in this video internet marketing expert
Doug Cummington takes a look at one of
my most recent affiliate marketing
websites best roof box.com if you're not
familiar with the site and everything
that I've been doing around the site to
promote it and get it making some money
and do check out the playlist that's
appeared up in a card right now so you
might be familiar with Doug he has been
on my channel a few times be sure to go
check out his channel you'll find a link
up in a card right now and there's also
be a link in the description he is an
expert when it comes to affiliate
marketing and setting up niche website
so anyway Doug gives my site thorough
teardown he goes through all the pages
and posts and gives me a whole lot of
tips and ideas on how I can improve it
some of the things he mentions in this
video are what makes it good about Us
page he's got some great tips on linking
you also share some ideas on how I can
make the articles a bit more readable
and he also talks about how buttons
visitors now in the past Doug has had a
full audit from Amazon around his sites
just to make sure that he's not
breaching any terms and conditions that
he learned a lot from that experience
and he shares some thoughts in the tear
down on what you can do to prevent
yourself being kicked out of the Amazon
Associates program I think you're gonna
get a lot out of this video dr. share
loads of tips and ideas which you'll be
able to apply to your affiliate
marketing websites I'm also gonna take
everything he said on board and apply
that to my site and I will be doing a
follow-up video on that really soon but
anyway that's enough from me let's roll
it eight
[Music]
hello what's going on
thanks Alex for inviting me to do a
teardown for best roof box.com and this
is typically how I do a teardown or an
audit for someone's site I don't look at
it beforehand and I just tell you what I
think as I'm thinking it no filters so
we're gonna jump right into it and
luckily alex is a good wordpress
designer and knows how to design a good
user experience so this baby looks
pretty nice as I'm looking at it I enjoy
the white space there's a little
contrast but not too much and if I
landed on this homepage I would think
hey this is a professional looking site
and images look nice in general the
buttons look good there's not too many
colors going on and it's not too busy so
we have sort of what this site is all
about
after the menu bar here so that's good
and just in general I have no major
complaints about the layout of the
homepage and as I'm looking at like
latest guides and articles this section
here this is all fine there's a little
snippet there's a date so that you know
it's pretty recent
there are beginners guides and buyer's
guide so some category specifications
here and just things look pretty good
high quality images they all look pretty
like stock images to me which is fine it
does look almost a little too polished
for me but that's not necessarily a bad
thing it just depends on the look that
you're going for so as we scroll down
this all seems fine and this nice custom
action box here so are you new to roof
boxes start here that's fantastic so
will I'm gonna go ahead and open up this
tab here we'll come back to it in a
second though as we have a look here at
the Amazon disclaimer down here so
pretty standard disclaimer I do like to
have those like pretty prominent in the
footers and currently we'll see what
Alex does for his reviews but after I
went through an Amazon audit I actually
put a before I got audited I put the
disclaimer at the top of every single
post you don't know how someone is going
to consume your content and it could be
it could be argued that if it's in the
footer that it's hard to see so I just
want to make sure from an FTC Federal
Trade Commission perspective my
affiliate disclaimer is like within the
content right where you can see it so
this is fine and there's a little bit of
a menu down here and then the recent
guide so that's cool there's a little
copyright notation at the bottom which
is great and then there's a link for the
specific theme here I usually pull that
out because it's just you know providing
a link in the footer on every single
page to the theme which really helps
them but doesn't help you and there's no
good reason to put it on there in my
opinion so before we look at the roof
cargo box beginners guide I am going to
look at the about Us page and the
contact page and as those are coming up
one of the things I would potentially
add on the home page is a small snippet
of the about so I do like to have just
on the home page maybe you like near
near the top or one of these sections to
have like a small about Us page so would
just have a little bit of information
actually this hits close to home
my dad just sent me a text earlier like
30 minutes ago
he just got a cargo box we're doing a
road trip this summer driving up to
Alaska and he got a cargo box for his
Explorer so that was kind of cool it's a
big big cargo box so we could put junk
up there or whatever we're gonna do so
the important part here and the hallux
hits all the beats we like road trips
here's why we're creating this site
here's the information you can expect
here are the types of content we have
and that sort of thing he even puts a
picture of himself there with an actual
cargo box so you get the idea that he
actually knows what he's talking about
so this is perfect this is like exactly
what you want to do for an about page
and you know notice if you
thinking what do I put in the about page
this is what you do this is exactly
perfect and you have links to other
places to look so it serves its purpose
really well and it helps people you know
if they happen to look at the about Us
page it points them towards helpful
information so I usually look at all the
admin site their pages first and we have
a contact us form here so that's fine no
issue there and yeah pretty
straightforward at this point in time
I usually just forego the contact form
and the page even though maybe it looks
nice and I just put like an email
address either on like the about page or
