we're going to tear nail analyze and
critique Tom's Hardware calm so this is
one of my Amazon affiliate tear downs
this is actually a much different site
than we normally look at this is a
hardware review site it's been around
for a while my name is Doug Pennington
I'm the founder of niche site project I
write about Amazon affiliate sites on
marketing management and productivity
all sorts of stuff this is part of the
series where I break down what people
are doing even some large sites like
Tom's Hardware what they are doing on
their sites earn affiliate income so
there will be three main parts here this
is an interesting one and the three main
parts arm them walk through some of the
analytics that are gathered through
tools like SEMRush or a similar web and
some analysis that i've done then we
even take a look at tom's hardware the
homepage take a look at how to place it
how they put it together we're also
going to look at another aspect they
have a whole other area of their site
that most niche sites don't have it all
and then we'll look at some specific
reviews so there's a bit of a little
bonus because Tom's Hardware has sort of
like you know cousin sites or sibling
sites sister sites whatever that are
closely related slightly different so
we'll take a quick look at those but
we'll go too deep so let's head over
here this is my site niche site project
and if you want to take a look at like
the keywords that Tom's hardware is
ranking for you can get like a thousand
of them all you have to do a center for
the email list to get over to the page
there's a link in the description below
but you take a look at thousand keywords
from this site you take a look at 14,000
other keywords from other tear downs
that I've done so be sure to check it
out
so when we look at this it's kind of
crazy right so Tom's hardware was
so it's like 20 years old super like
super old I mean I think I only just
gotten on the internet like maybe like
two years before that like 1995 I got my
first computer I think that was you know
connected to the Internet I was on
America Online back in the day and as we
go to trip down memory lane but as we
look at the keywords ranking in the top
100
there's a million six hundred thousand
plus that are ranking the top 100 that's
a huge number and the other part is the
estimated number of monthly visitors so
we have two sources that provide us an
estimate so when the SEMRush
that you know so that's 1.4 million
that's based on those keywords right the
one and a half own keywords that besides
ranking for similar weather not sure
where they base it but some other
algorithm were camilli ER with but they
estimate it could be up to like 64
million what is what I said and you know
I'm sure both are wrong the truth is
somewhere in the middle and I would
imagine that they get you know tens of
millions of visitors per month now when
we look at this graph here from semrush
we can see that it's been steady growth
for the most part but then something
interesting happened in 2014 where there
was a hockey stick type growth and then
it dropped back down back to about what
it was so it looks like they really had
a major issue but when you look at
I guess the graph and you take out the
outline point right here that despite
the sharks and right here we'll call it
it's actually not as bad seat but I'm
not sure why their rankings went up at
that time period or I mean I can imagine
and went down for whatever reason
whatever they were doing this period
right here Google decided it wasn't a
thing that they were like happy with and
you know it was I don't think the site
was penalized but probably his links or
however the traffic was spiking at that
period it went down so looks like they
still get healthy again traffic now
crazy thing domain Authority is eighty
eight trust flow seventy two now the
domain Authority is Maas metric and the
trust flow is majestic metric but it
gives you a pretty good idea on the
authority now I mean those are really
high those could be some of the highest
on our full list of sites that will
break it down and most likely it's
because there's so many years of history
from 1997 there's links from 1997
probably so as we as we look in the
number of index pages is an alarming 1
million five hundred ninety thousand the
average time on site is over two and a
half minutes pageviews per visitor
almost three and the bounce rate is 58%
so the last three are from similar web
again just an approximation but it gives
us some idea
compared to other sites where did this
made lie now let's move over and take a
look at the site
so this has like
different layout then a lot of the other
sides we've looked at and part of the
reason is its history right so this is a
site that people would look at when they
were looking to build computers I used
to build my own computers before it
started to get Macs and Apple products I
don't do that anymore but it was cool at
the time I actually website to like
learn how to build a computer and like
what things I would need processor heat
sinks coolers I learned about
overclocking whole bunch of cool nerdy
stuff that was into back then not now
but they have games so the other thing
of notices as we go through this site is
appears to not be a wordpress site is
built on some other platform probably
again because of the legacy the Tom's
Hardware has now in all these reviews I
kind of describe what's happening on the
home page this one's much difference
more like a I guess like a media company
there's a lot of ads and stuff so right
off the bat there are ads like on the
side of the side there's like two
sidebars and it's the same ad over here
for Adobe they also have a banner right
here and then there's another banner
