hey it's Tuesday teardown so today we're
gonna look at an Amazon affiliate site a
big one in fact they're not just an
affiliate for Amazon they're an
affiliate for lots of stuff we have done
or not we I have done a review on the
wire cutter before I've talked about the
wire cutter but that's kind of an older
one that's out there right so the wire
cutter was part of the sweet home like
brand and they combine sites right so at
some point I think it was a couple years
ago New York Times purchased the wire
cutter and in the sweet home and and all
that stuff from Brian lamb and actually
I heard more recently that um I was like
on a Tim Ferriss podcast if anyone
listens to the Tim Ferriss podcast to me
I caught this too but he was talking
about Brian lamb he he said hey my
friend Brian lamb sold his website the
wire cutter to the New York Times so the
model in the implication there is like
the guy that owned the wire cutter is
friends with Tim Ferriss so I mean he
was an accomplished guy right who knows
what he sold it for but probably a lot
as we get into the details we'll see you
know a lot more information so welcome
in the chat I'm pretty sure we got audio
and stuff working I'm gonna do a quick
shout out and I'm gonna try and get to
the information a little little fast
here we're gonna go through the normal
format I'm going to look at your the
home page really quick before I go
in-depth on the home page I'm actually
going to show you some metrics from Sam
rush so that'll sort of give us a
baseline for the amount of traffic the
site is potentially good getting based
on organic search results and by the way
I'm gonna affiliate for some rush so if
you click the link in the description
and you buy anything I get an affiliate
Commission so I appreciate it if you do
that if not you just see what
information we have here so SEMRush
we'll look at some data and then we'll
look at the home page a little more
in-depth I get a lot of questions
what to put on the homepage and why put
certain things we'll look at the about
page as well right there's a lot of cool
information on the about page especially
for a big site like the wire cutter and
another note the wire cutter and other
sites like it very big sites they are
sort of best-in-class for a lot of
things quite a number of things so not
just you know their affiliate marketing
stuff but the design and the other
resources sorry the design the content
the model the way they're doing their
review specifically in the way they're
reviewing the products all that
best-in-class kind of stuff part of that
is you know they have a big budget
they've been around a while they have a
budget to hire people that are
experienced in certain areas where you
know we aren't
additionally they get so much traffic
again we'll see that in the SEMRush
estimate momentarily I think it's so
much traffic that they can actually test
things so you know folks with smaller
sites you may not get enough traffic to
test things you may not have the
expertise to test certain things so we
can't really do it but what we can do is
see what other sites have done that do
have those resources expertise and the
time and the traffic and all those
things we don't have so we can see what
they're doing and emulate them that's a
pretty good it's a pretty good method
right you could do that over and over
and then as you learn more you can you
know go off-script right you could
improvise after that so the thing is I'm
going to say hello and the and the chat
here we have rose we have a mean few
other folks and let's see there's
conversations here hello what's up
Alexander good to have you on Barry
what's up
we have Duke Duke's wanted to find
moderators thanks Duke I owe you an
email
next week sounds good I'll send you a
link so we could schedule something
indent whisper pool with Angela
Santiago Carl and Albert what
sup alright and I'm seeing some other
stuff if you have other you know I see
Rose mentioned something about backlinks
for the wire cutter and they get links
from other big sites and the the term I
will talk about this at the end but I
don't want to go off tracks off the
tracks too too soon
we will go off the tracks in fact I have
I didn't want to show anything yet but I
have a beer this is not a sponsor and
just happen to you know a man drink a
beer here shortly but from New Belgium
to Abbey I was gonna get the triple you
know I'm into the triple but I'm the
abbey is what they had at the store that
I stopped at on the way home from the
gym so in a few minutes I'll pop that
open when the time's right
the point is something about links and
what the wire cutter is doing is unfair
but you know what in a few like a few
years ago the wire cutter started off as
a single site with a few pieces of
content just like any of our sites by
one dude named Brian lamb and then you
know he knew what he was doing he had
some budget but it was like a dude that
started a website so it started with
nothing so as far as like an unfair or
anything like that
I mean if it's part of a large media