maybe even the footer sometimes just so
it's like if you need to get in touch
with me here's an email address you can
get so moving on from there we can now
look at the actual content here so the
beginners guides they tell you you know
why you would be there
I do enjoy the search bar here in the
menu which is cool I've actually tried
to figure out how to do that before and
I don't know how to do it there's also
one in the sidebar which is fun as we
scroll down we see there are I guess
it's like the category beginners guide
so we will hop into one of these
specifically because we want to look at
those and like critique it that's what
we're here for
I'm here to tell Alex what I don't like
about his site so that's always fun I do
love to criticize people so he has a
featured image at the top and you know
looked you know it looks good it looks
very professional it's a stock image I
believe from probably the manufacturer
or something like that
and one can argue right there's two
schools of thought here you have a big
image at the top to let people know
they're in the right place or right or
the image kind of takes up space and you
can't get to the copy or you don't see
the copy as quickly so I kind of like to
forgo and not have a featured image but
instead have the copy begin right away
and have a half with
image just like this which is perfect
this is a you know pinnable type image
and you see the little Pinterest logo
pop-up so it's easy for me to pin here
and you can see that he gets right into
the copy here and this is what you know
potentially it would look like without
the image at the top and it's like the
copy is above the fold right you see it
soon so it's totally up to you I haven't
done in a like a be testing or any
analysis on which one is better but I
usually just stick to no featured image
and just jump into the content right
away now I'm gonna gonna read this here
I'm gonna assume that hallux checked it
and it you know looks good and I know
he's been working with a Content company
so I'm assuming he went through and it's
it's pretty good I'm gonna talk about
everything else so when I see this I do
notice that there's no affiliate links
so far and these paragraphs are super
long and this is kind of how I look at a
site like I don't read anything I just
kind of look at it and observe how its
formatted and what I see here so in
general there are a few issues that I
have so I think you know not one thing
to note so what is the best rooftop
cargo carrier this seems to be and you
know a type of ERISA piece of content
that is affiliate orient and it doesn't
seem like it's informational so a couple
things I don't see that many affiliate
links like just initially so I'm
hovering over this that doesn't seem to
be an affiliate link be sure to check
out this is a link here and it goes to
another buying guide section okay and
then
other section here okay so he's sending
us to another beginner guide and then
there's flaws in the soft root rooftop
carriers okay so as I look at this
maybe the intent of this post is not
selling anything maybe it is a page
where someone lands and then they want
to navigate somewhere else however if
that is the case then you're not gonna
make any sales on this page so I'm
looking at the wrong one however I would
encourage Alex to number one make these
paragraphs shorter what the heck is
going on how many lines is that that's
bananas all right and then we get here
and it's like a wall of text alright so
that needs to be like shorter as far as
like the size of the paragraphs the
length of the paragraphs I like to go
for like two to four lines so three
lines on average for the length of a
paragraph and of course that depends on
the width of your content that depends
on the size of your font and the space
the vertical spacing and all that stuff
but basically just make the paragraph
shorter and that is going to help
readability a lot further I would add a
few more images in here maybe some
vacation images you know take your car
out Alex take some pictures just with
you and the family or whatever you know
park it on the beach park it in the city
like show yourself using your roof box
and I like that authentic look
personally and it shows that you're an
expert in the topic area so I would also
add potentially like a table this this
is actually perfect for this so maybe
add a table where you mentioned like the
pros and cons of the hard rooftop
carriers the soft carriers and other
factors that you may consider and in
that table it's just a comparison chart
just informational and that could be
helpful so a table I would also add
ordered lists an unordered list just to
break up the text and
make it more skimmable and readable and
I believe that these images here if you
are pulling these from Amazon then via
the API then you would need to make
those links to Amazon that's part of the
Terms of Service if you're pulling the
images from somewhere else then you just
got to make sure that you have copyright
permission to use those images so you're
not supposed to pull them from the
manufacturer unless you have permission
so just keep that in mind and again just
all the paragraphs are super long so all
that said that's all about formatting
the other thing is I would even if the
goal of this page is to get people to
the other guides in other parts of your
site I would still put some affiliate
links in here maybe you pick like the
best one for each type so a hardtop
carrier versus a soft-top carrier and
you put put your favorite one for each
one of those so that someone has a
choice at this point well alex is you
know from a usability perspective right
if someone lands on a site and they have
to make like eight clicks before they
can buy anything it's it's gonna be bad
conversion percentage versus like
one-click purchasing of course you can't
do want to click purchasing but you can
make it a little easier for someone to
get to Amazon and for that cookie delay
right that's that's what we want well
actually I mean we don't care too much
what they buy at Amazon once someone
gets over to Amazon Amazon is awesome at