over here on this side so like right off
the bat I see ads now I filter those out
now that we're looking at the content
there's a menu at the top sort of a
broad menu they have a search bar here
super simple logo by the way I
appreciate that then login so we'll get
to that in a second but you can actually
put your reviews on here and there's a
form which you can see right here we'll
talk about that a second though they
have tags so if you're like really into
CPUs you can go click on this and it
will take you to all the posts around my
topic
there's a section from latest articles
here so again you can go to the category
that you're looking for you can see
thumbnails at the featured images for
the most recent articles that they post
it and you know you can scroll through a
couple pages at least as we scroll down
we see to have a latest news section
here so there must be in 20 of them
right there they have the best pics
again to give us an opportunity to go to
what we're interested in based on the
categories so they have SSD graphics
memory high deals and so on again here's
our our banner ad from doe B and then
they have the live forum feed so again
about 15 or so posts are listed that are
in the forum and you can you know in
each case you can like click to go to
the next set so there's a bunch that you
can get through and you can see if
you're really into the forum into
Hardware could be the place to be right
that could be super interesting to you
um as we scroll down we do see they have
a small banner here that you can you
know subscribe to Tom's Hardware on
Facebook Google+ Twitter so on that
email list you've signed up for but it
doesn't appear to be like a priority for
them which is fine to have a million and
a half pages so I'm sure I can they
don't mind too much as we're scrolling
down we see more of the latest articles
and they just have a little bit more as
far as the information so if you recall
up here was just a headline here they
have a thumbnail to have a sentence or
two snippet and we have another ad it's
different so at the Adobe out here but
they have a pretty standard you know
looking footer with links to you know
there other sites
it looks like so they have Tom's
Hardware around the world
they also have their different social
media platforms search bar and a little
navigation area down here for sort of
critical pages and if you recall if you
watch the top ten reviews break down
tear down like this one to the playlist
of you if you haven't watched it you're
checking out the playlist but the top
ten reviews and Tom's Hardware are part
of the same company so it's a big
company called perch and they have you
know
multi-million dollar company with board
of directors big media so we'll take a
look at the about page now so they here
to get most of the same areas of the
homepage as far as the navigation at the
top so this is pretty much the same as
the navigation on the homepage we can
boots a quick link this ads okay alright
so on the about page you'll see it's
pretty much the same so the header
proportion is the same about us tells us
they've updated it fairly recently to
have a couple most popular three most
popular articles and they talk about how
they test how they what the mission is
and it looks like they turn to do a
pretty good job there they say the
rigorous it doesn't look like they put
the same effort as saying like the wire
cutter or the best reviews convert
opsite reviews they're doing it in a
little bit different way did you
you know they mentioned comprehensive
product reviews expert technical
analysis how to guys I can't tell you
how to you guys are fantastic really
syrup they talked about how they test
they say that they are renamed for
benchmark testing every prod
a review to a rigorous set quantifiable
tests based on a combination of
homegrown Tom's Hardware only benchmarks
and industry standards so they do a
pretty good job explaining how they test
they also talk about how they test
certain products like keyboards monitors
power supplies storage so they go deeper
now this is the most interesting part to
me so Tom's Hardware is actually by a
guy named dr. Thomas past so he brought
journalism to the internet in 1996 so I
mean that's kind of amazing was actually
like legit history out this site and
they were purchased it looks like in
2007 by a French company called best of
media and then Tom mr. mr. Tom dr. Tom
this is no longer part of the operations
but they kept the I guess overall spirit
of the site and sort of the identity
obviously built into the domain name
which is kind of cool so anyway they
talked a little bit about that and about
the community now that's an even bigger
thing in my opinion which we'll get to
in a second but we'll continue to look
down
at the about page we see the staff so
that an editor-in-chief probably works
there full-time anyway you know save
this big will take a staff you know to
get it done to have a community director
mission the forum's big deal we'll take
a look at that moment and managing
editor they have a community manager
news editor so I mean this is a serious
like real company and as we scroll down
there's just more and more people
coordinators more contributors and so on
so there's a lot of people working for
this company and as I mentioned it's
part of the perch Media Group so they
have a very significant amount of
funding behind it and you know that's
part of the reason they can have such a
big staff highly qualified staff and
some of the best reviews on hardware
that they have in fact they even have
you know their sister sites listed here
as well which is very interesting so
scroll down I think that is about all
the interesting stuff we see there now
let's take a look at the forum as I