company well then they have resources we
don't have and that's just you know what
we have to compete with so maybe some
people call it unfair but that is
literally the landscape that we're
playing in so there are other things
people can do if they don't want to deal
with it in Bros I'm not saying that you
you are implying that or anything and
you're merely referencing what other
people have said but you know what we
have to compete with big companies right
I have to compete with other you know
YouTube YouTube folks or other bloggers
or basically anything else that anyone
can consume at all even like going
outside by the way I encourage you to go
outside if it's not if there's ice snow
on the ground like there is here but
let's get let's
I'll say hello to a couple more people
got Breanna
we have Bradley we have John and Fritz
awesome okay I'm going to get to the
teardown in just a second I do so if
you're watching now live please give it
a thumbs up helps other people find it
I'll point out a couple links in the
description I'm doing a free webinar on
SEO for niche sites that'll be this
Thursday sign up there's a link below so
you do need to sign up but you won't
automatically like get a notification
it's often YouTube right so it's not on
the YouTube platform hence you have to
sign up for it but if you're interested
check it out all right I'm gonna start
sharing my screen I'm gonna ignore the
chat over there for a bit
mostly I'm probably ignore it mostly and
screen share yeah that'll work
boom okay we're looking at the wire
cutter here as I mentioned this is a big
site and I hope the resolution is
sufficient for everyone it's hard to
tell like how big the screen is and I
don't want to bog it down but I'm doing
what I can here so basically they have I
mean this looks like a web site right so
people ask should you have affiliate
content on your homepage the answer is
not really no you shouldn't try and like
rank your homepage specifically for
let's say you're aiming for best
ballpoint pens right I turned use sort
of small examples like that but if
you're trying to rank best ballpoint
pens
you're better off you know having an
individual review page on that and you
can see you know you should have a home
page that has some categories if there's
some branding there's some other
information on here and we'll scroll
down and you'll see there's a lot on
here it's a little too much for my taste
but we'll come back to that in a moment
but I'll just scroll down you'll see
there's different sections there's a lot
of different stuff that they cover
here pullman garden pets like any kind
of niche hobby crafts money there's all
sorts of stuff in here and then they you
know they have some other navigation
things the wire cutter
I'll read the tagline the wire cutter
not a tag mine but a little information
is a list of wonderful things by Brian
Liam and Friends founded in 2011 and
part of the New York Times since 2016
have a question just ask so as I
mentioned it was started by a person one
person is started off as a you know
smaller site and they worked really hard
and applied a lot of resources and
that's what we're looking at today as we
scroll down there's the about page a
couple other things for navigation but
before we go into the details I will
share the wirecutter overview on some
rush again there's tons of great
information on some rush it's sort of my
go-to for most keyword research I think
you know as far as doing competition
analysis and seeing what keywords you
may want to try and rank for the wire
earth sorry some rush is a great way to
do that sort of analysis because you can
see you could basically download all of
the keywords within reason right you
could download all the keywords that a
specific site is ranking for now one
thing I'll point out here is they give
you an estimate right organic search so
they give you an estimate of three
million visitors per month so that is a
lot of course but that's probably an
underestimate
so because SEMRush uses organic traffic
and organic rankings it's usually an
under estimate by i've seen you know by
50 percent by three hundred percent
three four x like higher right so this
is probably a conservative estimate and
the thing you can see is like how the
wire cutter is moved
right so the rankings like jumped up a
lot here in January of 18 I'm not sure
specifically why perhaps what Rose was
talking about like basically since the
New York Times bought the wire cutter
they have potentially more you know
options to get links where they could
you know call in favors and or have you
know similar their friends and other
companies I'm not saying they did that
but you could imagine there's a big
network that comes along within New York
Times right there's a lot of other web
sites that they own and in my opinion it
this actually like proves that an
affiliate model is good right there's
media companies they used to sell
newspapers and ads and stuff they
realized that affiliate marketing is
better than their business model so
