Monthly Archives: May 2017

Freedom Flipping Podcast Ep 8 – Dominic Wells from

On this episode I talk with Dom from from Human Proof Designs about building niche sites (see this article on authority sites vs niche sites).

[soundcloud url=”″ params=”auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&visual=true” width=”100%” height=”450″ iframe=”true” /]

We discuss:

  • Dom’s backstory from being an english teacher in Taiwan to reading the Four Hour Work Week and started out with affiliate marketing, building and ranking amazon sites and clickbank sites before starting HPD
  • Dom still has income from his own niche site portfolio which he feels is important when selling sites and teaching to others.
  • We talk about how we both started building sites after Google Penguin in 2012, after the adsense days – Dom’s first dollar came from Amazon and was selling Clickbank products
  • Dom generally builds and holds sites but has sold a number of sites along the way, selling assets that he has maximised to someone with a bigger link building budget and to use that 26x up front to invest in other sites
  • Bulk of Dom’s income is selling ready made sites on Human Proof Designs and has built a global team
  • Dom’s niche site strategy is to focus on a main keyword that has at least 1000 searches a month and then build out the site into more of an authority site with info keywords and specific review keywords. They give people every keyword they can find in the niche and encourage people to build more content around more keywords as we’re past the point where you can put up an 8000 word website and it will rank, you really need 30-50 articles with 1000 on average per article.
  • Decision on whether to double down on a site vs building a new niche site is when you get to $1-2/m and think it’s going to be really hard to get an extra $1-2k/m out of it – niche specific and person specific
  • Dom really like to build, rank and repeat.
  • Discussion on best domain name strategy, some customers come to them with their own domain or a domain in mind. Otherwise Dom’s team researches 5 suggestions and then registers one. There is no disadvantage to go broad in name vs exact match name. Moreso if you have a partial match domain it gets hard to build natural brand links and you may inadvertently build keyword links.
  • HPD also offers aged sites that they create and nurture – they also sometimes buy back sites they have built from customers.
  • Talk about benefits of targeting specific countries where competition is less, i.e. Amazon coming to Australia vs just targeting US as default
  • Dom ranks the homepage on the majority of their niche sites for the main keyword with a 2500 word article (used to do it the other way round but then switched to a static homepage) as most of his audience are beginners and it’s easier for them to be able to just rank the homepage.
  • Dom’s approach is to treat categories as mini silos. With their standard 8 article package they will have homepage reviewing top 10 products on amazon based on bestseller ranking then will build out 5 of those as individual reviews on their own pages (linked from homepage which is the money page), along with 2 info articles (that link back to the homepage). This internal linking helps create the authority of the homepage.
  • These 5 review pages are one category, they then advise people to build out more categories. Much easier if people focus on just one category and branch out later, rather than starting with multiple categories.
  • Talk about how link building is a very important and required skill. If a site is brand new Dom is not very aggressive with link building just building branding links (i.e. anchor text is naked or just the website name) from social media or maybe a press release. As the site gets older and get branding links to act as a buffer then gets more aggressive using more grey-hat techniques such as web2.0 or PBNs (dear google I choose not to do this on my sites) as it’s quite difficult to succeed with niche sites (rather than bigger and broader authority sites) without these techniques as people are less likely to want to link to a niche site with a 2000 word money article on the homepage plus there will be less blogs to reach out to. So strategy is to get people to link to the informational pages or use strategies such as ego baiting with expert roundups such as top 10 websites about X niche and then reach out to who you link to, may get a link back or a guest post.
  • To get a niche site to $2k/m will likely need at least 30-50 pages (then take stock and decide if want to build more) and if building 10-15 links at a time, whether using a service or building yourself, will need 3 or 4 waves of that so close to 50 links before your site gets to the bottom of page one, then more to get to the top.
  • Software tools can help as a filter for finding keywords but need to manually verify by looking at the SERPs and see that google is ranking at least a couple of affiliate sites for the keywords (although more would be too competitive) and make sure the sites domains are not too strong (DA<20).
  • End talking about investing and another shout out to Invest Like A Boss Podcast and Johhny FD having recently retired at 35.
  • Check out Dom’s podcast.

Dom has just launched his new Over The Shoulder Membership where he’s building a brand new site from $0 to $10,000 in front of a small private group of website building students.

Human Proof Membership: A Community Of Affiliates That Make Things Happen


Freedom Flipping Podcast 7 – Mark Webster from Authority Hacker

On this episode I had the best conversation with Mark from Authority Hacker.