mentioned the forms like a huge part of
this site and when you look at I guess
like the way this site came up like if
you were trying to launch a forum right
now it would probably be a bit of a
struggle because I think a lot of guess
people that would have congregated in
forums on the internet they're now in
facebook groups now that's changed over
time even just a few years ago you
launched a forum I think you got a
pretty good chance to you know make it
work but these days Facebook groups are
sort of the place where some people are
meeting now there are certain other
groups where that's not the case in
forms are the place would be Tom's
hardware's like one of them I'm into
beer brewing and homebrew fermented
beverages and stuff and I can tell you
that there's a big forum in the homebrew
community and it is probably of a
similar size to Tom's Hardware its
enormous and Inc you know just some
people that were interested in homebrew
back in the late 90s launched it and
it's been around for a long time so
there's a critical mass who keeps it
going so as we're looking at this page
again I think I don't have to point out
very much in fact they have a big like
Viper elite Viborg gaming numbering
looks like right there a memory ad so
it's on two sidebars
it's it on this panel here on the top
and then it's on this panel here so make
no mistake my per elite is sponsoring
this portion of the site you can you
know post a question in the forum the
crazy thing
you look at the number of replies for
each of these section sections of the
forum it's just alarming right so a
million eight hundred thousand replies
here a million and a half gets over six
hundred thousand some millions and
million tens of millions of replies so
that this is part of the reason why
there are so many pages indexed why if
this site potentially could be getting
your tens of millions of visitors per
month so as we scroll down we see you
know tons of different forum guess
section tier categories I guess you call
them so there's a lot of different forum
categories all of them with tens of
thousands or hundreds of thousands of
replies again just really amazing they
have a a CJ banner down here and you
know the recognizable footer that we've
seen so as I mentioned this is really a
different bottle for a niche site an
affiliate site so they're getting a lot
of the revenue via these ads of course
because I have so much traffic just on
their site so much traffic from organic
they have so much traffic from your
people just being active in the forums
so they're able to earn a lot of money
by having these banners up wasn't super
targeted right people are looking on how
to build looking up information on how
to build computers they're probably
really interested in gaming stuff like
that or potentially right there's the
same kind of people that like that sort
turns out I was a terrible gamer so I
never got into that but you know other
people are into it so let's just take a
quick look at one of the forum sections
here before we hop over to the views
which is like the real stuff we're going
to get into here so okay so we have
Adsense banners in here you can ask the
community so that's how you publish a
question here I'm sure you know if
you're trying to enter something in
then get you to join the forum you have
to choose a username and password and
stuff like that so there's a banner here
there's a banner on the side for ad sent
and then of course all the questions
here they do have a recommendation so if
a person is interested in CPU this
article that they popped up over here is
something that one might be interested
in dad stickies at the top and then just
a normal looking at that form so I think
we'll scroll down see what happens and
then of course there's you know and 2000
pages of different pups so like the
whole site this is really huge
so this forum is just amazing and you
can see maybe we'll just click on
storage just to see what happens when we
click on the tags and this takes us to
the storage I guess tag area so it puts
us in this category
and all the content related to that now
let's um before I go down the rabbit
hole here and you close that work
monitor so I clicked on monitors so you
can see their navigation here it's the
domain / key I think probably for tags
and then / monitors and then we're just
going to like our I didn't take a look
earlier but I'm just going to take a
look at this page here so they have
different articles and 590 articles
about monitors so there's a lot of
different ones that you can take a look
at here we're going to just pick the one
at the top here
what this review looks like so off the
bat you know I see a big banner at the
top there large my opinion so really
kind of pushes everything wrong so I'm
interested in monitors and scrolling
down I see
some social sharing stuff here they put
that right out front you click this
drop-down on percent sure so they have
four different pages and they have
divided it up by I guess I can sampling
rays so I guess 144 hurts and then page
two is 60 Hertz and then these are I
guess brands base g-sync and freesync
monitor so they divided it up a little
bit and I will stick on page one for now
I'm curious I think if I click this I
think it goes to the next page so it
won't do that so have a image here
it had a header image which I'm actually
not he hasn't a super looks like a
cartoon but super impressed with this
image and they have a little bit of text
here not much
just to sort of open it up and then they
have how they test monitors how to
choose all about monitors and these
goats this goes to their testing this
goes to a buying guide this goes to the
screen we were out before just a
category of monitors now now we're get