they're buying websites so that's a good
thing in my opinion it proves the model
now as I mentioned you can download the
organic keywords now 1.6 million is
essentially unusable in fact like
anything really over 10,000 is like
unusable there's too many to look
through but you can you know check out
the full report and then start filtering
this is one of the great features in
some rush I mean they're ranking for 1.6
million keywords that's too many so you
could filter and just say like best for
example and then get all like the money
keywords which it'll narrow it down
quite a lot here hopefully so it I mean
it cut a lot out cut out like a million
other keywords that we don't care about
and further so one one little thing we
could do this sort of fun let's say
we're looking for keyword golden ratio
keywords so we could include let's
search volume that's less than 250 all
right hopefully everybody's following
along if you're unfamiliar with the
keyword golden ratio you could watch
maybe there
links in the description for the
playlist but if not you should be able
to find it on the channel so oh and they
lost my they lost my other filter here
so let me see if I could apply these
both together without messing anything
up here and it looks like I don't know
how to use the tool which may be true so
let me add one more one more thing
alright sorry I haven't done that in a
couple of couple days here alright so
I'm doing two filters at the same time
and basically we're looking for under
250 using the word best and we've
narrowed it down quite a lot not as much
as I hoped but let's say we're doing
like some deep keyword research we're
only looking for volumes less than 10 so
we want hardly anyone to be searching
for it because we have so many I should
have tested this before this is live
folks so alright under 100 Oh gotcha
gotcha gotcha
okay so 600,000 we're getting closer but
you could play with the filters get
something usable and then you're in good
shape so hopefully that was useful some
rush is a great tool it's not the only
one you can use and if you just need
search volumes I recommend something
like keywords everywhere or keyword qeq
alright so next let's look at the about
page and they have the you know normal
header here so this is the same header
that they and navigation that they had
up here alright so it's similar to that
that's cool
and then they say they support our
readers with thousands of hours of
reporting and testing to help you find
the stuff you need in order to live a
better life that's their mission they
even bowled it so find the stuff you
need to live a better life you support
us in the through our independently
chosen links which earn us a commission
read more about what we do so that's the
page were on now and I'm not going to
read everything here it's a little
long-winded but it's very thorough you
know sort of the quality that you would
hopefully expect from the New York Times
right so as we scroll down they say yep
are do the affiliate Commission's make
you biased and he says or they basically
say no they say they test it and they
they really want to have the trust from
their readers and if they recommend
something because they were lazy or
biased readers wouldn't support that
work so basically they're upfront they
say they get Commission's and they say
they're unbiased though and it's pretty
straightforward right so they keep it
fairly simple even though like I said
it's a little bit long-winded but they
have all the details in there they
mentioned that they were acquired in
October of 2016 by the New York Times
and they say they do vigorous reporting
interviewing and testing by teams of
veteran journalists scientists and
researchers and that adds a ton of
credibility so when we step back when we
step back and I'll come back on the
screen when we step back and we think
about you know the other about pages
that I talk about and they say well you
should present some sort of credibility
if you can write so if you are you know
some sort of a scientist let's say
you're an audio engineer right let's say
you're an audio engineer so that means
you probably have good insight on stuff
like microphones and audio whatever so
you know you could put that on your site
so if yeah if you're if you have like
podcast microphones and stuff like that
well then say you're an audio engineer
and you know what the hell you're
talking about right totally makes sense
do that kind of stuff however if you do
not know what you're talking about but
you're just learning so for example I
just started making a kombucha right I'm
an experienced homebrew home brewer of
like for beer right so I brewed beer at
home however I'm just getting into
kombucha the interesting thing right is
I'm I'm not researching at a ton or
anything like that but if I were to have
a kombucha like fermentation kind of
site info site I could talk about like
how I'm a pro
you know making it I'm learning a bunch
and I'm distilling the information to
you know people and by the way I happen
to have been a very good home brewer