[soundcloud url=”″ params=”auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&visual=true” width=”100%” height=”450″ iframe=”true” /]

Discussed on the show:

  • How Business Studies is just interesting words for what is mostly common sense
  • How Mark got into entrepreneurship and how a random encounter at a bar turned into a great business partnership with Gael Breton launching an inbound marketing agency back in 2010 which grew to 80 clients and 30 staff in a big office in 2012 before google penguin hit and their techniques were no longer effective
  • They decided to relearn white hat SEO from the ground up so to never suffer a penalty ever again rather than jump on the private blog network (PBN) bandwagon. They 2-3x the price and had to educate clients that this was a longer term strategy
  • They decided to become their own client and build their own authority websites and started and and employed a full time writer
  • Discuss whether you should start 2 sites or 10 sites as it takes 1-2 years for sites to take off in a big way
  • Whether you should be public with the sites you are building in terms of copy cats or negative SEO
  • How they are reinvesting significant part of their profits on building out new sites in their portfolio. They wait for a bit of income to happen before going full force with them. V1 of a site is where they spend $10k on content and link building in the first few months and then reassess to see if want to double down on it.
  • Discuss whether there is a page size limit on the two main authority sites in terms of marginal returns on investing in content
  • Talk about benefits of building authority sites vs niche sites where you can run out of content ideas
  • Talk about silos and mapping site structure using mind maps and and how it’s difficult when could have multiple pages in different categories – it’s about building a niche sites within one authority site
  • Talk about global targeting in google search console (great post on unlisted) vs country targeting
  • Discuss reasons to exit authority sites in terms of overall investment strategy. Mark believes the compounded return of investing in content in their existing sites is far higher than can be achieved elsewhere whether that’s property or the stock market.
  • They use Xero for their accounting and use basis or apportionment (tagging systems) for each income transaction and cost transaction to apportion to the different sites, with hosting it would be based on number of visitors.
  • Going beyond just google analytics and setting up tag manager for page level tracking external monetisation such as Amazon, to find ROI from specific pieces of content
  • Talk about investing generally, Mark recommends the book The Wealthy Barber which discussed compound interest
  • [48m] Discuss building vs buying – Mark believes after 2 years onwards it’s always better to build your own in terms of ROI plus there are huge risks in buying websites in terms of hidden bad links or the keyword research has not been structured out well. If paying 30x monthly profit then for a 1/10 of that money you can build the site out yourself – it will take a year or two to get there but the return is infinitely better. i.e. for $1k/m site to purchase for $30k if you invested $3k in content you could recreate that success easily. It doesn’t make sense, as an owner / operator, to purchase new sites when can build yourself and be able to manage far less in your portfolio.
  • Talking about the filters and analysis for entering high level niches, based on many variables such as competition, monetisation sources (Amazon, high paying affiliate, lot of people doing PPC, easy to promote on social, easy to build links to?), popular with customers who have money etc. Strategy is to look for and ride an exponential growth and ROI curve.
  • Current strategy is to add additional business models to existing sites and get benefits of economies of scale, i.e. link building for health site contacts could be useful for another site – these numbers more qualitative and harder to put a number to.
  • Mark believes one site making $100k/m is a lot easier to achieve than 100 sites making $1k/m as getting from $0 to $1000 is way harder than getting from $1000 to $2000. “It’s not difficult to double growth but it’s quite difficult to get it off the ground initially”.
  • Makes sense to start more narrow in terms of the niche when starting out to get traction, to dominate a sub-niche, however longer term just a handful of sites is the way to go.
  • There are investment companies that will purchase sites and have operators who will run them, however Mark’s core competency is as the operator and he doesn’t see why they need to raise money to do that; if the operators are great then the sites they run will generate enough money to invest in others.
  • Can Mark see a time when he would exit from online business? Possibly when the team gets very large and he would step back to an advisory role but probably not due to the love for this online marketing game.
  • The game of value investing vs online biz – shout out to the Invested Podcast
  • Get onto talking about poker and online multiplayer games!
  • How online marketing for Mark is the end rather than the means to the end, how he loves getting an additional 1% productivity out of a process.
  • Talk about home working vs coworking spaces vs your own sick billions style office
  • Finish with high level goals over next 3 years.

Authority Hacker Resources

Authority Hacker ‘Grow Your Site’ Podcast Series

How Perrin Built a $7,502/Month Authority Site

From Getting 80 Sites Penalized to Scaling True White Hat Link Building

The Authority Site System – The Best Step by Step System To Starting Successful Affiliate & Authority Sites. Great for getting to $1k/m.

Authority Hacker PRO

Authority Hacker Pro is the most comprehensive authority site training on the market, and it includes everything you need to grow an authority site to 6, 7 or even 8 figures per month.

Inside, you’ll find:

  • 220 step-by-step, ‘over the shoulder’ training videos
    All videos are fluff-free, field-tested and kept fully up-to-date!
  • A complete library of plug n’ play templates
    Everything from content templates, outreach script and sales material!
  • A private Facebook community of smart online marketers
    Get inside strategies from other successful authority site builders!
  • Frequent live webinars, feedback and bonus training
    Stay on the cutting edge of marketing with our exclusive webinar sessions!
  • 1-on-1 strategy calls with the Authority Hacker Team
    Private consultation calls / feedback sessions (Platinum package)

Authority Hacker PRO is a repeatable system containing 16 advanced blueprints (and growing) for anyone to looking to take their existing authority site to the next level.

This really is the most complete package you’ve ever seen for building and growing highly profitable authority sites.

Check Out Authority Hacker Pro