Affiliate site roadmap – the whole cycle of its life: Do’s & Don’ts

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Hello everybody! My name is Mykola Tsiotov, I’m SEO Senior and Team Lead at Zeeks.

In this article, I will tell you what a website roadmap is, how to work with it and develop a quality promotion strategy. Let’s go!

When you develop any tool that is used in long-term planning, it is important to understand that success stories are not as valuable as failure stories. And while it is a normal practice to conduct retrospectives of unsuccessful projects, for some reason using the conclusions drawn from these retrospectives in the strategies of new projects is not so widespread.

Moreover, when we come across a fuckup, we often think something like, “this is wild, it’s an exception, and it is unlikely to ever happen again”. Though it will happen, if not with you, then with a colleague of yours, so it is important to deal with these problems and document them when you first come across them. This is how I see it:

must be fitted into the SEO site roadmap along with the action plan.

What is a roadmap and why do we need it

Roadmap is a tool for visualizing the development strategy of, in our case, a site.

The roadmap that I present to you will be very different from the standard roadmap that is used in the IT sector — as there are no deadlines in it and many of its tasks accompany the SEO project throughout its whole existence.

This tool helps us achieve the following goals:

  1. To create a long-term strategy that will include the most relevant practices and the most non-obvious mistakes.
  2. To improve communication of SEO teams within the company.
  3. To build a common vision for the company’s management and middle managers, as well as the performers.
  4. To optimize the time spent to bring sites to the top.

It is important to understand that a roadmap is a live document, so this document must be constantly updated.

How to work with the roadmap

We have created a file template which I will use as an example to show you how to use the roadmap

First, you will need to decide on site development scenarios. In the case of my team, we skip the initial stage which includes: the idea, primary research, structure, design, layout, development and setup of the site, although for the vast majority of people this is one of the most important stages.

In our case, there are 5 scenarios:

  1. From website launch to first traffic
  2. From first traffic to average traffic
  3. From average traffic to high traffic
  4. From average traffic to stagnation
  5. From average traffic to filter/menual/ban by regulators

After that you will need to collect raw data from each person involved in SEO in your company, often fuckups are hushed up after correction, however for us this is an important source of expertise.

Break down all the Do’s & Dont’s into stages, make a review and start using it.

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From website launch to first traffic: examples of Do’s & Don’ts



From first traffic to average traffic: examples of Do’s & Dont’s



From average traffic to high traffic: examples of Do’s & Dont’s



From average traffic to stagnation: examples of Do’s & Dont’s



From average traffic to negative outcomes after an update, filter / manual / ban by regulators: examples of Do’s & Dont’s


Seek/buy external expertise from multiple sources: simply because it is much cheaper than obtaining it yourself through trial and error.


Don’t react too quickly: because of the fear that “the site will sink / profit will fall”, rough decisions are made that lead to greater losses than from decisions made with enough information on hand.


We are actively looking for SEO specialists to join our staff and if you are a pro in SEO, send your resume to the mail [email protected]But if you are already a mature enough and self-sufficient person who is ready to start working on a partnership basis, send your business ideas to the mail [email protected]

Thank you for attention!

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