In this transcript from Episode 045, Mark interviews Andrew Hansen at 4 a.m. Dallas time about whether affiliate marketing still works after Google's Panda and Penguin updates. Andrew shares concrete examples from sites he built after the updates and explains why SEO-based affiliate marketing may actually be easier now than before.
What You'll Learn in This Episode
- Why affiliate marketing with SEO traffic still works after Panda and Penguin
- How brand anchor text links have replaced keyword-rich anchor text as the foundation of link building
- Why you may need fewer backlinks to rank than you did before the updates
- The importance of targeting products people already want to buy
- Real results from sites Andrew built after the algorithm changes
The Core Question: Is Affiliate Marketing Dead?
Mark frames the conversation around the widespread claims that SEO is dead, free traffic is impossible, and affiliate marketing no longer works after Google's 2012 algorithm updates. Andrew's answer is direct: that is rubbish.
Andrew acknowledges the updates changed how SEO must be done but argues the changes actually make certain aspects easier. He set himself a challenge after the worst updates: start completely from scratch with new domains, new sites, and new content to prove affiliate marketing still works.
How Link Building Changed
Andrew explains a key shift in the post-Penguin landscape. Google dramatically reduced the weight placed on keyword-rich anchor text links, the cornerstone of old-school SEO. Previously, you might need 40 to 50 backlinks with keyword-focused anchor text to rank. Now, building that many keyword-rich links will trigger a penalty.
The new emphasis is on brand name anchor text: links where the clickable text is your URL, domain name, or personal name rather than your target keyword. These brand links should now be the foundation of your link profile. On top of that base, just a handful of keyword-focused links, sometimes as few as three to five, can achieve rankings for your target terms.
An additional benefit: Google has improved at ranking sites for LSI (related) keywords without you targeting them specifically. If you rank for a main product name, you may also rank for variations like “product name capsules” or “product name review” without building any anchor text links for those variations.
Andrew's Post-Update Results
Andrew started new campaigns in September 2012, after Penguin, Penguin refreshes, Panda, and the exact match domain update. Three example sites:
- Site 1: Five pages, product name in the domain, approximately 20 visitors per day, earning roughly $400 per month. Total work: about two days.
- Site 2: Eight articles, keyword in domain, approximately 250 visitors per day, earning about $1,100 per month.
- Site 3: Seven to eight articles, keyword in domain, approximately 40 visitors per day, earning about $3,000 per month. Receives traffic from both Google and Bing.
All three sites use exact match or keyword-containing domain names, contradicting the claim that the exact match domain update killed that strategy.
Can Beginners Do This?
Andrew describes coaching a small group of beginners through his method. A retired 65-year-old dentist with five months of marketing experience made his first sale of $56 within 10 to 14 days. A woman from Holland whose English was her second language and who did not know what affiliate marketing was at the start made her first sale of $28.50 within 25 days. She could not even write her own articles and needed Andrew's article writer.
Andrew acknowledges these timelines are not necessarily typical but argues the results demonstrate that following specific steps can lead anyone to profitable affiliate marketing in 2013.
Why Search Traffic Is Essential for Affiliates
Andrew makes a strong case for search engine traffic as the only viable traffic source for affiliates seeking high conversion rates. With properly targeted search traffic, one sale per 10 visitors is achievable. No other traffic source, not Facebook ads, social media, or article submissions, can deliver that conversion rate.
The key is targeting people who already want to buy. Andrew uses the Vitamix blender as an example: after a friend sold him on the product, he went to Google to search for reviews, comparisons, and discount codes. He was already sold. A site that provided useful buying information with an affiliate link would have earned a commission effortlessly.
These product-focused buying keywords exist in virtually unlimited quantities and refresh constantly as new products launch and new advertising creates demand.
Key Takeaways
- Affiliate marketing with SEO traffic works as well as ever when you adapt to the post-Penguin landscape
- Brand anchor text links should form the foundation of your link profile, with minimal keyword-rich anchors
- Google now ranks sites for related keywords more easily, multiplying the value of each backlink
- Target products people already want to buy for the highest conversion rates
- Complete beginners can achieve results by following a structured process
What's Changed Since This Episode
Mark recorded this in February 2013. The strategic principles Andrew discusses have held up better than the specific tactics.
The thin affiliate site model has become much harder. Google's algorithms have continued to evolve through Helpful Content Updates in 2022 and 2023, which specifically target sites that exist primarily to earn affiliate commissions without providing substantial original value. Five-page affiliate sites ranking on keyword domains rarely work in 2026.
Product review content now requires demonstrated experience. Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) means affiliate review sites need evidence of actually using the products. Stock photos and rewritten manufacturer descriptions are not sufficient.
Andrew's core insight about buying keywords remains valid. Targeting people who have already decided to buy and providing genuinely useful comparison or review content is still one of the most effective affiliate marketing strategies. The execution standards are simply much higher.
Bing has grown as a traffic source and diversifying beyond Google remains sound advice. With Microsoft's integration of AI into Bing search, the platform has become more relevant for certain queries.
Resources Mentioned
- AndrewHansen.name — Andrew Hansen's blog
- LNIM Podcast
Listen and Subscribe
Listen to Late Night Internet Marketing on Apple Podcasts or subscribe at latenightim.com/internet-marketing-podcast/.
