hey we're gonna take a look at a
real-life Amazon affiliate site my name
is Doug Cummington I'm from niche site
project and we are just gonna tear down
an actual real profitable Amazon
affiliate site and you'll actually have
the opportunity to get a bunch of
keywords like about a thousand keywords
for this specific site and a bunch of
others so just be sure you sign up for
you know the email list and you'll get
those keywords so let's get to the
teardown right now
this example is baby gear lab so this is
technically an Amazon affiliate niche
site but it's a very big one and it's
been around for a very very long time so
this is a pretty interesting site to get
into and there's actually a partner site
that I'll also review called outdoor
gear lab and it's sort of the you know
the perfect marriage of like products
and using you know whole sort of
ecosystem to you know help the whole
company
so as normal I'm going to look at some
of the critical David that we have and
stuff that I've gathered in the past I'm
displaying it right now and then we'll
take a look at the site and we'll look
at some of the details of the site so
first off baby gear lab was founded back
in February of 2010 so in internet years
it's very old
it is 2017 right now February actually
said the site's like seven years old
very very authoritative Internet years
and there's actually 72 thousand
keywords seventy two thousand five
hundred keywords ranking in the top 100
for baby gear lab which is like an
astronomical number as we look at the
estimates for traffic this is probably
you know some of the closer estimates
that we've seen so SEMRush mentions that
month and similarweb says maybe a little
over half a million per month and what
we can see from the graph you know which
is generally built around the rankings
in the top 100 here it's based on that
sort of information you can see just
consistent growth over time and then
like sort of very fast almost like
exponential growth for a short period
and I'm not sure what happened there I
guess that's some update that happened
perhaps or something changed and things
moved a little bit but anyway it looks
like baby gear life has recovered and
they have a whole lot of traffic any way
you slice it they also have a pretty
solid domain Authority of 39
it looks like I don't have the number of
index pages but they have a lot and
average time on site is like over two
and a half minutes which is a really
long time and the number of pages per
viewer is over two which is quite a lot
so as I mentioned you know this site has
been around for a while and you know
there have been multiple iterations and
let's go ahead and take a look at the
site so this is the home page here and
it looks you know like a real website
you know some of these niche sites that
we see are small and you can tell this
is a sort of opposite of that
it's an old site we know it's an old
site and you know it's something it's a
site that people would actually like
know the name of it and stuff
so as we look at it we see a very you
know large image here huge and you know
basically it's a call to action
interested in infant seat and then you
know find the best food safest seat for
your family
read or review if you click this it goes
to the review I'll go ahead and open
that we'll take a look at it later but
for the time being you know I like the
simplicity of you know number one the
header image here they have a search bar
so you can find your stuff easy if you
don't want to hunt around too much and
then there's a sign in and join baby
gear lab wall so we'll take a look at
that stuff in a second but essentially
like you can join the site so we'll talk
about that a second there's another way
to search right here you know I didn't
mean to come like I didn't mean to click
on that and get us on another page you
can click down to get to the reviews how
to articles and then me about us so as
were you know scrolling down we'll see
there are four you know main areas that
they are trying to get you to you know
head to next so that's sort of like the
priority of what they want you to get to
these look like they're informational
for the most part although they are
probably commercially driven
in a lot of ways so baby essentials you
know it will tell you what you need to
have for your baby but surely these are
products that they could recommend
and then the registry is the one where
I'm like oh man I bet they refer people
over to you know these big programs
these registries that you know people
will just buy a lot of stuff so that's
great for them one of the cool parts for
this site in for outdoor gear lab is
they have like all these different
products that they mentioned and they
have even more you know review
categories down here and then recent
reviews gear reviews and recent articles
like all of those are really good
sources of keywords basically so I mean
it is a big site but like you can still
optimize your page better than them and
you know perhaps you actually will have
the ability to go out build links to the
specific page so I think they're you
know unfortunately I didn't check the
number of pages before we started this
but you know there are hundreds maybe
even thousands of pages on this site and
it's probably very hard for you even if
they have like a very very large budget
it's probably very hard for them to do
link building on a wide scale basis the
point is you can do that you can
actually get guest post and have links
to you know video monitor your video
monitors page or whatever so you can
compete with some of these bigger sites
alright and as we go down there are you
know a bunch of other links down here to
help navigate throughout they have a
newsletter and so on and so forth so one
other thing that they have here is did
you know which is really cool I'm gonna
zoom in and get us down there so did you
know we buy all the products that they
review at baby gear lab they buy them at
retail prices just like you do
and that says it helps them provide
objective and independent ratings they
don't accept any free units for
manufacturers and they carefully test
and so on and so forth we will take a
look at the about page next but this is
like the huge differentiator between a
you know a niche site that sort of like
I may run and some I guess smaller niche
site entrepreneurs may have we're not
gonna buy every single product we may
have a handful of them may have a pretty
good idea about certain product lines
you know it depends on what it is I tend
to stick to topics that I like
I'm interested in I kind of know
something about so I'm comfortable you
know reading reviews and actually get
pretty deep into the details evaluating
different products but this case is a
whole other level right so this is sort
of like the sweet home and the wire