converting and showing people products
that they want to buy products products
that they've been browsing for recently
and so on so I would recommend and
typically I do this because I saw the
wire cutter and other big sites do this
but in the first you know block of text
in the first hundred hundred fifty words
put a link for your favorites like your
your top choice for a cargo carrier
so you end up with hey or you in a hurry
here's my favorite rooftop cargo carrier
because it's the perfect size for me and
the fam
durable check it out on Amazon quick
straight to the point you give them a
little bit of a reason why you like that
particular product and for someone who
is in a hurry right you qualify them you
ask them from a copywriting perspective
it's the perfect thing to do you ask
them you know alright is this you and
are you in a hurry and do you want a
cargo carrier
and if they're thinking yes that that is
me then you tell them check out this
product on Amazon I mean whatever okay
so let me follow one of the links here
and see what you got going on in the
buying guide okay so here is the
category page for the buying guide we
could see that here and as we scroll
down I will just arbitrarily pick one of
these that seems a little bit
interesting I wonder if there's one for
the Explorer I mean that's that's like
the one my dad got so I don't know these
are I mean there's no American cars on
here oh they're okay dodge alright okay
okay well will do I do like the MDX so
we'll check that out
all right scrolling down so M DX roof
cargo box guide and as we're scrolling
down this is more like what we want to
see a little bit shorter paragraph still
a little long in my opinion so I would
maybe make him short a little bit
shorter and the thing is I mean it's
just a visual thing and if if you make
your paragraph shorter it's not like
it's going to change the world but from
a readability perspective I believe it
will help and okay you have all this in
bold duh
okay we got the unordered list here
beautiful green checkmarks I like that
so here are some of our favorite blah
blah blah excellent so you have a very
nice looking table here it looks
wonderful
you have the product along with an image
and you have your affiliate link there
so it's yeah this looks really good you
give some information about the product
so someone knows like what's going on as
far as like the size and volume the
opening I know when my dad was checking
out these products he was like ah you
know you could open from both sides or
you have to get in the rear or whatever
so there's all these different kind of
options here now the one thing that
could be a little iffy is this rating
here so the rating may not be allowed
it's vague but I recently went through
this Amazon affiliate audit and I know
that the there are certain things that
you can't just put on your site unless
you're pulling it from the API so I
don't know where you're getting the
information but the stars do look good
but you're not allowed to like state and
hard code like the number of reviews or
the star rating from Amazon or anything
like that unless you're pulling from the
API so if you're pulling this from the
API then it may be okay I have heard
people say that you're not allowed to
pull that information and one must
present it as it is shown or as it is
pull
from the Amazon advertising API and if
I'm losing people I'm sorry it does get
technical and there are some rules in
there and if this doesn't make any sense
then just know that what I do is pick
some other rating system that is not
five stars so you can do 10 bananas or
you can do 10 stars or we can do a
rating one out of a hundred or one out
of 75 whatever you want to do but you
know one out of ten is pretty good one
out of a hundred is pretty good those
other ones are just weird I was just
making that up but you should
potentially come up with your own rating
or you can make it very clear and say
editor's rating here you just have to
make sure and now I could scroll down
and there may be a little okay so
sometimes if you're using a plug-in
beneath the table beneath an area where
the API has been used you will see a
little a little bit of text that says
pulled from Amazon and then it lists the
time stamp when it was pulled typically
I think you're supposed to have it
within like 24 hours or something and
most plugins like Emily's pro or ez Azon
or AWP they will pull it like real time
so it's like updated within whenever the
page renders okay so that said this all
looks really good I would just this
column here the rating column is one
that I would potentially like specify
that it is not the Amazon rating the
other thing that I would suggest is if
it's possible to add text like you have
the title here or the name of the model
I would say like you some copywriting
right and say check the latest
availability at Amazon or check the
latest pricing at Amazon something like
that where you're telling the visitor to
take an action right you don't want to
leave this up to the individual
scrolling through and they're like I
don't know what to get you want someone
to see it like oh yeah I do want to get
more information I want to see the
details
this available on Amazon what is the
price or whatever and that sort of thing
now I know some folks out there thinking
hey Doug wouldn't it be great to put the
price in the table some people like to
put the price on their site I personally
do not I like to have that curiosity so
a person does not know how much it costs
and that they would need to go over to
Amazon to check out the price in fact I
use the copywriting like technique that
I just mentioned where I tell them hey
check the price of blah blah blah at
Amazon because there's a curiosity gap
I'm pointing out that there is not
pricing information here and then
they're thinking wow what is that price
and then they can hop over to Amazon
they get a cookie and then you know
Amazon does its thing
alright scrolling down again we got
these long paragraphs so just break them
up a little bit we do have an image here
and we do see the little the little
