Building A Niche Site Part Four – Content and On-Page SEO

Hey boys and girls, it’s time for another episode of building your niche site brought to you by me.  Awesome right? :)on-page seo and content for niche site

In this series I am documenting the steps I am taking to build an Amazon review site.  Here is where we are up to now:

1. I found a product to promote on Amazon and checked the keywords for it

2. The main keyword for the product has alot of searches

3.  I checked competition for this keyword, and I think I can rank it top 3 of da GOOOOOG

4.  I found a suitable domain and bought it

5. I ordered the first article on for the first product review

You can read about these step in part 1.


6.  I installed my WordPress theme and plugins

7. I uploaded the first article I ordered

You can read about these steps in part 2.


8.  I found 6 more products and related keywords, and ordered content.  I now have a total of 7 product review articles, with one or more keywords targeting each page.

9.  Content ordered, delivered, and added to site.  One article was added every 2-3 days.

You can read about these steps in part 3.



First I want to go over the content that I created.  Although I did outsource the article creation and added that initially to the site, there are changes I did make to the content.  The first important thing I wanted is articles of at least 1000 words.  Now you might be thinking ‘what kind of content are you building?’  Well, the answer to this is simple:  if you were doing research on the product, what info would you want included?  What we are basically doing with these review sites is saving the visitor hours of their own time of doing research by combining all of the best and most accurate information about the product possible and documenting that in your article.

While the content I ordered is good quality, it is still not up to the standards that I need.  While it’s certainly possible to find a writer that will deliver to you an article that is exactly what you want, it will be expensive and quite honestly a bit difficult to find.  While I admittedly haven’t really looked so hard for someone to be able to do this for me, I would expect to waste some time and money to find someone.  But once I have this whole Amazon niche site process down to a science, I will explore that option.

My end-goal is to be able to get some sites up the way I want, and then be able to outsource the content creation and site creation completely.  I will show them what I have now, and tell them that is the way I want the next site to be.  Then I will be able to concentrate on other aspects of my business.

So the content should be long, not only because long content is most likely more thorough, but also because the more content you have, the easier it is to grab traffic from long-tail keywords that you aren’t targeting.  So if I am targeting a keyword like ‘rayovac lantern’ … if I have a long and detailed article about it I will grab traffic from people searching for stuff like:  ‘really good lantern’, ‘need the best lantern’, ‘where to go to buy a rayovac lantern’, etc.

Now back to a few details regarding the content.  Obviously you want the features of the product included.  To get details of the product, you can get them from the manufacturer website,  by accessing user manuals, and from Amazon reviews of the product.  Just do a search for the product and go through the results that are already there.  You will be surprised to find that you will rarely find a good review of a product that is so thorough that you don’t need to go anywhere else.  So gather all the information you can get on the product from all these sources and get it all together in your article so it’s organized and makes sense.

While adding the features of the product, talk about the benefit as well.  This is something you will likely not find at all in the sources you use to write the review.  Here is the difference between a feature and a benefit using the same example of the lantern.  That lantern uses 4 watt LED  bulbs.  This is the feature.  These bulbs are very difficult to break, and will last around 100,000 hours so you don’t have to worry about replacing them.  That is the benefit.

And don’t just add all positive stuff about the product.  Include the bad stuff too!  Of course you are trying to bring this product into good light, so you don’t want to highlight the cons of course.  But let’s be honest, rarely is a product absolutely perfect.  Maybe a con is the price.  Or maybe there are just some small things that are more annoying than anything else.  Using the same lantern example, a few of the reviews of that product mention that changing the battery is not really easy.  Is this something you should include?  Of course.  As a buyer, you want to know this stuff.  And if you are reviewing quality products, with a large majority of the reviews being good, you already know the product is high-quality.  Don’t be afraid to add the drawbacks.