cutter I mean they buy all this stuff
and they review it like for real and
their images and pictures of the
products like they're gonna be on
another level because they're able to
like hold and use the items so let's
take a look at the about page and we'll
get another sort of like picture into
what this site does so first off there's
this huge picture of a pregnant belly so
we'll scroll scroll down here it grabs
your attention and it's like a you know
real there's some credibility there
additionally right so this is the huge
part so it's a doctor it's a woman mom
in chief and it's like immediately you
know connectable because of the image
and we see that it's a real person a
real mother and I've I've mentioned it
in a lot of the other videos where you
know the credibility is a huge thing and
if I see this I'm like oh I could trust
the content on this site additionally a
super good copy writing so you have a
sort of a relatable line and it talks
about even more specifics that a
pregnant woman may be able to relate to
or anyone who has ever known a pregnant
woman probably relate to it as well so
she takes you down Juliet
Spurrier takes you down this path and
it's very relatable and I believe it
builds a huge amount of credibility and
I mention it often it's hard to really
measure like what that credibility will
do it's hard to you know run split tests
on that but I can tell you I don't know
I don't have any children but and I'm
not buying any things for babies at this
time but if I needed to I probably
couldn't ooh baby gear lab because I
trust the information here I mean it
sounds like they do a pretty rigorous
job reviewing in fact they mentioned a
more scientific approach to reviews so
that they can see how they compare to
each other
think about EcoHealth criteria and
side-by-side testing so essentially they
want to do the the best baby product
reviews and so on so I'll read this out
to you but essentially it sounds like
they're doing a pretty damn good job and
they even spell it out so when you
compare it to the other niche sites that
we looked at that were you know truly
smaller this is more of an authority
site when you look at the niche sites
and you see you know maybe on the about
page it says I'm a father of two and I
really you know really had a hard time
picking up car seats and here's my site
like there's not much credibility I
don't necessarily believe any of the
information on that other site which is
like car seat answers so there's a
review on that check that one out but
this one hey I believe it and she's an
MD that's crazy there's a picture of her
here with a child so it doesn't get more
credible and I trust her they even talk
about the degrees she went to Georgetown
University and so on so I mean it's just
way more trustworthy and this is sort of
like the
the extreme this is like uber
trustworthy like this is a great about
page it blows you know most of the
others that I've seen away so okay so
that's really cool the other thing we'll
take a look at before we even get to the
reviews is a sign-in page so you can
like create an account right so that's
okay they still love you you can sign up
and essentially you could connect with
new other new parents that are facing
the same issues you could post your own
reviews so you're getting people to post
our reviews you can join a conversation
so again like excellent copywriting the
sites like seven years old so they've
done a really good job testing and
growing and it's really amazing let's
see so you can sign up and at that point
you know you're sort of like in the
ecosystem you you know you can add your
own reviews which is like free content
for baby gear lab amazing and then you
know from there you're on their email
list and that sort of thing
so a couple minutes ago I opened up this
page that they were trying to get to off
the bat and the first thing I want to
point out is like the baby gear lab and
outdoor gear lab these are the same
theme which is custom and it looks
awesome right so we can see off the bat
they provide you with an overview
there's a table a custom table and there
are you know there's some ratings
there's an overall score there's pros
and cons like this sort of table is
awesome to have and there are you know
specific criteria in which they mention
here that are you know super helpful
right so number one it just the fact
that they have this information in your
proves that they know something about
the product and there's some you know I
guess credibility again there's some
credibility and the fact that they know
what information to present that will be
helpful to a potential buyer
so as we go through here you can see
there's other you know data as far as
you know this the technical specs you
have the weight and the the passenger
weight and height and all that stuff so
very very interesting information
there are even you know there's 15 here
in the table so you can click Next and
it'll show like the next set six through
ten here so there's a lot of stuff in
the table here and so I'm just gonna
scroll down they have this great custom
view which looks absolutely amazing
you know great information here they got
the pros and cons you can see the price
on Amazon they have this cool like
editors choice button so I mean just
really well done amazing as we're
scrolling down I will note that there's
a table of contents here so there's a
quick way to navigate through everything
here which is great because this is a
super long page I will scroll down you
pardon me I'm gonna get a sip of coffee
here I don't usually talk this much okay
so as we go through here you see they
actually do like analysis and test
results it actually reminds me of like
the old Consumer Reports I used to get
that magazine when I was a kid and you
know they really rate everything in a
like a deliberate way and it's very you
know the scientific so let's see it says
there crash crash test video so they
have a YouTube video in here which is
cool it's great to have different sort
of you know rich media videos are great
and it looks like they actually so this
site makes enough money to contract it
with the same national testing facility
and they actually did crash test so this
is huge and I mean it's really it really
sets this site apart from other you know
just plain old niche
so as we go through we can see there's a
lot of data I keep mentioning credit
credibility I mean this makes it so
credible we see the custom images
because I actually own the products
they're putting them in cars they show
how easy it is so overall I mean you're
gonna trust this review over some of the
others I won't click play here but it
looks like you know they embedded a
video from you know some other looks
like the Children's Hospital of
Philadelphia which is totally legit it's
great to have you know helpful
