hey it's Doug Pennington here from niche
site project we're going to do a
teardown and a critique of the wire
cutter so the wire cutter is a very huge
affiliate site they do a lot through
Amazon and actually several other
affiliate programs and we're just going
to go through a lot of the details I'm
actually going to go through some
critical stats which you can actually
see displayed right now we're going to
take a look on the site we're going to
look at their about page and we're going
to look at three different review pages
I'm going to tear them down I'll let you
know what I like and what I don't like
and I mean I can tell you how bad the
wire cutter is sort of one of the best
in class as far as it an affiliate site
and Amazon affiliate sites are kind of
what I'm into my niche site project so I
can tell you that the wire cutter
they're going to be doing a pretty good
job in fact I think it's been about you
know six months or sometime at this
point but the wire cutter is a sweet
home the partner site those two sites
were sold to the New York Times which I
think you know we'll talk about that in
a second but they were sold for
something like thirty million dollars or
something
huge huge sale so let's get into the
details here and as I mentioned you know
we're going to go through three
different reviews on their site so we
can really get into the weeds if you
haven't seen the page that I'm
displaying now it's over a niche site
project and you should be able to find
it pretty quickly if you look for Amazon
affiliate site examples so what I'm what
I'm showing you here are some data that
I got from various sites so some of them
are estimates but we'll get into the
details so first off the site was
founded back in September of 2011 so
it's been around for a while there are
over half a million keywords ranking in
don't think my sites even have that many
words total I like them so there's a lot
of content and that's a lot of keywords
that are ranking
the number of estimated visitors per
month varies greatly so there's two
different sources that I went to one
SEMRush and one is similar web and in a
lot of cases the sites don't agree so
some rush says about a million and then
similar web says about ten million
either way that's a lot of traffic and
it's probably somewhere in the middle
I'm pretty sure both are wrong the graph
that I'm showing here is from SEMRush
and you can sort of see you know from
the very beginning they they got a
trickle of traffic I mean it looks like
the scale is really small but I mean
that's actually probably tens of
thousands of visitors and each one of
these little red segments of the graph
those are Google updates and you can see
you know there have been some ups and
downs but it doesn't look like except
for maybe this one it doesn't look like
the wire cutter was hit in any
significant way there have been some
spikes and some ups and downs but if you
smooth this graph out it's on an upward
trend although I mean just kind of going
down there but things are good things
are good their domain Authority is
decimas metric is 69 trustfull is 37 at
least at the time the data was gathered
they have over they have about 1,250
indexed pages people spend over a minute
and a half on the site and this data
these last three metrics are from
similar web so these are purely
estimates and this is not real actual
data from the wire cutter similar web
says most viewers look at one point
seven five pages and the bounce rate is
like sixty-four percent but Funes on
quick note the site was originally
founded by brian lamb who's the former
editorial director at gazebo
so he's been around he knows media and
he was a director so conceivably had a
team you knew how to build a team and
that's what he did when he founded this
site so let's go over to the wire cutter
and I'm just on the home page here I'll
point out a couple things on home pages
a lot of people do ask about what they
should
have on their Amazon affiliate home
pages and I mostly like this either will
start at the very top and they have an
adsense bin or up here it's the only
thing I'm not a huge fan of so I know
why the wire cutter puts their adsense
up here is because they get so much
traffic that they can actually make
money doing it but in most cases for my
sites and for my student sites I'd
advise them to you know pull out banner
ads like this you want to have a focus
on the content you want to have your
focus on the products that the people
are looking at so unless you have a
pretty high amount of traffic or if
you're you know an expert in Adsense and
savvy about ad networks then I would
otherwise you know remove this as we you
know move down the page they have a
simple banner here it looks like a like
a schematic play right here so the wire
cutter it all fits together I have a
computer engineering background so I
took some electrical engineering classes
back in the day so I expect that's what
this little symbol is but otherwise it's
simple they allow you to get to category
pretty quickly they set a menu so it
doesn't take up a bunch of space you
know a lot of themes may have each one
of the categories listed up top and you
obviously wouldn't want to have these
whenever like 20 categories listed and
have a search box so if you know you
like the wire cutter you can just either
type in a thing that you're looking for
as we move down they have a small about
snippet where you can you know check out
their partner site the sweet home you
can go to the New York Times Company
website and then you can see what they
do this is actually the about page which
we'll take a look at in a few moments
after we go through this homepage here