On-page SEO

Now I will get into other on-page factors.  What I am going to go over are best practices.  This means that under perfect circumstances, in my opinion these are things you want to do on your page.  But don’t forget about user experience and make sure what you are doing makes sense to your visitor.  So if you don’t get all of them factored into your page, it by all means does NOT mean that you cannot rank well.  Having said that, there are a few on-page factors that I really try to get right.

Keyword density:  Use it as much as you can, but don’t force it.  If you are over 1% or 2% that’s fine.

Keyword variation:  Try to get in at least 5 different variations of your keyword.  So if your keyword is ‘rayovac lantern’, try to use keywords like ‘best rayovac lantern’, ‘lantern made by rayovac’, ‘rayovac lantern features’, etc.  Again this goes back to my points about long and thorough content.  This kind of content should naturally allow for this.

Keyword in the URL:  This is my opinion is critical.  For example:

Keyword in the Title:  Again, this is critical.  Use the keyword in your article title.  You can make this the same as the URL so your title would be:  My Rayovac Lantern Review.  If you can, make your keyword first in your title.  For example:  Rayovac Lantern Review

Meta Description:  There is mixed opinion on this, with many experts saying that it doesn’t have a factor in rankings.  Whether it does or doesn’t, I do it anyway.  When you do show in the search results, Google will bold the keyword you searched for in the description so it will increase click-through to your page.  Just make sure your description is well-written to encourage click-through.

Meta Keywords:  Not a big factor, but go ahead and add them anway.

(NOTE:  As I discussed in part two, I use the Platinum SEO Pack plugin for this stuff. )

H1 Headline:  While this used to be thought as a must-have, recently alot of experts are saying it’s not so important anymore.  Regardless, if you are using WordPress which most people do, the article Title will also have the H1 tag so you don’t need to add another one if your Title already has the keyword.  If you don’t use WordPress, go ahead and add it anyway.  While I don’t think this is a must-have like the Title and URL, it’s close.  I am able to fit this in 99% of the time with no problems.  Again, this is best practice.

H2/H3 Headline:  Not as important as H1, but get it in if you can.  I can usually get this in so it makes sense.

Alt Text in an image:  This one is pretty critical I think and easy to implement.  It’s just best practice to add as many important images as possible, and with Amazon product reviews you should be adding lots of images.  Don’t use the same keyword for every image.  Use your main keyword for one, then your other keywords for the other images.

Multi-media:  If you can use a Youtube video or make your own video to add, I think that is great to do.  While alot of the evidence I’ve seen is merely anecdotal, there is reason to believe that Google is ranking pages better when they have mulitmedia added.

Bold/Italics:   Try to use bold and italic at least once each on your keyword, and other variations of the keyword as well where it makes sense.  Is it critical?  No, I don’t think so.   But again, it’s best practice to do so.

Outbound link:  At least once link out to an authority website which will give the visitor more information on what you are linking.

Internal link:  At least once link to an internal page on your site to give the visitor more information on what you are linking.  This may be a little difficult to fit in with product review sites unless you have other similar products your site that you are reviewing as well.  If you can do it, though, go ahead and link.

There is alot to keep in mind for sure, but just make sure you incorporate as much of this as you can.  I use the Clickbump SEO! plugin just to give me an easy way to check off this stuff, and I talked about that plugin in this post.

While I wanted to get into link building and off-page SEO in this article, it’s already quite long and I do want to be able to hold the attention of you IM’ers with limited attention spans :)

Next Up:

Link Building and off-page SEO.

See ya!


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About Bill Zimmerman

If you want real online marketing tips and tools, you are in the right place! I enjoy building businesses in the online world and helping others do it as well. I've been doing it since 2008 and love every minute of it. I love the freedom and the creativity and strive towards high levels of passion and leadership every day.

One Response to “Building A Niche Site Part Four – Content and On-Page SEO”

  1. Hi Bill , John

    After that initial email I started back at stage one and ended up here after 3 hours

    Loved the content and the details that you covered and wanted to say thanks

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