At A4U Expo Martin Mc Donald talked about site architecture for Affiliates. The title might suggest it would be a very technical presentation, but in fact it was much more about getting affiliates to change their attitude.
There have been many Google Updates over the past few years, with Panda and Penguin of course sticking out. According to Martin McDonald, the way we are looking at the Google Updates is wrong. SEO’s act reactively to Google Updates like Panda. That is the wrong way around.
The first reaction to an update is panic. Affiliates say “Why have I lost all my traffic?”. When then asked what they have done it becomes clear that before they copied the hotel descriptions and ranked. This doesn’t work anymore. (more…)