There are a number of different techniques available to affiliate marketers. One strategy is a group I refer to as “niche-domination affiliates” because they strive to dominate an affiliate niche through a targeted portfolio approach.
In this post I’ll go through the niche-domination strategy in a little more detail.
What is the Niche-Domination Strategy?
The niche-domination strategy is a portfolio based approach to internet marketing. The idea is to develop a network of sites that all relate to the same topic, and promote the same product or set of products.
Unlike other portfolio-based approaches, such as the micro-niche strategy, niche-domination occurs when an individual or company creates a number of sites within the same topic area, and attempts to leverage different angles on a topic in order to rank multiple sites. By contrast, the micro-niche strategy develops targeted sites across a variety of small niches.
The typical structure of a niche-domination approach is often similar to a link network approach, in which some sites are given higher priority than others. Under this setting, one might have 1-2 primary sites, with a larger number of smaller sites covering different topic angles and pointing to the larger site, functioning both to “cover their bases” for a variety of keyword types and user-profiles, as well as to “juice” the ranking of the primary sites with relevant link pointers.
Pros and Cons of Niche Domination
The pros of niche domination are fairly straightforward. The ability to rank multiple sites well for similar keywords means that you’re going to be generating a high percentage of clicks within that industry.
Done well, niche-domination approaches will often have 2-3 different sites rank on the first page of Google for a keyword. This increases the probability that a user will go to one of those sites as opposed to one of the competitors. With a higher percentage of overall users finding one of the portfolio sites, it makes it far more likely than when a user is ready for a sale, he will find one of your sites to click from.
The downside of this strategy is that it can be extremely difficult to pull off effectively. One main concern is that the marketers expends too much effort creating what are basically competing sites. Rather than rank one site higher for a certain keyword, he ranks multiple sites lower. It is not clear that having multiple lower-ranked sites provides more traffic than had he simply focused on one larger, authority site.
This also hints at a second problem: successfully following this strategy requires a lot of effort geared towards a relatively small number of products. Not only does this reduce the total potential market the affiliate could be targeting, but it makes his entire portfolio susceptible to changes in that specific market. If overall searches were to trend down, or one of his primary products were to lose popularity, all of his sites would suffer and his business would be significantly affected.
For these reasons, I don’t personally see a lot of merit in the niche-domination approach, and would prefer to invest in building an authority site for a given niche. However, if you do decide this approach is right for you, it’s important to remember that, like the micro-niche strategy, you should start with 1-2 sites first, iron out your process, and then scale your business.
Nothing’s worse than trying to expand too quickly and failing on all fronts. The point is simply take action one step at a time. Check out this free affiliate training to help guide you through the process.