How Shane Dutka Makes Millions From Lead Generation & Affiliate Marketing

Last updated: Jun 30, 2023

This video is an interview with Shane Dutka, who shares his experience in building and selling websites for a profit, particularly in the pest control and jewelry industries, as well as his insights on lead generation and affiliate marketing strategies.

This video by Niche Pursuits was published on May 17, 2023.
Video length: 01:00:58.

This video is an interview with Shane Dutka, who shares his experience and strategies in building and selling websites for a profit.

He discusses his background in accounting and how he transitioned into the online business world. Shane talks about his success in building affiliate and lead generation websites, including one in the pest control space that he sold for over a million dollars. He also shares insights on website growth, link building, and digital PR.

Overall, the video provides valuable information and tips for those interested in niche website strategies and online business.

  • Shane originally studied accounting and planned to pursue a traditional 9 to 5 job.
  • He graduated in 2013 and worked in accounting for five years.
  • Shane started an e-commerce site and then transitioned to building affiliate and lead generation websites.
  • He sold a pest control website for over a million dollars and started websites in the jewelry industry.
  • Topics discussed include link building, good links versus bad links, digital PR, writing articles that win, and adding lead generation to websites.
  • The podcast episode is sponsored by Search Intelligence, which offers digital PR link building campaigns.
  • Shane started an e-commerce business selling bow ties and learned about content marketing and SEO.
  • He pivoted to affiliate marketing and took a course to learn more about it.
  • Shane started building and selling websites for profit, particularly in the pest control and jewelry industries.
  • He found a niche in the pest control industry and used growth and monetization strategies to generate income.

How Shane Dutka Makes Millions From Lead Generation & Affiliate Marketing - YouTube

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Shane's Background

  • Shane originally studied accounting and planned to pursue a traditional 9 to 5 job.
  • He graduated in 2013 and passed the CPA exam.
  • He worked in accounting for five years, from 2013 to 2018.
  • Shane moved to Virginia for a job opportunity.
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Transition to Website Building

  • Shane started an e-commerce site and then transitioned to building affiliate and lead generation websites.
  • He sold a pest control website for over a million dollars.
  • Shane also started websites in the jewelry industry.
  • He shares the strategies he used to grow and sell these websites for a profit.
  • Shane's websites have experienced rapid growth.
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Topics Discussed

  • Link building and disavowing.
  • Good links versus bad links.
  • Digital PR and writing articles that win.
  • Adding lead generation to websites.
  • Insights from working on big websites with large budgets.
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How Shane Dutka Makes Millions From Lead Generation & Affiliate Marketing - YouTube

Search Intelligence Sponsorship

  • The podcast episode is sponsored by Search Intelligence.
  • Search Intelligence offers digital PR link building campaigns.
  • They provide examples of successful campaigns, such as landing over 20 links in national and regional UK publications for a boiler client.
  • The success of the campaign was attributed to a clever hook and a compelling headline.
  • Search Intelligence can help with similar link building PR campaigns for websites.
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Background and Starting an E-commerce Business

  • Shane worked as an accountant for three years but knew it wasn't the long-term path for him.
  • He wanted to create real wealth for himself, so he decided to start his own business.
  • Shane's dad was an electrical contractor, which inspired him to have an entrepreneurial spirit.
  • He started an e-commerce business in 2016 selling bow ties because it was a lightweight product that was easy to ship.
  • Shane invested his savings and took on credit card debt to buy 5,000 bow ties from China.
  • He had no money left for marketing and had to figure out how to sell the bow ties.
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Content Marketing and SEO

  • Shane learned about content marketing and SEO as a way to market his bow ties without paying for ads.
  • He attended a conference and received tips from Brock, a marketer, about SEO.
  • Shane implemented the SEO tips into his bow tie site and published an article called "Bow Ties with Suits" that ranked well.
  • Although the niche was narrow and the market search volume limited, Shane was making around $1-2k per month at the peak of his bow tie business.
  • Realizing that the bow tie business wasn't sustainable, Shane decided to pivot.
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Pivoting to Affiliate Marketing

  • Shane decided to pivot to affiliate marketing and sell someone else's product.
  • He didn't want to deal with customer service for bow ties and wanted to create the lifestyle he desired.
  • Shane took a course by Authority Hacker to learn more about affiliate marketing and SEO.
  • He acknowledges that there are both good and bad courses out there, but the one he took was reputable.
  • Shane shifted his focus to affiliate marketing and lead generation, which became his main source of income.
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Building and Selling Websites for Profit

