Step 2 – Follow The Rules of The Game
Time for a little bit of free advice for you and your website, especially if you happen to be an affiliate or a licensed dealer for a larger company.
There are definitely some positive aspects when you work as a dealer or an affiliate for a larger business or brand. You gain the instant recognition and the branding power built by the advertising dollars that have already been spent. You also usually have access to their marketing teams and some of their infrastructure in order to help develop and grow a web presence for yourself. Oodles of content, images, videos and more marketing materials than you would likely know what to realistically do with. Usually the conversation with the branding team consists of them telling you that as you build your site and use their assets, consists of being advised to just go ahead and copy what they’ve written and if you have any issues just link people back to their website.
Please, if you’re an affiliate or a dealer for a brand don’t do this.
Having all of their promotional materials, text content and images is an amazing start to your website and being able to promote their product but the last thing you want to do is follow that type of marketing advice. Instead what you want to do is use their text content as a guide and recreate it in a way that benefits your business and it’s location instead of copying it word for word. The images are less of a concern, as you can’t really edit them without losing the quality that some branding companies put into their photos. When you copy and paste your dealers content you’re basically telling the search engines that you’re selling their product – see my content is the same and I have the affiliate links and everything! And the search engines will promptly drop you down the page for that branding term as well, for precisely those points. Regardless of who you are, how large your brand is or how much money you make, if you try and skimp on the rules of the search game then you’re going to lose. Just ask BMW, Teleflora or JC Penny, they all had their own problems of course, but they’re multi-billion dollar brands and the search engines had no qualms about doling out penalties when they were necessary. Remember that with your small business when you’re ready to bring your site online, take the time to rewrite the content to make it relevant for you and your business. Cheat at your own peril.