all right as we move down they usually
have just one main post at the top that
they usually it's a recent post and then
they publish it up top if you click on
it obviously takes you to that full
review
the other part is they have you know the
best deal so it's hand-picked deals
sometimes you know there's specials on
Amazon or other company or sorry retail
sites so you can click here and get to
those deals in fact you know what I'm
just going to open that up here to have
a quick look even though it's a slight
digression but you can see they just
list out good deals that they've scoured
the web for so if someone is just
browsing then they could go through here
see a small snippet of the review and
then move on to read more the review or
actually purchase it from here
so just wanted to point that out some
sites do have a deals page and the wire
cutter is one of these and they actually
allow you to get to a pretty quick this
is a obviously a really prominent spot
on their site next they have a few of
their other recent reviews and posts
over on the right sidebar so that goes
all the way down so those are just
recent things that they published next
you'll see they sort of go into a
category basis here and then list the
most recent five sections and they allow
you to expand it if you want if you're
really into headphones you could see you
know all the reviews that they have in
an area and that goes for each of the
categories so that's kind of cool I mean
this is a custom scene that they that
they have and it's built around the way
they run their site and I one thing that
I really like so it starts broad right
there I'm sorry it starts specific with
one post and then it goes more broad as
you go down so you can see Oh headphone
as a category you could go there or
networking and just scroll down to see
it and they go more and more specific
and if you remember the two other sites
two other big sites that are reviewed
baby gear lab and outdoor gear lab go
check out those tear downs too if you
haven't watched those but they have a
similar layout where it starts really
specific at the top and then it goes
and into a slightly more broad category
and then very specific again to
individual and I hope I hope I'm
explaining it well but you can see you
can sort of you know even go to cars and
then individual models here so they kind
of go a little more broad and then
specific now that I'm saying that that
out loud I'm not sure they made 100 100
percent sense there but I'm just going
to go with it so alright so that's their
homepage and they allow you to get to a
lot of pages on their site a lot of
different reviews and they do a good job
putting new stuff on the sidebar so the
next thing I want to go to is their
about page so I point this out on all
the reviews and for me it adds
credibility so it's not like every user
is going to go check out the out page
but if you if you do have someone that
does check it out it does add the
credibility so right off the bat did you
keep with the same sort of like layout
of the page they do have a sidebar over
here which I think it's fine I guess
enough people come to this page where
they could get followers on Twitter or
on Facebook to have an email list that
they could build which they don't have
pop-ups that they're not focusing on
you're building an email list but I'm
sure they have tens of thousands because
of the amount of traffic that they get
hundreds of thousands probably next
thing is like they get into the detail
so the big takeaway here we're not going
to read everything but it's a long
enough page where they even have a table
of contents so the main things the wire
cutter the sweet home do that a lot of
other smaller affiliate sites don't do
they actually buy every single one of
the products and then they have experts
in that specific product line or niche
review them so these reviews are some of
the best most high-quality like that you
can get because they have professional
writers journalists in many cases that
are writing these a few of the reviews
that I've run across how
of published authors like real like book
books like print books not not like
self-published ebooks but real print
books that you can go to Barnes & Noble
and you know they're on the Shelf there
at your library that kind of stuff so as
we go through here you'll see they talk
about credibility overall if I it's so
long I'm not going to go through
everything but overall this gets you
credibility so they have all these
headphones here right so they'll test
more than 100 headphones and they got
audio files musicians and sound
engineers to do a blind test most of the
time on affiliate sites my sites
included were reading information about
the product and then writing about it so
we don't have first-hand knowledge in
most cases and I mean it's prohibitively
expensive to do this sort of stuff so I
mean you can imagine that if they're
making good money it had a lot of money
to start the site so as we go through
here they just show more things that
build credibility and authenticity to
the whole site it makes me really trust
them because they're actually testing
this stuff they're testing like phone
cases here and there in the ocean right
so okay you kinda tend to trust them so
let's move on to a couple of the actual
reviews here and I just arbitrarily
chose a few and I'm just going to go
through so as we look here best Wi-Fi
router for most people so that's a nice
headline and sort of you know
keyword-rich the best Wi-Fi router is
what people would be searching for and
then what see for most people in the
same parentheses well that obviously
qualifies just about everyone looking