into it so now we have a table for
monitors are listed they have you can
click on the review for each of them
these are best by Newegg amazon and
amazon so if you click these buttons
they are affiliate links which will take
you to a different site so for whatever
reason Amazon is the twist it shows for
these two and Newegg which is a hardware
like retailer and online retailer and
the best buy so they just have different
affiliate programs that they work with
they give you some critical information
which is I guess lingo in a lot of ways
because I don't know what this stuff
means here I know what a melody is but
I'm going to take the screen size aspect
ratio and then the curve radius with X
so I guess that means you're not curve
and then they tell you the sampling rate
so you click this area here to see more
details and then it explodes into a very
long table here
we see another ad right here which is
the it's funny because this ads now
following me around as bings view on the
internet and this was from a review from
why I'm broke calm so if you haven't
seen that cared in go check it out it's
kind of interesting we looked at the
same bony cooler so so as we're
scrolling down they I just have a
monitor listed monitor to give you the
verdict which is the summary if we click
this I imagine it'll open the full
review and this should probably be the
Buy button because like we learned
before the green buttons here by buttons
but for whatever reason this isn't
displaying fully to get the pros and the
cons of the verdict so if you've watched
a few of these you'll probably notice
each item has a summary they have the
pros and have two cons they may be
called different things but those are
the three key things to have about each
item you can see this actually going to
show the price and shows you can get it
on Amazon my desk is the API is not
column price so I'm returning the price
and those women's buttons goofed up the
other thing they don't note is the best
reviews I type of table so there's a
table here it's formatted a little bit
differently
I like how clean it is a lot of times
it's a struggle to get all the
information into a table you want to
have but they've they have a clever way
handling it where they just show you a
few pieces of information and then you
can click this button to get more
details okay so as we're scrolling down
we'll see okay there's another green
button go to Amazon purchase again
another
you can click okay so before we go on
there's an ad here alright so this is an
ad um you can go to the next page by
clicking here you can get to the other
four pages here this is summary
navigation area I asked was this helpful
so they give you a little survey here
just to see if you're getting the right
information will click that there's an
ad here add some banner and then beef
out the author so the thing that is
missing is like a lot of times as other
reviews we've seen like from the wire
cutter or top ten reviews this section
of about the author is like at the top
so as you're reading it you know a
person it has expert information expert
experience is writing it here they put
it at the bottom now Tom's Hardware has
such a an authority I guess role and
market hardware that maybe they don't
need to do that so let's quickly take a
look at the next page and I think cool
so see a little bit different view so we
have the same banner now we have this
other table right so the table looks a
little bit different and it reminds me a
little bit of outdoor gear lab or baby
gear lab so from the center you know we
see we can click on these green buttons
and these are fully links that tell us
the price the image is also an affiliate
link here there's a genius link for this
right here which is interesting and so I
guess if you're if they're buying
through
I guess tom's hardware has a deal with
doubt and use genius link so that's
interesting in other cases they have
their own I guess perch link that
they're using okay
so as we're scrolling down we see you
know different format because it would
show a lot more products overall they
want to show a lot more product and as
we scroll over they do give us a way to
see like more information like this is a
huge table you could drag this back and
forth to see it but it's a huge table
and the most important thing is the
which product it is and how much so they
even go and click the affiliate link so
this is a great way to I guess work
around having a lot of time share next
we have the same sections that we saw
before so we'll leave it at that it goes
on and on we will look at is a minute
again I clicked on the specific monitor
review and here's where they have the
specific monitor views or product
reviews whatever it may be so you'll
recognize the way they do their ads they
have the two side bars they have a big
horizontal panel and a big vertical
panel and then the content sort of
surrounded by those ads when you scroll
down they go away except for the ones in
the side bars here um they getting more
or less have an intro there's another
add your video is playing
to give you a pretty quick way to get to
Amazon here the green button or this
image here can't click on the text you
have to do the image or the button the
interesting thing is they don't have an
affiliate link and me I guess opening
paragraphs here I would have expected
them to have a call to action a little
bit earlier but maybe because I have so
many ads they get you to at least gold
in a little bit again a table tables are
great it's a great way to display
technical information in a way that's
not overwhelming so there are tables a
great way to do it if you look like
amazon.com and that's how they display
their technical information in most