I've won awards I'm a judge I've taught
classes and I know how to taste beer and
you know ferment beer well and I've made
a lot of I've made other you know
fermented beverages too so I have some
level of expertise even though it's not
directly related to come bucho now I was
getting into something else that I'm
like I really don't know anything about
say like charcuterie right all right I
guess I'm into weird stuff but let's say
that's like making sausage and stuff and
like curing meats so obscure thing but
let's say I'm wanting to learn about
charcuterie then I can say hey I'm
learning about it I'm just a couple
steps ahead of you I'm doing all this
research and I'm documenting it on my
site and occasionally I make you know
product recommendations that's the way
to frame it so as I mentioned we're
going to this big site owned by the New
York Times we see what they're doing but
then we have to take that and then move
it transfer it see how we can implement
it on our sides so that you know we're
approachable right and we have some
credibility even though we may not be an
expert on the specific topic does that
is there anything about that that
doesn't make sense let me know in the
chat or leave a comment leave a comment
all right I start sharing my screen
again I think yes there we go
all right so this other review that
we're going to take a look at so again
we see a common header right we have the
wire cutter the logo we have a search
bar here and then the different
categories
then they have their little disclaimer
essentially I mean they say they earn a
commission right up top and they say in
a classy way and if you want to know
more
it takes you click this you know and it
takes to the about page so I arbitrarily
chose this one which was updated just in
the last couple days and we see it's the
best gear for building your home theater
and I thought this was an interesting
one because it's not just a specific
product right it's not you know best
projector it's not a best surround sound
system for your home theater it is the
best gear for building your home theater
so we're looking at this because it's
you know it's potentially you know a
great keyword however they're taking a
concept a system a Fiat a home theater
system and then they're going to tell us
I hope
all these different components that we
could put together so that you get a
couple cool things with that so what if
someone's putting together home theater
system less stuff's expensive like every
piece of it is expensive just the idea
of home theater systems is a big sort of
commitment right one would do a ton of
research and we could see you know the
little scroll baller bar over here is
small I'm not sure if you can see that
well but the scroll bar is very small
there's a lot of content we may not even
get through the whole thing the point is
they could recommend a whole system of
all sorts of different stuff and it'll
serve as like jumping-off points I
suspect I'm not a hundred percent sure
we're looking at this cold all together
I suspect they're probably gonna link
out to a bunch of their other reviews
for like I said projectors or you know
cables that you may need to buy for a
theater system and so on alright so as
we scroll down we'll just see what we're
doing so quickly
you know couple quick notes here they
show the update the updated date so that
we know that they're on top of it we
know it's up to date I like to do this
for a lot of my posts as well where I'll
just you know if I make an update
I'll put when I updated it so it's it's
more recent they tell us what was the
most recent update as well so they
updated a tree HDMI cable section with
new pics from Amazon basics and
monoprice now that's a interesting thing
to note so we have Amazon basics and
then monoprice I'm not 100% sure what
that is but we'll scroll down and maybe
we'll learn so as we scroll down one
thing I'm a little surprised with is a
lot of times they'll have a call to
action early on now the difference
though is this is about gear for your
home theater so the reason why there's
not a call to action right here right
now is because they don't know what
you're trying to find out yet right so
someone lands on your page because your
search they are searching for best
ballpoint pen well then you know they're
looking for a ballpoint pen right but if
it's gear for your home theater well
we're not 100% sure so let's keep
scrolling down now they mentioned almost
all the recommendations are available in
the home theater TV and projection
categories but it's not totally clear
how everything fits together so this
guide compiles everything you need in
one place along with some new reviews of
projector ceiling mounts and so on so
it's very interesting as I mentioned
they're talking about a system and they
they are pointing out you can get deeper
information in these other spots but
this review right this tells us how it
fits together so they explain why
they've divided it up like this now we
see they have a an opt-in box here they
