subject: Content Offsetting [print this page] Content Offsetting Content Offsetting
I have asked in recent weeks to look at some new client websites and I am still surprised at the lack of any real content on these sites. Most seem to have relationship with a third party that are providing a white labelled solution such as a comparison tool. So the site itself, from a user prospective looks good, there is lots of functionality.
But what does the search engine think? If you have been in affiliate marketing for any length of time you may have heard the terms thin and fat affiliate sites. Basically a thin affiliate site is a site, that has nothing but outgoing links to other sites. If you pulled out all the links, what's left is pretty thin.
The search engine looks at a site to see if it adds value. After all the functionality your site may have via third parties, will be available in 500 other places too. What makes your site different?
Currently I would argue nothing. Therefore search engines will not rank it, why should they?
This is where I would like to introduce the idea of "content offsetting". In essence, the idea is that for every outgoing link you have on your site, you "offset" them with a given number of unique content pages ON your site.
Here a small number of things you could add to your website to offset your outbound links. The more unique content you have the more likely it is that the major search engines will come and visit. Think of it this way, the more unique pages you have, the more virtual salesmen you have out there attracting new clients and new opportunities to your business.
Article Archive
Press Release Articles
Tip Sheets and Downloadable Guides
Product Pages
Latest News both about your Company and about your Industry
Examples and Testimonials - Written, Video or Audio
Product legislation Information
In this way, if you strip out all the outgoing links, yes even the ones that are branded in your look and feel, you still have something of value to offer a search engine that is unique.
As an example, for each outgoing link, you could have 5 pages of content relating to that topic before users get to the outgoing link. It is way you are giving the search engine something to get its teeth into.
Do you see the advantages of doing this?
Content offsetting should help you to build a deep rich content site. If you are planning on adding any further third party solutions, and I am not saying you shouldn't. After all why reinvent the wheel. Make sure you offset these new services with content on your own site.
In this way, your site will appeal more to the major search engines, and you will also attract more page views as you educate and provide your visitors with information. The knock on effect of this is that you will make more sales. People buy from people they trust and if you help your visitors to make buying decisions they will use you.
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