for a router since it talks about the
most people I will point out you know
they keep the same sort of layout
on the header section here so there's
two other Adsense banner you can see I
was looking for printer cartridges at
one point and then you can also see they
have the sidebar with the about page
it's interesting they don't actually
have the hyper text highlighted or the
color doesn't stand out much it almost
looks the same to me is the other text
so they're the I believe that's probably
intentional
you'll also notice it's not underlined
like these are underlined so there's
links in here you can probably see it
term red and it's interesting that they
did that that tells me they don't really
want people to go look over here they
just in click the link I just want them
to read this because it's you know it's
independently chosen editorial pics and
blah blah blah they have the deals over
here and then recent posts now the thing
that we actually care about is the
review right so first off they have a
high quality image of one of the
products and the other part is it's not
like a stock image right it's not one
from the manufacturer you can see
there's a planet back there in a
bookshelf and this is like someone
really testing it next you'll see they
have you know the the sharing stuff here
which you know I don't know how
effective that really is it may come
into play at some point but I don't know
that those are super effective I would
imagine they test fit about I imagine
they tested and they know they're
talking about next is a nice intro
paragraph and big thing I do this on all
my sites tell my students to do it too
so first off there's a call to action in
the first sentence it's like ten words
in so there's a call to action if you
click there it will take you to you know
the product on Amazon Huneck
another observation just from a you know
publishing standpoint this is a bigger
font so people can read this a little
bit more easily and it sort of gets them
started scrolling down so you see the
image you read this if you're in a hurry
the person clicks it and gets over to
Amazon fast which is great they don't
even need to read your stuff they just
hop over there
they also list the most recent update so
this is a really good thing to do also
because it shows you keep it up to date
I don't know many other sites to
actually do that especially like small
niche sites I don't see people doing
this sort of level of recent updates
where they have a catalog and archive of
it so as we go through they organize it
in a way where they have their their
their top pick and then you can click on
the image here to get over that's an
affiliate link you can click on this
button that's an affiliate link to and
this text is also an affiliate link so
they tell you the name of it and give
you a little bit information about why
it's a good choice and then they let you
get over to Amazon in three different
ways
the next part is this is also an
affiliate link so they open this section
and they also allow you to get over
there via a text link if you just ignore
the images or move past them quickly and
you're more of a you know text-based
person then they let you get over the in
that way and they're pretty quick right
so two paragraphs pretty good summary
and then if we look back here you can
tell that they actually summarized this
information here into like two sentences
it looks like so that's cool next part
is they have another model listed great
for feature focused so they have this
one it's great performance low-priced
and they have one that's a little bit
more premium has more features and it's
a little
more expensive they again have an image
link button link in the text link here
in the call-out section here in a of
course you know they also let you they
let you get over to Amazon if you click
on this text link just as before so they
open the paragraph where they talk about
that particular model the neck here are
6450 if you read that you can click on
this link if you get over there
additionally they sort of summarize a
couple things here and they also give
you a way to look or sorry a way to
click over to Amazon the affiliate links
here also and we they do have a small
section here and they have a nice it
blends in well it's an opt-in box here
if you just want weekly updates so you
just enter your email address
so that's that's cool it's a it's a more
you know out of the way a way to have
this opt-in box next thing as we see
here they have the author listed and
sort of list a little bit of his
credibility here and if you were to you
can actually email them here or follow
David Murphy on Twitter so that's cool
the next thing you'll notice is the
table of contents so there's there's a
lot of information here so I'm not going
to go to too deep in the interest of
time but you can see the sections that
they have why should you trust us so
this is where you know I believe David
was his name so David Murphy here talks
about why he is qualified for doing this
there's a lot of information so over a
decade he's been writing for tech
journals and magazines so he is a
trusted person and he went
to Stanford as a business analyst so I
trust this guy I mean he sounds pretty
smart and he then he talks about how he
tested this stuff so um and I believe
them whatever they tell us to get I'm
probably going to get it right they talk
about who this is for how they pick the
items how they tested their specific
pick flaws but not deal-breakers who
else likes the pick and here's a nice
thing so they talk about the router set
up in the network maintenance which a
lot of shame on me I didn't even know I
was supposed to do network maintenance