cases so as we're scrolling down Dave
references or other reviews similar
items and they even you know give you an
opportunity to check them out here
so I'm even having a Walmart link here
and you can keep going and going and
going so they have like 10 pages for
this particular review we'll just take a
quick look at a couple more pages is
interesting that they do not have all
this content on one page so I think part
of it is they have such an established
domain and establish brand that they
have the luxury of separating all this
content out and still having the ability
to rank well for the content which is
very interesting because you know when I
build sites I'm most likely putting all
this content that's across these ten
pages on one page so they may have a
small number of posts on their site or
sorry they may have a greater number of
posts on their site but is shorter
content which is interesting so ok as we
scroll down I didn't go all the way down
over the last page to do it here again
they ask you if it's helpful which is a
good thing for them to do they have
Haslam's bader here and then they have
ads by the Rev content and these are the
our standard clickbait kind of things
where you got this I don't know what
this image is but don't use probiotics
before you see this I mean this is just
david clark based stuff and you click on
this it's going to show you some things
related to it but it gets you
interesting like what are these things
and crazy I mean you add to work and
then they have you know a little video
playing down here you could put comments
which is a nice thing so
I think that covers it you know as we go
through additional art we'll look at one
more page so the results page and they
go through details they actually you
know have an ad here that looks almost
like I mean it listed as an ad but for a
second it looked like an actual review
so again they give you the ability to
get over to Amazon four different times
monitors here they have a nice table
where they actually did their technical
testing be used kind of this kind of
data it's really important to have at
least from this site it's hard to obtain
but this is how to establish themselves
in such an authority so even more
graphics bar charts are called and you
can see just tons of data if you are
actually into a monitor knew what all
this stuff meant it would be super
important and you'd probably find it
really out in fact you probably find it
so helpful that you'd be happy to
purchase through their link because
you're getting this data that you can't
really get unless you go and study all
yourself so they have excellent reviews
and that's why this site has been around
for so long it was purchased by Kerch so
before we go on before we finish up I'll
show you Q things so I kind of ignored
it earlier but there's other sites you
sister sites the Tom's Hardware family
and there's Tom's guide which is I guess
tech product reviews now they are trying
to send me push notifications I hate
this I don't want to get more
notification so I always block those but
this is analogous this is a site that's
in competition basically with the wire
cutter and I believe the site was
probably around longer actually I
probably need to do a teardown of just
the site so I'll put that on my list I'm
always looking for more to do and this
is obviously a big brand but they have
their you know little more
modern-looking site it looks clean and I
really like the way this looks so then
close these other tabs but so we have
Tom's guide which is like the new school
you look at theme really slick and we
look at this home page for Tom's
Hardware a little busier it reminds me
of an HTML site from 1997 because that's
kind of that's what it is that's the
origin decimal legacy that tom has so
when we go to Tom's guide it looks a
little slicker damn smartphone fitness
trackers drones smart home gadget so
let's just arbitrarily oh you know what
scroll down a little bit more so I will
do a full review I'll save that for
another
you can see it is just a magazine type
of site they have this whole huge thing
tons of other products here the other
site right so the other site that they
have is Tom's IT Pro so this is like
oriented to your like IT directors or
your ITBP the CTOs this is oriented
towards people that are getting like
their IT pros right this is the type of
Tom's I see Pro real-world business
technology is like the tagline so true
- good idea behind Tom's Hardware being
basically a media site they have
adsence banner at the top that war has
on it on the right sidebar that they
have sections for certification storage
information security data center
networking and so on they have a search
bar at the top so it's clean I like the
simplicity of this and it's just easy -
I guess matted so as we scroll down we
see it's a smaller site but you can
imagine that you know IT professional is
a smaller group than people that are
just interested in like computer
hardware so again this may not be the
time to go deep into this one but I did
want to point out that you know Tom
expanded out into these very closely
related niches and then basically like
fit together well but they cover
different segments of the audience so
it's really interesting this is the IC
Pro this is the tech guide so this is
more the consumer-grade stuff here
Tom's guy and then Tom's Hardware is for
like computer geeks the gamers who are
interested in building their own
machines so that concludes this teardown
if you enjoyed it please consider
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in general to learn about project
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I mentioned before get head over to
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