  • Shane started building and selling websites for profit, particularly in the pest control and jewelry industries.
  • He would find websites that were undervalued, improve them, and then sell them for a higher price.
  • Shane emphasizes the importance of finding the right niche and understanding the market demand.
  • He also discusses the importance of building relationships and networking in the industry.
  • Shane shares his insights on lead generation and affiliate marketing strategies, including the importance of tracking and optimizing campaigns.
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Shane's Journey into Niche Websites

  • Shane combined his own perspective with the strategies he learned from a course to find a niche with low competition.
  • He chose the pest control industry because there were many products to promote and a high demand for information.
  • Shane started by publishing 30 articles himself, focusing on bed bug removal.
  • He eventually outsourced content writing to experts in the niche.
  • Within six months, Shane started seeing traction and making money through Amazon affiliate links.
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Growth and Monetization Strategies

  • Shane continued publishing articles and building backlinks to improve rankings.
  • He hired niche experts to write content for his website.
  • Shane used Amazon affiliate links, display ads, and lead generation to monetize his website.
  • By spring 2018, Shane's website was generating over 100,000 sessions per month and earning $10,000 per month.
  • He sold the website in 2019 after growing it to $50,000 per month.
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Lessons Learned from E-commerce

  • While running an e-commerce business selling bow ties, Shane learned about logistics and operations.
  • He gained experience in inventory management and shipping.
  • Shane sold the e-commerce business in 2019.
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Quitting His Job and Continued Growth

  • After reaching $10,000 per month with his niche website, Shane quit his accounting job.
  • He focused solely on his niche website and continued to see growth.
  • Shane eventually reached $50,000 per month through various monetization strategies.
  • He used Amazon affiliate links, display ads, and lead generation to generate income.
  • Shane's website continued to grow and generate revenue over time.
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Shane's Success in Niche Websites

  • Shane achieved significant milestones in his niche websites, reaching $50k per month in revenue.
  • He attributes his success to having a unique voice and understanding the niche.
  • Shane focused on providing valuable information that other websites were not offering.
  • He emphasized the importance of linking out to authoritative sources to improve search engine rankings.
  • Shane expanded his success to other niches, including jewelry, fitness, and baby sites.
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Selling Websites and Experiences

  • Shane sold his jewelry website to Empire Flippers and had a positive experience with their Capital program.
  • He also bought and sold other websites, including a fitness site and a baby site.
  • Shane sold his pest control website for over a million dollars on Flippa International.
  • He considered private options but ultimately chose a marketplace for the sale.
  • Shane learned valuable lessons and gained experience from these selling experiences.
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Current Role and Company

  • Shane currently works as the VP of SEO at Three Ships, overseeing their owned and operated assets.
  • Three Ships is a company that generates over 100 to 200 million in revenue through affiliates.
  • Shane is open to hiring talented SEO professionals who are interested in working in the affiliate marketing industry.
  • He is proud to be part of a company that operates in the "big leagues" of affiliate marketing.
  • Shane's current role and experiences reflect his success and expertise in the online business industry.
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Applying Success to Today's Online Environment

  • When asked which of his projects is most representative of success in today's Google environment, Shane did not provide a specific answer.
  • He acknowledged the changes in the online landscape and the evolving requirements of search engines.
  • Shane's success can be attributed to his ability to adapt and stay up-to-date with the latest trends and strategies.
  • His experiences in various niches and selling websites have provided him with valuable insights and knowledge.
  • Shane's overall success story serves as inspiration for aspiring online entrepreneurs.
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Building and Selling Websites

  • Pest Strategies went through multiple hands before being sold.
  • The version of Pest Strategies in 2019 was the best version.
  • Every article had a unique perspective and active ingredient angle.
  • The site had a decent domain authority and a lot of links.
  • Combining a unique perspective with a decent domain authority can lead to success.
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Passion for Pest Control

  • The creator was passionate about making money and saw a gap in quality content in the pest control niche.
  • Expert writers were hired to provide knowledge and unique perspectives.
  • The creator had an ownership mentality and put a lot of time and energy into the project.
  • Page builders like Thrive Architects were used for building the site.
  • The passion came from bringing something unique to the market and feeling good about it.
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Benchmark for Quality Content

  • The creator aimed to provide answers that would satisfy users' questions.
  • Caring about the results and putting effort into the content is important.
  • Having a benchmark for quality content is a good reminder for creators.
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Quick Success with Websites

  • The creator experienced quick success with websites like Pest Strategies and jewelry sites.
  • Details about keyword research, digital PR, and link building were not provided in the given text.
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Reasons for Success in Pest Strategies

  • Low competition in the niche
  • Under the radar niche
  • Relatively easy to target keywords
  • Unique content angle
  • Effective link building strategy
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Reasons for Success in Jewelry

