TAS 158 : When and How to Build an Authority Website for Your Brand with Jon Haver

Many new private label sellers feel overwhelmed right from the start. There truly IS a lot to learn and a lot to do in order to build an Amazon sales business that truly thrives. For that reason, Scott wants you to know that the topic for this episode is one you DON’T have to do right away. This is for down the line, when you’re products are already on Amazon, your brand is already solid, and your sales are going well. THEN, you may want to consider building an authority website for your brand. What IS an authority website? You’ll learn all the details in answer to that question on this episode of The Amazing Seller.

OK, what IS an authority website?

An authority website is a website built to teach, share, or promote expert level content on a specific topic or niche. It’s a go-to source for information about that issue. A site of this nature typically consists of various pages about the basics of the issue, and a blog that provides ongoing posts about the subject. A good authority site truly has useful content that people find helpful for their lives. How does creating an authority website benefit your Amazon private label business? Today’s guest, Jon Haver, is going to walk you through that question and give you an idea of what it takes to build your own authority website.

The first step: Getting a site built that can get you approved in Amazon’s brand registry.

Amazon’s Brand Registry is one way that the Amazon powers attempt to verify that the products being sold on their platform are legitimate, and being sold by real businesses. Anyone can register with the brand registry and it’s free to do so. The benefit to you is to verify that your products belong to you, which could help if you find your products being hijacked in the future. One of the significant things needed to apply to the brand registry is an independent website that lists your product and company. In this episode, Jon Haver is going to walk you through the basics of what is needed on that website so that Amazon will approve your application to be included in its brand registry.

The power of building an email list through your company website.

One of the greatest advantages to building a website associated with your Amazon products is the ability to secure email addresses for people who are interested in your products. Why is this such an important tool? Because it enables you to send promotions and announcements about your product directly to people who have already expressed an interest in your products. Naturally, your sales conversion rate will be higher when you’re selling to people who already like what you have to sell. On this episode Jon Haver shares how he’s used an email list on his own authority sites to get great sales upon the release of new products, so much so that he didn’t have to do much in the way of paid promotions through Amazon PPC.

They key to a successful authority site.

Jon Haver has built many authority sites and feels that he’s got a pretty good handle on what it takes to make one successful. His philosophy is very simple. Create quality content, consistently, and your authority site will eventually rank as an authority in Google. The reason he’s so confident about this approach is not only because he’s seen it work, but because it’s consistent with the way Google works in the first place. Google (and other search engines) are looking for great content to provide to searchers, so giving Google that content is the main part of what you need to do. Learn more about creating a great authority website on this episode of the Amazing seller.


  • [0:04] Scott’s introduction to the podcast!
  • [0:25] What IS an authority website and when should you consider building one?
  • [2:18] The TAS Breakthrough is SOLD OUT! Watch for future events!
  • [4:00] How Scott and Jon got connected with each other.
  • [5:08] Building a website for the sake of Amazon’s brand registry.
  • [6:16] What is Amazon’s brand registry?
  • [8:30] What it takes to build a website that’s professional enough for brand registry.
  • [11:52] The foundational strategy behind the website build.
  • [12:46] What is an authority website or blog and why do you want one?
  • [14:38] Transitioning a niche website into a channel for private label sales.
  • [18:21] The biggest downside to building an authority site first.
  • [18:53] Scott’s efforts to build an authority site around his private label products.
  • [19:54] The DIY approach to building an authority site – what’s needed?
  • [23:30] The benefits of an authority site in terms of email capture.
  • [24:13] Jon’s response from his own authority site’s email list.
  • [27:16] The importance of keyword research for your authority site.
  • [28:49] Best practices for writing blog articles.
  • [29:25] What are comparison keywords and how do they help?
  • [31:14] Promoting an authority site: What are the best ways to do it?
  • [33:27] Jon’s unique approach to creating a blog network.
  • [35:18] Reaching out to bloggers in your space.
  • [36:02] How Amazon products are listed in Google itself.
  • [37:00] Ensuring your keyword is in your Amazon product URL.
  • [40:45] The key to success is consistency and quality links.
  • [42:47] How Jon’s team works with Amazon sellers to create niche websites.
  • [44:20] The advantage an authority site brings to your desire to sell your Amazon business.
  • [46:29] How to connect with Jon’s business for help.
  • [48:00] When to begin aiming toward a website for your product.
  • [53:24] Scott’s summary of the episode.


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[00:00:03] SV: Hey, hey, hey what's up everyone?  Welcome back to another episode of the Amazing Seller Podcast, this is episode number 158 and today we are going to be talking all about when and how to build an authority website for your brand. Now, I have a special guest on and he is an expert in this…



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