the point here is they're adding value
right so they're adding value giving us
helpful information and that's really
interesting the other part is they list
a couple other alternatives so if you're
into Apple maybe only buy Apple products
then they talk about the airport extreme
and then Google's on hub which I didn't
know was a thing they also talked about
the competition so as I mentioned we're
not going to go into every section but
we'll take a look at some other parts so
let's go to the router setup section so
here they kind of get into the weeds and
they they talk about how to maintain a
secure and reliable wireless connection
so these are just helpful tips and you
can see they didn't go too crazy with
tutorials or screenshots they kind of
walk you through in layman's terms just
how to set up and take care of the
security portions of the router
physically where to place the router you
know you don't want to put it like in
one end of your house when your office
is where you really need it and the
other parts are you know I mean talking
about making sure you have a good signal
so we won't go into the weeds here and
as we
actually let's see if I can go back to
the table contents easily um we'll take
a look at the airport here so they they
do put in a mini review of Apple's
product here and you can see they just
have an image and they go into the
details and they talk about why you know
it's a good choice or a bad choice
depending on what you want so for a lot
of people they just buy Apple products
and I have an iPhone and an iPad and I
have a you know a MacBook Pro I like
Apple but I'm not like too hung up on
like certain items I mean if there are
other items that work then you know I'll
get those but some people are diehard
Apple fans so that is why I have it in
here and as we scroll down I will go
down to the competition so this is
interesting
you may have you know longtail keywords
or you know the wirecutter probably has
long tail searches that get to this page
because it's so authoritative where
people are looking for some of the you
know competition and basically they just
list other items that they tested so you
can see this image here they actually
had eight that they picked and they had
you know - that they narrowed it down to
which is great
right or sorry there's actually nine
here there's this white one here that it
didn't notice but the thing is if you do
go to Amazon or some other marketplace
and you see there are tons of items
there it's really hard to choose so
that's why people would go to the wire
cutter because they want to narrow it
down and want an unbiased opinion on
like what is the best wireless router so
that list have several they obviously
don't go into like deep detail but
they'll list out the most critical
information that you need to know for
each one and it looks like they just
have like two sentences reach something
like that okay
and oh and an interesting thing previous
router testing so they actually go back
to you know old models that they thought
were good of course in the you know the
tech world new products are coming out
all the time so as we go through they do
give you another call to action at the
very end you know where the archer c7 is
the best one you click click on it here
again you can get to it in three
different ways
the other big thing before we move on to
the next review what we're going to do
two more we're going to take a look and
they do list the sources and it's like
you know a real book there's footnotes
in here and there's 20 listed and you
know that is a really high quality sign
that they did a very good job
researching it and not only that they
tell you where you can go find more
information so this is you know really
key and I put you know sources out from
my pages as well so let's move on to
another review here
the best action camera so a lot of its
going to be similar so mechanism and as
much time here but we'll go through it
so first off high quality image you can
see they're actually testing these
cameras out in the field they are you
know wet some have a case on actually
hopefully awesome have a case on says
it's wet there and they have the sharing
buttons at the top they have the larger
font here and they have in the first
paragraph a call to action to actually
get to the GoPro Hero 5 black they say
it's the best action camera for most
people and they let you get over there
quick you will remember in the previous
wireless rather example the call to
action was a little bit earlier in the
paragraph and that's probably you know
in general good to have the call to
action as soon as possible but this is
fine too if
most people are going to read the first
paragraph they have the updated section
here so they have a full list of all
their updates here which is awesome next
they have a call-out section for the
first number one choice the hero five
black and again you can get there be a
button the text or click on the image
the first paragraph where they mention
the item you can click on the name of
the item to get there one other thing to
note again the links that they want you
to follow they underlined Alexis might
take and there's other links that they
actually don't even really care like
this is not underlined here I think
there's another one these are affiliate
links also I'm not sure if you can see
that displayed but these are affiliate
links also but they are not underlined
so they're kind of trying to encourage
you to click these links next they have
the Sony FDR x3000 here so runner up and
then a budget pic so slightly different
than the other ones where they had two
main pics they have a feature rich and