  • Keyword research played a crucial role
  • Competing with dominant e-commerce sites
  • Identifying non-Amazon offers
  • Unique spin on the "best" concept
  • Targeting "best X company" keywords
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Content and SEO Strategies

  • Following Brian Dean's simplified SEO approach
  • Implementing the authority hacker model
  • Creating formulaic content
  • Strategic keyword placement
  • Combining quality content with a strong link profile
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Bottom-Up Research Approach

  • Using affiliate platforms to find niche opportunities
  • Researching keywords and competitors
  • Identifying content strategies of top-ranking sites
  • Exploring non-Amazon offers
  • Focusing on "best X company" keywords
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Section 1: Different Approaches to Winning in Niche Marketing

  • There are two different styles of winning in niche marketing: the best company approach and the untapped content approach.
  • The best company approach involves targeting keywords like "best company for X" and listing the top companies in that niche.
  • The untapped content approach focuses on creating content that has high intent traffic but is currently being untapped.
  • Depending on the niche of your audience, there are veins of content with high intent traffic that are probably being untapped.
  • In 2021, most people were using the best company approach, but there is potential in the untapped content approach.
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Section 2: Using Keyword Research Tools and Gut Feel in Niche Marketing

  • Shane Dutka uses a combination of keyword research tools and gut feel to find untapped content.
  • He looks for keywords with low search volume and low competition in tools like Ahrefs.
  • However, he also relies on his understanding of the niche market and his intuition to identify topics that are underserved.
  • He stumbled upon the "best company for X" keyword by noticing low competition and optimizing his content better than existing competitors.
  • Data and attribution are key in figuring out the value of keywords and topics.
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Section 3: Using Attribution and Tracking in Affiliate Marketing

  • Shane Dutka uses an affiliate platform called Post Affiliate Pro that allows for sub IDs and detailed tracking.
  • He sets up attribution by using sub IDs to track the performance of different pages and keywords.
  • By tracking the traffic and sales generated by each page, he can identify valuable keywords and topics.
  • Most affiliate marketers may not track on this level, but it can provide valuable insights and help optimize campaigns.
  • Post Affiliate Pro is a popular affiliate platform for e-commerce businesses like James Allen and Blue Nile.
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Section 4: The Importance of Data in Niche Marketing

  • Data is crucial in niche marketing to understand the value and potential of keywords and topics.
  • Shane Dutka gathered data by publishing content, tracking attribution, and analyzing the traffic and sales generated.
  • He discovered the value of the "best company for X" keyword through data analysis and saw the traffic converting into sales.
  • Data allows marketers to identify successful formulas and replicate them across different variants and niches.
  • Collecting and analyzing data is essential for making informed decisions and maximizing the potential of niche marketing strategies.
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Using Sub IDs to Track Conversions

  • Platforms like Impact allow marketers to create links and set sub IDs to track conversions.
  • Sub IDs can be placed on different sections of a page to determine which ones are driving conversions.
  • This tracking method is useful for A/B testing and optimizing revenue.
  • Most good platforms offer the ability to track conversions using sub IDs.
  • Sub IDs can be used to test offers and identify valuable widgets on a page.
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Analyzing Revenue per Visitor

  • Shane uses a spreadsheet to track revenue, traffic, and keywords for each page of his websites.
  • He calculates the revenue per visitor (RPV) to determine which pages are generating the most money.
  • Websites monetized with Amazon typically have lower RPV, while other niches can have higher values.
  • Shane recommends starting with Amazon to learn the process, then exploring other offers and keywords in year two.
  • Tools like Low Fruits can help identify underserved keywords in a niche.
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Choosing Non-Amazon Affiliate Offers

  • While targeting Amazon keywords may be easier to rank for, the payouts are generally smaller.
  • Shane chose non-Amazon affiliate offers to focus on higher revenue opportunities.
  • He still uses Amazon for certain niches, such as jewelry, but also monetizes with ads.
  • Shane mentions the potential for sponsored posts, newsletters, and YouTube channels to further monetize websites.
  • For his current company, Three Ships, Shane focuses on lead generation with big-name partners like Lowe's.
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Monetizing off-the-shelf offers

  • There are some networks, like Networks, that offer off-the-shelf offers for monetizing websites.
  • These off-the-shelf offers are available in various niches, such as home, auto, and insurance.
  • Aggregators also provide off-the-shelf offers for lead generation.
  • When your website grows, you can negotiate direct deals with companies for better offers.
  • Direct deals usually require a larger volume of leads and can result in better deals and higher profits.
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Combining affiliate and lead generation