finger showed up on the cursor you know
everybody sees a little finger they're
showing up so I know that that's a
clickable image and I do see that that
is an affiliate link so great however I
bet Alex that there's a pretty solid
chunk of your traffic that is mobile or
tablet based right and they're not using
a cursor and that said a person would
not know that they could click on that
image they just don't know and I mean
someone could accidentally click it but
I think when you're scrolling through on
your phone looking at a site are you
like trying to click like every image
that you see to see if you can do
something no no one does that so what
you should do alex is put a caption in
here that says click the image to see
the latest pricing at Amazon again don't
rely on the visitor to figure out what
to do tell them what you want them to do
to remove any sort of like like I guess
the mystery of what you want them to do
just tell them and again from the
perspective of you know half your
traffic or 40% of your traffic or
whatever is mobile or tablet or whatever
like they won't even know that they
could click on that image and it's a
waste okay scrolling down it's cool that
you do have
video here so that looks good you have a
button check the latest price on the
blah blah blah perfect and this is what
I've been talking about like throughout
some people do like the buttons but
sometimes people get intimidated by a
button so I usually like to have a
text-based link where it is more like
curiosity based and not much further off
than what you got here this is not like
Buy Now or anything too aggressive so I
like this pretty well but you could
experiment potentially with just text so
that's totally up to you I don't have
any specific data and some people have
said I put buttons on my site and then I
make more money now and then other
people can tell you the opposite story
and they say I removed all the buttons
and I put text links and then my
conversion rate went through the roof so
you have to test and you never know but
I would say you know maybe put you know
some text-based link in between the
paragraphs here make it bold Center it
up you know call it out a little bit you
could also actually one of my best sort
of conversion techniques and copywriting
ideas is around putting a text link
where it says check or read the latest
reviews from owners at Amazon and then
you could link to the review page for
the product I mean it's literally what
information people want to get I mean
they want to understand is this a good
product in this case will it fit my like
roof-rack is it going to attach is it
too big am I gonna have an issue with
this okay scrolling down yeah it's
looking good I mean I have the same sort
of feedback for each of these I would
highly recommend two main things so
again we have like two big fat
paragraphs for each one of these
products I would highly suggest like
putting some bullet points for each one
like hey here are the features for this
rooftop cargo box here are all the
features cool
I would highly suggest putting pros and
cons as well so it's I feel like it's
more credible if you're able to say
what's bad about a product as well even
the you know highest quality products
even the most expensive the best product
in whatever field right whatever niche
whatever category has flaws like it's
just the way it is so even like your
most favorite product has flaws and you
know even if it's perfect
maybe it's super expensive so you could
list that and again it brings
credibility because one thing I noticed
when I was hiring writers to do content
for some of my early sites was that they
would say every single one of the ten
products that they were reviewing were
great all of them were flawless and they
were really good I never asked them to
write anything like that I was just like
write a review and now I tell them be
sure you write a couple negative things
about each of the products if it's a
great product maybe yeah it's a very
short list but there's gonna be some
cheaper products and those cheaper
products are not going to be as good so
feel free to write negative things about
the products if you know there's
evidence to it I mean the fact is you
know if you're getting a you know $300
cargo box versus like a you know forty
dollar softcover like basically duffle
bag that you could tie down to the top
of your car like one's better than the
other right those are not equivalent and
it's okay to put that in there now I
didn't read the content here so I'm not
a hundred percent sure maybe there are a
couple like negative things mentioned
here but when you call them out in like
a pros and cons bulleted list that's a
great way again from a skimmable
standpoint someone can scroll through
they kind of see what's going on
they understand like oh this one's good
because it's cheaper but it's also has
like flimsier mechanisms or whatever so
overall that's my take a couple things a
couple other things that I want to point
out so that was sort of the content
teardown
a few things that I want to mention so
there's links to a related post here
that's cool that's good to do it's good
to have interlinking throughout this
site I would highly encourage you to put
more internal links kind of like the
post that we looked at before over here
wherever it was right I don't remember
so put inter links in the content not
just at the bottom but also within the
content so you don't necessarily want to
like distract someone and get them away
from the thing that they're trying to
figure out but from a just interlinking
on your site perspective it's a good
thing so having those links is good and
having it in the text I believe is a
little better than having it at the very
bottom now I do both by the way the
other thing that I think would be great
is at the bottom so you have a related
post here but I think maybe even before
that you put a section that says like
resources and references and further
reading or something like that then you
can link to the manufacturer right to
show that you did some research and you
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