then a you know slightly budget binded
one this has three so it's sort of
best-in-class for most people they have
a best-in-class for 4k footage in the
best video quality and then they have
the budget selection here so they divide
it up a little bit differently but
essentially they have three many reviews
why they pick them and who each one is
good for next they have an Upton box
here which you know blends in with the
page but it does you know make you stop
before you hit the table of contents the
table of contents in the sections that
they covered are essentially the same as
last time so it's why should you trust
us how they tested their pics flaws been
a deal breakers and so on they also have
you know sections for each of the three
so there pick the runner-up and the
budget pick and you know right off the
bat you can see the runner-up that Sony
model they say better video quality but
harder to use so if you're you know into
video and the number one thing the
number one important thing is around
video quality but it's a little harder
to use like maybe you pick that one so
they kind of spell it out and that's a
nice way to let you know why you may
want to choose that one so as we go
through here I will also point out that
Ben and her not to say the last names
have been K is a freelance tech writer
and editor and he's been around the
block he's written for USA Today and so
on and he further qualifies himself by
talking about how much he's used the
cameras and his I guess experience
testing these specific cameras and he
does what he's talking about he's and
he's a good writer because he's ring for
USA Today and other websites so as we
scroll down again you can see they've
actually tested several cameras they
sell you which one ones they are and
then you'll be able to see you know the
competition listed in one of the
sections below they give you an
opportunity almost every time they
mention the camera or the item rather
whatever item it is they give you a
chance to click the affiliate link here
they have a cool ship here which shows
you how much they test with it they
threw the cameras under water in the
stream and then let water run over them
they actually tested them really well as
we're scrolling down there's a lot of
text they go into the details again just
beautiful images you would expect it
considering the you know the fact people
are looking cameras here so they're
they're trying to get good images
to show you you're demoing them demoing
the camera and you know next little
section here with thumbnails so you can
see how while this GoPro works and then
we're scrolling down you know they get
into the details they have a GoPro
mobile app so you can I think it
connects to your phone and then you're
able to control the GoPro from your
phone which is cool so they test not
just the basic features but they test
the accessories that people are going to
use including apps that may go on your
phone they have some sample footage here
which is great that probably also means
they have you know a YouTube account and
I'm certain with YouTube account
probably has a link back to this page
probably gets a decent number of views
let's see as we're going on they further
you know test the camera by you know
putting it on the top of the car you can
see they're testing head-to-head this is
pretty cool oh and you know what maybe
they even actually tested that they had
permission to use the image on one way
or one way or another so sadly that's
not be driving so as we move on we can
see you know more high quality images
more samples this is you can't always do
these sample videos but it really works
for you know action cameras it makes
sense
make sense that you want to see the
footage okay right it's on
same here which is good I mean sample
videos more images of the cameras when
they actually tested them they got them
wet so this is all good stuff here then
we see the competition that they list
out here care and maintenance a much
smaller section than our Wi-Fi example
and they have the final call to action
so it's always important to have a final
call to action you know everything on
you know the wire cutter looks like it
fits here so the only thing that a sort
of outta place is the absence banner at
the top of the pages and I guess it's in
some of the sidebars as well but they
have a nice box here it's simple with
white space so there's a lot of text so
text text and then you see an open space
similar to their email opt-in section
same deal as before three ways to get to
it be to get to the item through an
affiliate link and those through the
image through the link of the title here
and then the button and it would be
really interesting to see their data
most people click the button or the text
or where they go as normal they have a
sources section so again indication a
very high quality of the fact that they
did plenty of research so let's look at
one more spot here and I picked this one
because my SD cards are like really old
so I remember back in the day when I got
him it must have been 2011 or so when I
got my DSLR and there are 16 gigs and
they're you know they're big enough they
do a lot but I'm shooting more video
these days and they are you know a
little bit slower than what you can get
and it would probably be a good idea if
I got some newer memory cards so I
thought to take a look at this one so a
lot of this stuff we've already talked
about so won't go too deep into this
review you'll see they use a template
for other reviews so I hope you notice
that high quality image at the top you
have the larger font here and it
call-to-action in the first 7
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