  • Combining affiliate marketing and lead generation depends on the keywords you target.
  • For keywords that are product-focused, you can intermingle affiliate offers with lead generation offers.
  • For example, in an article about the best bed bug traps, you can include both affiliate links to the traps and a lead generation form for exterminator quotes.
  • By serving both types of offers, you cater to different types of visitors and potentially improve SEO.
  • The revenue mix between affiliate and lead generation will vary depending on the keyword and the specific page.
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Keyword-specific revenue mix

  • The revenue mix between affiliate and lead generation depends on the keyword and the intent of the visitors.
  • For keywords focused on specific products, the revenue will be mostly from affiliate sales.
  • For keywords focused on finding a company or service, the revenue will be mostly from lead generation.
  • Testing different offers and tracking conversions is essential to determine the revenue mix for each keyword.
  • It's important to adapt and optimize your website based on the results of your tests.
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Testing and optimization

  • Testing different offers, such as affiliate products, lead generation forms, and ads, is crucial to find the best revenue mix for each keyword.
  • Optimizing your website based on the results of your tests can help improve conversions and overall revenue.
  • Testing can involve trying different placements, designs, and messaging for your offers.
  • Regularly analyzing data and making data-driven decisions is key to successful monetization.
  • Continuously testing and optimizing your website will help you maximize your earnings from both affiliate marketing and lead generation.
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What is working right now

  • Fresh content is important for Google rankings and to show activity on your website.
  • Optimizing existing pages is critical and should not be overlooked.
  • Paying for links can be risky and has the potential to destroy your website.
  • If penalized for poor link building practices, delete the pages and sever the toxic links.
  • Using tools like Clearscope and Surfer can help you stay on topic and target the intent of keywords.
  • Site architecture, specifically hub pages, can create contextual relevance for articles and yield great results.
  • Digital PR is effective for building your online presence and reputation.
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Effect of Good and Bad Links

  • Good links can greatly improve a website's ranking and visibility.
  • Bad links can have a negative impact on a website's ranking and may even lead to penalties.
  • Strong links can significantly boost the ranking of competitive pages.
  • Creating statistics articles can organically drive links and serve as skyscraper content.
  • It is important to actively monitor and manage the quality of backlinks.
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Disavow File and Toxic Links

  • The disavow file is seen as a way to train Google's algorithm to identify bad sites, but it is generally considered ineffective.
  • Disavowing toxic links does not yield significant results and may even have negative consequences.
  • Having a high number of blacklisted links can put a website at risk of being seen as manipulative by Google.
  • Deleting pages with an excessive amount of blacklisted links can lead to improved rankings.
  • Using a 410 status code to indicate that a page is permanently gone can be more effective than using a 404 status code.
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Republishing Content

  • When deleting pages with toxic links, it is possible to republish the exact same content on a new page.
  • It is recommended to make slight tweaks to the content to avoid any association with the previous toxic links.
  • Using a 410 status code indicates to Google that the page is permanently gone and should not be crawled again.
  • Removing toxic links and republishing content can help improve a website's reputation and rankings.
  • Understanding the difference between a 404 status code (temporarily gone) and a 410 status code (gone for good) is important for effective content removal.
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Tips for Matching Articles to Keywords

  • Make sure your articles match the intent of the keyword you're targeting.
  • Focus on one keyword per page, not multiple keywords.
  • Include the targeted keyword in the H1 tag within the first hundred words of the article.
  • Use H2 tags to highlight specific aspects or features related to the keyword.
  • Don't overlook basic SEO principles and focus on advanced strategies.
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The Importance of Link Building

  • Links do matter in the long-term success of your website.
  • Create interesting and newsworthy content to attract links.
  • Approach link building as a PR strategy to appeal to journalists.
  • Focus on creating articles that offer a unique perspective or angle in your niche.
  • Reach out to websites in your niche and pitch your article as an additional resource.
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Using Creative Strategies for Link Building

  • Identify problems or overlooked topics in your niche that others aren't addressing.
  • Create articles that challenge popular opinions or offer a different perspective.
  • Use your knowledge of the niche to pitch your article to relevant websites.
  • Focus on building links that no one else can get by thinking creatively.
  • These unique links can increase the value of your website when selling it.
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Where to Follow Shane Dutka

  • Follow Shane personally at shane.good.com.
  • Sign up for his newsletter for updates on his SEO journey.
  • Shane is not currently selling anything, but is focused on growing his work at Three Ships.

Watch the video on YouTube:
How Shane Dutka Makes Millions From Lead Generation & Affiliate Marketing - YouTube

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