Milin Enterprists
Milin Enterprises
Chapter 5

Refine Final Concept and
Register Domain Name

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

  • 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
Time to start building!

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

  1. Broad or narrow-niche? 

  2. Perhaps “fashion” is just too broad, too open-ended. After all, can a single person ever fill a site about “fashion”?
  3. If you choose to go narrow, which niche do you select? 

  4. 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 niche.
  5. Your passion and knowledge 

  6. You’ll be much more effective if you stick to what you know and love.
  7. The amount of time you are prepared to spend 

  8. If time is a limiting factor, stay narrow. 
  9. Profitability

  10. 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.
  11. Supply Site Info and Ideas for Content 

  12. 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 been done?
  13. Possible Partners 

  14. How many solid affiliate programs are a good fit?
  15. Search Engine Winnability. Two points here
    • It’s hard to win a Top 10 ranking in search results for broad-concept keywords like “fashion”.
    • 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,” the better.

  16. 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!

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.

EXAMPLE: Pricing
“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 Content Site.

Now let’s develop your Concept Keyword into a VPP (Valuable Preselling Proposition). 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

  1. What specific and high-value information does your site deliver?
  2. What is your unique positioning for this delivery (i.e., what is your angle of approach)?
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!

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 domain name.

  1. Now let’s look at a few possibilities for our first Concept Keyword example, “pricing”, or 

  2. 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!

  4. 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 “” and “”
  5. 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 want!
Bottom line? Same Concept Keyword. But three different VPPs that outline three different Site Concepts.

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

  • short and sharp
  • meaningful, conveys a clear message
  • easy to spell
  • easy to remember
  • unique, descriptive, and “you”
  • solid, classic, not hokey
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
NOTE:  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 “” Why not register “” and “,” etc., now. Eventually, you’ll link them together through a master site called “”

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 grow.

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

OPTION 1  Expand the concept; make it more general. But remember you don't have to start huge. Build it over time.
OPTION 2  Loop back to this point and try the next concept on your chapter 2 short list of site concepts.
OPTION 3  Recognize that you’re in it more for the passion than the money. Botticelli rules!

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
Fashion Mall
Others are more straight forward like Fashion Window

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 Site.

Use Site 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.

The SBI! 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 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, etc.).

So I register renaissance-artchive,,,, etc., etc. And I also register and I add the dash in the longer names for easy reading, and I take to protect myself from low-lifes who want to take advantage of my success.

Once I establish renaissance-artchive, and then, and then, I’ll launch my Master home page,, 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 Once I establish the way that Mark Harden (the real owner of 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 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

  1. What specific and high-value information does your site deliver?
  2. What is your unique positioning for this delivery (i.e., what is your angle of approach)? 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.)

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.

EXAMPLE: Fashion
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

  • You won’t be able to develop the unique positioning required by a good VPP.
  • 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.
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.

OPTION 1: Narrow down
remember some of our high profitability "fashion” containing keywords?

fashion magazine
fashion model
fashion designer
fashion design
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 site.

No, the name is not particularly clever. Using words like Herald or Express would sound and look much slicker ( But using “magazine” gives you a better edge with the Search Engines, for two reasons

  1. There’s a slight advantage to having your keyword within the domain name. But more importantly

  3. 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.”
Add a byline like
The Fashion Design Magazine By, About, and For Fashion Designers
Include this on every page, under your logo.

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 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.

  • (your future store?)
  • And, of course, tie it up all together with a Master Domain, fashionmagazine. com or This Master Site will be launched once your other sites are all up and running, much the same way that you did for above.
Do you see the difference from these vague, more general, wide-concept, standalone “fashion” approaches?
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 at!

The Site Build It! Manager is free with your purchase of Site Build It!.

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.

factory outlet stores (that’s where we got that domain, “factory-outlet-storesmagazine. com,” above).
Of course, you also have to consider
  1. whether this different direction excites you as much

  3. 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 “marketingphobic tech-type.”
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.

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 the road?
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, of course).

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

Pick something you know and love
that has excellent profitability!
Yes, you can win by doing something you don’t enjoy doing. But it’s a heck of a lot harder.

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!

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