information on the site and I'll scroll
down a little bit faster because you
know I think you get the point
custom images more data more data more
data and truly I mean if you're buying
an infant seat it's pretty important
right so it's not it's not something to
take lightly and a parent or parent to
be would be super interested in actually
getting like the best item that they
possibly can for their child okay so
this is getting super long here and like
there's one other thing I want to scroll
up to your scroll back up and show you
again with her custom theme so I do want
to make sure I get all the way to the
bottom okay so I'm gonna scroll back up
quickly boom
the other cool thing is they have these
tabs here so again this is a custom
theme a custom way to look at it so
let's see when we click the ratings
it'll sort of like put exactly what we
want right there so we have all 15 of
the the different ones that we mentioned
it or that we saw in the table and here
we have them all together so we can get
an idea and I mean like when you're
presenting information in a table like
this you and you're limited by screen
real estate you have to be really
creative on how you're presenting it and
they've done a nice job putting a lot of
information you have crash tests ease of
install for the latch and the belt ease
of install without the base ease of use
and the comfort and quality wait
sighs so I mean really really good
information and you know you can sort it
by price you can sort it by overall
rating so they've done a good job
presenting this information and helpful
way so now they have price versus value
and you can see they've created this
custom graph and you can see which one
has the best price versus value and
let's see and you can oh there's even
more stuff you can compare so let's just
click on overall score and see what our
graph tells us here and it doesn't
actually tell us anything I'm just going
to try one more here to see okay so for
some reason that overall didn't work but
we'll just look at this one here which
is the ease of use and then you can see
how each one of the different models
compared and you know if you click on it
it goes to that specific review for that
specific item all right and buying
advice will click here and you know a
little bit more like I guess this may
have been included in some of the other
copy on the main page but it may not
have been there's a lot of a lot more
information here so going back up and
how we test okay so I guess it is
actually divided up in sort of a silo
structure now that I'm looking at the
URL so it's best infant carseat
and then buying advice and then how we
test and they actually describe you know
what happened how they did it so it
could be like a tiny bit of redundant
information from the other sort of main
page but I don't think it's an issue
because of the way this really slick
custom theme is built out and I wonder
the one other thing I want to check out
is like reviews and I'm curious to see
like one of the
user reviews so let me arbitrarily pick
something here like travel cribs and see
if there are like reviews by users I'm
actually not a hundred percent sure how
to get to that let me see
click the reviews again so under the
leadership so baby gear labs provides
the world's best reviews of baby
products under the leadership of our
founder board-certified pediatrician
Juliette doctors Juliette Spurrier so
that's really cool I mean it's on just
an outstanding idea here or an
outstanding job and execution on this
I'm gonna try portable high chairs to
see I can get more reviews read the
review maybe it's on individual products
here so here we're on the individual
product the I don't know how to
pronounce that word so we'll try it's
fast table chair review so let's see I'd
say I'm gonna scroll down see if we can
find any like member reviews they allow
Amazon okay so user reviews they do have
some information here it doesn't look
like there's anything like very detailed
but maybe it's because it's this
specific item so let me try again
actually we'll go back to reviews and
we'll check out infant car seats which
is where we were before I will go to
this one which is an editor's choice and
then I do remember those ratings were at
the very bottom and average customer
rating again
no ratings there so I'm not a hundred
percent sure so maybe that part's still
not sort of built out or maybe I'm just
looking at the right place and I'm not
looking
in the right place okay and lastly you
know I'll try and go fairly quick about
on this part but this is like how-to
articles so these are probably like less
review product review based and more
around like just information so let's
let's look at this that looks like a
funny thing I think that's from The
Hangover so yeah cool that's a good
movie they're good good picture okay so
let's just take a quick look they said
they mentioned the article is written
part as part of the best baby carrier
review and as we look through here it is
just you know helpful information I did
see you know there's a little
interlinking here you know they
mentioned where I was published first
they mentioned something else helpful
about maintaining the baby's airway they
have a good use of you know headings and
subheadings and then there's a hip
dysplasia
org and taht they talked about you know
I guess the importance of healthy hips
so as we go through here yeah just good
helpful information and you know there's
also additional linking to other reviews
so good interlinking a nice use of
images and there's also a youtube video
which we always like to see rich media
within and there we go
so they have a nice mix of helpful
articles as well as affiliate content
really well executed and I'm sure the
site does super super well and I bet
they have a huge email list and they can
continue to you know sell stuff and
market their site to you know people
that you know have they're going through
a pregnancy they have their children and
that sort of thing so really great model
and they they do an excellent job so if
you enjoyed the review here
please check out the other ones I take a
look at you know other big sites like
baby gear lab and outdoor gear lab but I
also look at like really small ones in
fact there's a playlist with a bunch of
other video so please take a look at it
again I'm Doug Cummington I'm from niche
site project thanks for watching okay so
don't forget to go grab the keywords
like I said you can get it about 15,000
total you'll also get a bunch of other
tips and tricks for you know running a
niche site productivity project
management scaling your business all
sorts of stuff so head over to niche
site project comm /youtube keywords to
get all your free goodies thanks
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