give you a couple options about you know
what you want to receive they don't have
to have like a
for strong like call-to-actions just
keep up with everything from the wire
cutter it's just hey
that's it you know they're not giving
use any sort of content upgrade or
anything like that now as we take a look
they do have a navigation so because
these reviews are so long on the wire
cutter most of the time they will have a
table of contents and essentially they
have each of the sections here so this
is an interesting way to put the content
together again they have all of these
you know covered elsewhere but they
realize they could put one piece of
content together they covered everything
that could be useful you can see that
they put some thought like you would
imagine a you know a media company they
put some thought into how to organize
the information so they talked about I
guess an easy way an easy way to sort of
explain it it's not as intuitive as I
would have thought I was gonna say you
need to have the receiver then they have
this speaker so that's good and I would
have maybe expected as the soundbar to
be in the sound section so right in my
head I'm like anything related to sound
should maybe be close to each other and
then maybe not so they have you know
compact speakers as well so maybe you
know they have an opportunity to change
like where things were organized
now they maybe they're adding to it or
maybe they're moving things around or
something and one interesting thing
right so I would put all the cable stuff
together so you have HDMI cable wireless
hdmi kit speaker wire surge protector so
that makes sense and I'm sure they did
their best but perhaps that's an
interesting way to organize it or change
it up so let's take a look at
what's arbitrarily choose sandbar so we
skip down to a specific section and then
we see they have a nice call to action
they have a picture of the item which is
an affiliate link and then they have the
name of the product which is an
affiliate link and then they have a
button also an affiliate link so you
have three different ways and some
people are just drawn to different types
of buttons or whatever so it is useful
to have different options like that
now as we scroll down you see you know
they kind of tell you about the the
product they give you another affiliate
link here so for people who want the
best audio out of a simple package the
paradigm soundscape is our pick for the
best living room home theater sound bar
okay a couple things to note there so
they have the affiliate link here and
then they there that's a key word right
so the best living room home theater
sound bar that's the key word right so
they have that and then they also have
best sound bar for living rooms
that's the subheading there right so if
you want to check to see if a particular
thing is a subheading you can inspect
the element and then we'll see that is
it's an h2 right so it's an h2 I'm not
sure if that's hard or easy to read I'm
sure it's small but that's an h2 heading
so we know that you know it's a sub
having nothing crazy about that I mean
you can tell that it's bigger but if you
were curious to see if it was h2 or h3
that's how you do it and as you scroll
down they give a little bit more
information of course they have you know
a way to break up the text I'm a big fan
of breaking up the text and they do it
with you know they're called action box
they also have generally small
paragraphs its bordering on that you
know sort of long I've seen I would kind
of preferred
have sentences that are or paragraphs
that are like four lines or so but
that's just me that again they obviously
know what they're doing they also have
these pull quotes here which is a nice
formatting thing and they you know most
likely they just pull the quote from
somewhere within the body of the text
here and then they just make it a little
bigger and it breaks up the text a
little bit it's just a little bit more
pleasant to read they give you another
choice they say also great is the Sonos
playbar so they say the paradigm is
their first choice they say Sonos is
pretty good and it's about half the
price it's a little bit less than half
the price so that's one of the things
that the wire cutter does as well right
so they give you a couple different
options they say you know here's the
premium option so number one choice then
they may give you like here's the option
for someone on a budget or here's the
option for someone doesn't apply here
but let's say it is some sort of a
camera like here's a camera that you
know it's the best in 4k but it's huge
and really heavy so if you're gonna be
traveling you may want this other option
that's lighter and you know easier to
pack if you're traveling so the wire
cutter it must always give you a few
different options and they tell you like
what type of user you should be and that
is a great way to classify and have
different offers different products do
you recommend on the same page so as we
scroll down great so it looks like I
know what I'm talking about they have a
