When Merchants learn about SEO
David Lewis blogged about Affiliates and using Merchants Brand Names and Trademarks for SEO Spam in May earlier this year.
There is currently also a very interesting discussion about Merchant name in Affiliate Site title tag going on at the Affiliate Manager Forum (requires account). If you are a Merchant and have an Affiliate Program, check it out.
In addition to that did I have multiple encounters with some Merchants we are affiliated with within the last 8-12 months myself, which made me realize that there is an Issue out there today, that should not be an issue at all. An Issue that arose from decisions made by people based on poor or insufficient information. Let me explain.
Search Engines are around for a long time and Affiliates were among the first to leverage the power and importance of them and spent a considerable amount of time and efforts to make sure that their sites are well represented in the SERPs (Search Engine Result Pages). They sent well targeted traffic to their Merchant Partners. The merchant made a lot more sales and affiliates made good commissions, everybody was happy.
In the last few years are more and more Merchants are “discovering” Search Engines and their power to drive traffic to web sites. They realized to their surprise that Affiliates already occupied that space and to an overwhelming majority dominated the top results for the most competitive search terms.
What they also realized was that Affiliates also often dominated the search results for the Merchants own Brand Name or Trademark, often even outranking the Merchants own Website.
Once they discovered this, most Merchants did the right thing and started looking at their Website and asked themselves what they have to do to
a) Be better represented with their own website in search engine result pages for important keywords to get a piece of the traffic pie without paying their affiliates a commission for doing the job for them
b) Be at least represented with their own Website in the Search Engines for their own Brand Name or Trademark
Search Marketing and in particular Search Engine Optimization (SEO) became either a position or even department in-House or they hired one of the now many available SEO and SEM (Search Engine Marketing) firms.
All this is nice and good and you could ask yourself the question, why a lot of Merchants start doing this now and shouldn’t they have done that much earlier already. Of course, but how goes the saying? “Better late than never”, right?
Merchants can not change the fact that they are being “late to the party” and now try to catch up and even surpass everything and everybody within a short period of time without taking the time to learn the background and history of search engines and SEO to understand why we are currently where we are today.
Sending some guys to SEO Training and attending a Search Engine Marketing Tradeshow like Search Engine Strategies (SES) which was last held in San Jose last week is usually not enough to be able to make educated decision that affect the various details of all your online Marketing efforts.
A good example of newly, but “semi-educated” Merchants making bad decisions are the increasing numbers of cases where Affiliate Managers start sending Emails to their Affiliates with updated Terms of Service that prohibits or restricts the use of the Merchants Name or Trademarks in the HTML Code of Affiliate Websites.
The Emphasis is on USE rather than ABUSE.
Anybody who knows at least some basics about SEO can see in an instant that the list of things Affiliates are not supposed to do with the Brand Name or Trademark reads like a list of Search Engine Ranking Factors or Google SEO Checklist.
The person who wrote the new Terms up was clearly doing some Self-SEO Research or read an Article about “How to rank no.1 on Google in 7 days”. If the knowledge comes from Sessions at a SEO Tradeshow, the person should also have attended the sessions about Search Engine Friendly Design.
Listen! Do not force your Affiliates to make their Sites USER unfriendly. It happens to be the case that in almost all cases User Friendly Site design is also Search Engine Friendly Design. There are still some exceptions, but they are getting fewer and fewer because Search Engines are working on improving on that. Why? Read the mission statement of your favorite Search Engine and you will get the answer to this question if you do not already know it.
Do your Homework first. Search Engine Optimization is not a synonym for Search Engine friendly. At one point will the phrase “Search Engine Friendly” be obsolete because the Goal of the Search Engines is to see as friendly to them, everything that is being friendly for the User. Search Engine Friendly will become a synonym for User Friendly. The Search Engine (Crawler, Bot or Spider) is just another user you will not have to pay special attention to, to “convert”.
An easy way for Merchants is to refer to Webmaster Guidelines provided by all major Search Engines and also recommend their affiliates to follow W3C Web Standards.
You should also point them to the Site Friendly Design Articles I referred to in this post to educate them.
If a Search Engine considers something on an Affiliate Site Spam or Violation of their Guide Lines or even terms of Service, you are in a very good position to see it as a violation of your service as well and should act on it.
If the Search Engines and the World Wide Web Consortium (W3C) are perfectly fine with it and your Brand is not misrepresented, you should be fine with it as well.
The Webmaster Guidelines and a lot of other Search Engine Optimization (SEO) Resources can be found on my Website.
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http://www.cumbrowski.com/CarstenC/ Carsten Cumbrowski
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Jonathan (Trust)
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Jonathan (Trust)
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http://www.cumbrowski.com/CarstenC/ Carsten Cumbrowski
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Jonathan (Trust)
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Jonathan (Trust)
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http://www.thoughtshapers.com Jeff Molander
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http://www.cumbrowski.com/CarstenC/ Carsten Cumbrowski
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http://www.cumbrowski.com/CarstenC/ Casten Cumbrowski
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http://jacksretail.com Jack Mitchell
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Jonathan (Trust)
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http://jacksretail.com Jack Mitchell
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http://www.thoughtshapers.com Jeff Molander
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http://www.cumbrowski.com/CarstenC/ carsten cumbrowski
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Jonathan (Trust)
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http://jacksretail.com Jack Mitchell
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jimbot
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http://www.ecomcity.com Mike Hyland
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http://www.cumbrowski.com/CarstenC/ Carsten Cumbrowski
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http://www.cumbrowski.com/CarstenC/ Carsten Cumbrowski
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http://jacksretail.com Jack Mitchell
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http://www.cumbrowski.com/CarstenC/ Carsten Cumbrowski
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http://jacksretail.com Jack Mitchell
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Jonathan (Trust)
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http://www.cumbrowski.com/CarstenC/ Carsten Cumbrowski
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Jonathan (Trust)
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http://www.cumbrowski.com/CarstenC/ Carsten Cumbrowski
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http://www.revenews.com/carstencumbrowski/2006/08/is_0xy_1000_no_longer_true.html ReveNews – Carsten C
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http://www.revenews.com/carstencumbrowski/2006/10/you_want_to_pretend_to_be_me_s.html ReveNews – Carsten C

