outlet stores,” which was searched for 3,851 times. Well, check it out
at AltaVista, you’ll find that it has only 1,820 competitors! Hey, that’s
a far better DEMAND-SUPPLY ratio than “fashion design.”
|The Site Build It! Manager tool uses a complex calculation that is
beyond simple supply-demand ratios and which does a much better job of
showing each word's exact profitability. It shows "factory outlet stores"
to have far greater profitability than any other keyword that we have looked
The Site Build It! Manager is free with your purchase of Site
Research like this may even point you towards changing your concept
away from the “concept-level” keyword of “fashion,” perhaps aiming more
toward “discount” and “outlets” -- run these two keywords through the Overture
Suggestion Tool, and then see how many competitors those words have. Your
best Concept Keyword may actually be.
Of course, you also have to consider
factory outlet stores (that’s where we got that domain, “factory-outlet-storesmagazine.
You want to attract a personality that is open-to-buy. In other words,
you want people who will buy something after reading your content and clicking
through to your merchants.
whether this different direction excites you as much
the nature of the kind of customer who will search for your keywords. Make
sure that you aren’t marketing to a personality type that is hard to convert,
no matter what you do... ex., the “freebie-seeking tire-kicker” or the
With this in mind, think about this possible new direction. People searching
for outlet malls are certainly doing so for a reason... to save by buying!
And you find lots of good online malls and other merchants that fit with
your Site Concept. And you can still marry your concept of fashion to “factory
outlet stores” like this
Geez, if this goes as big as you think it could, you could expand this
concept, too! So you also register
And you’ll register a strong Master Domain to tie all your successful niche
sites up into one big mini-portal. So what if that’s a year or two down
VPP = world's best factory outlet stores. It says that you have done all
the research for your cost-conscious reader and will be delivering only
the cream. And think of all the creamy topics! Articles on shoes, fur,
dresses, etc. leading to great outlet links (and other affiliate links,
Then you do the same for basketball, football, golf, etc. You’ve found
a motherlode. Bye-bye fashion magazine. Hello world of discount malls!
Here’s the whole point of chapter 5
Take your time on the domain name and the concept, the choice you make
here will literally make or break your results (remember what Danny De
Vito said in The Renaissance Man
“The choices we make dictate the lives we lead.”
If I had to summarize the entire Affiliate Masters Course into just
two lines, it would be
Yes, you can win by doing something you don’t enjoy doing. But it’s a heck
of a lot harder.
Pick something you know and love
that has excellent profitability!
And sure, you could just say fooey with what people will pay for, I
want to do what turns me on and that would be OK. You might even luck into
a winner of a concept. But it would be luck. On the other hand, if your
payoff is the sheer enjoyment of doing a hobby, that’s great, too.
It takes a cold-hearted business person to make money at something that
he does not particularly like. Few of us qualify. Of course, if you do,
don’t hesitate to go where the profitability seems to be, first and foremost!
But, for most folks
Pick something you know and love
and that has excellent profitability!