budget pic so a good budget sound bar so
as I you know as I'm scrolling down I
like to have good audio but honestly I
don't like to have like $1,500 worth of
good audio I don't really care right now
I don't have a theater system or
anything like that I watch stuff on my
phone most of the time to be honest with
you so I don't really care in fact I
wouldn't spend $700 on a sand bar either
two fifties even a stretch I really
don't care about audio that much so I
guess everyone's learning something
about me here but again they give you a
budget pic and they probably wouldn't
have anything it probably doesn't get
lower than that they probably don't have
anything where it says like for Doug who
doesn't give a shit about the audio at
all I doubt it but maybe so as we scroll
down they give you more information okay
so I'm gonna pause for a second I'm
gonna come back to the screen and I
think that's key and I'm just gonna
highlight kind of what I was saying
there so again the wire cutter is a big
site and they have a big budget they
have plenty of time I mean they I think
probably purchase and/or use most all of
the products that they're reviewing I'm
not a hundred percent sure if that's
true they didn't it didn't seem like
they pointed it out in a very like
distinct way on the about page but it's
a very big site they have professional
journalists doing the writing however we
can still take something very valuable
so the thing that you should take away
here is they are reviewing a few
different products and they're they do a
high price they do a medium price and a
lower price they describe it in you know
not that like vocabulary but it's like
the premium option the top tier option
something like that and then they may
talk about you know for like another
all-around choice right I think that's
what it says a great for the Sonos
playbar it's a great multi-purpose
soundbar right so it's like yeah that
sounds pretty good my multi-purpose it's
not nearly as expensive and if you like
looked at the features and stuff then
you'd probably feel pretty good about
like how it compares and it's like a
minor nuance even though the other one
the paradigm is like 1,500 bucks the
Sonos is like 700 right
so further right you may and the reason
why I'm pointing this out is you may
think it'll be really good if I only
offer the most expensive option on there
it probably isn't right
you should give different options I have
a friend he always buys like the most
expensive whatever thing you could get
whether it's like you know I remember I
went to a beer tasting event with him he
got the VIP thing so he got like a
couple other beers and a little you know
section there was a section of like
where no one else could go except the
VIP he paid like extra money for it
because he wants to be like a VIP when
when he's buying like a product he will
get the paradigm version because if the
best one and like there's some something
he likes about having like the best most
expensive whatever it is I don't care
that much I mean I'm more practical and
pragmatic just in general so for me like
I said it's like if it mostly works like
I'm usually pretty good with it if it
lasts like I don't want things to break
so you know generally I go for good
enough there are some things right where
I'll spend a little extra money beers a
good example right a consumable often
spend a little more money on it now the
thing is you want to give people options
and then you want to describe like who
it's for and that helps people like
figure out which box they fit into and
how to compare them now the big thing
that I believe that the wire cutter is
missing at least in this specific you
know sub section of this one article is
tables right they don't mention they
don't put stuff in tables where it could
be a super simple one where you just
have like the name of the product the
type of user is for and then the price
and that's it right maybe a picture in
there you know you don't have to make it
complicated but it'd be cool to see in
the grid and the reason why is these
sections are so long did you have to I
mean it's like a you know three pages on
sale
bars and I can't I literally can't see
it all together in one screen I'm
scrolling I'm like was it the Sonos or
was that the paradigm I can't remember
but if they put it in a table sort of
like at the very top of the section or
at the very bottom I think that could be
interesting
tables are you know really popular there
are plugins and businesses built you
know solely on table plugins right it's
it's a thing right so people say they're
pretty good and it does beg the question
here and I'll reveal something I don't
use tables that much so we all talk
about tables and I believe it's a great
way to present information in a small
section but there's a logistical thing
where I had you know I was publishing a
lot of key word golden ratio content and
I had a decision to make it was going to
take time to number one train my editor
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