Creating Foreign Language SEO Websites: a Guide to Succeeding in the Dutch Affiliate Industry

The use of digital technology and online shopping has opened up new opportunities for people who want to start their own businesses on the internet. While the competition is fierce in English-speaking markets, there are other languages where the competition is not as strong. One big opportunity currently exists in the Dutch affiliate marketing industry.

Recently on the Opportunity Podcast by Empire Flippers, they featured Niels Zee, an affiliate who has found success by operating several profitable websites in Dutch. Niels is the co-founder of Traffic Family, a company that manages a portfolio of affiliate websites. He has purchased and developed websites that earn six-figure incomes by targeting Dutch internet users. Through his experience, he has learned valuable lessons about the opportunities, risks, and strategies involved in entering this emerging foreign market.

In this guide, we will explore Niels' perspective on the Dutch affiliate industry and provide strategies for entrepreneurs who want to enter this market. We will discuss the characteristics of the Dutch market, how to create a Dutch SEO website, the considerations for choosing a niche, monetization options, tactics for growth, and approaches for acquiring websites. This information will be helpful for those who want to build a sustainable online presence in the international market.

Niels Zee

The state of the Dutch affiliate market

The Dutch affiliate market is relatively new compared to more established English domains. According to Niels, who is familiar with the market, most major product affiliate sites have only been operating for three to four years. This means that there is still significant opportunity for growth, as competition and overall quality levels are currently low. Niels notes that the standards set by existing affiliate sites are not very high.

In the Dutch market, most local SEOs work individually and primarily focus on link building. They often resort to using questionable private blog networks to generate backlinks. The content on their websites is typically outsourced and of questionable quality, and they do not put much effort into optimizing for conversions.

While there are over 700 affiliate programs in the Netherlands, many of them offer poor commissions or lack owner support. However, established retailers like Bol.com, which is often referred to as the Dutch equivalent of Amazon, offer solid affiliate programs that are on par with major English brands.

The potential for earning through affiliate marketing in the Dutch market is still high, thanks to the engaged online audience in the country. However, as the industry matures, it will be important to raise the overall standards by demonstrating expertise, conducting thorough testing, and creating high-quality custom content.

Email marketing has less impact in the Dutch market compared to other places. Dutch consumers are generally less receptive to email marketing efforts, creating an opportunity for marketers to find the right approach that resonates with the target audience.

Overall, Niels sees the Dutch affiliate market as "promising but immature." Many competitors heavily rely on tactics that are susceptible to algorithm updates. As the dynamics of the market continue to evolve, there will be opportunities for agile marketers who can adapt quickly.

Comparison between the English affiliate market and the Dutch affiliate market

Compared to more developed English-speaking markets, the Dutch affiliate industry is still in its early stages and offers potential for those who are knowledgeable about the field. Here are some key points about the current state:

1. Room for development: Most affiliate websites in the Netherlands were launched just 3-4 years ago, which means there is still plenty of room for growth compared to saturated English markets.
2. Limited competition: There are only a few established players in the Dutch market, and the competition mainly consists of smaller individual SEOs working from their homes. This creates opportunities for niche markets and ranking potential.
3. Low-quality standards: Much of the existing content lacks depth and is generated by AI, with minimal original reporting, testing, or expertise. Poor website design and backlinking practices are also common due to the solo nature of operations.
4. Weakness in display advertising: Display advertising has not gained significant traction in the Netherlands as it has in Western markets. E-commerce remains the primary revenue driver for affiliates.
5. Search engine imbalances: Although Google is the dominant search engine in the Netherlands, updates from search engines have a lesser impact locally compared to major international markets. This means that the competition for rankings is currently lower.

These characteristics create a highly promising environment for individuals who are well-versed in SEO best practices and are willing to raise the standards through quality content, technical skills, and marketing knowledge. The overall opportunity presents a wide-open field for ambitious individuals in the affiliate industry.

Benefits of targeting the Dutch market

Why did Niels choose to target the Dutch market instead of pursuing English domains? According to him, there are several distinct advantages that made it a compelling choice:

1. Lower entry barriers: Compared to competing abroad, the Dutch market has less saturation. This means that websites require fewer resources to gain visibility. Additionally, there are still open niches for innovative newcomers to explore.
2. Specialized expertise: As a native Dutch speaker, Niels has a unique understanding of the cultural nuances in the market. This allows him to craft strategies that are appealing to the local audience. Foreign website owners, on the other hand, face more challenges in understanding these nuances, giving Niels an advantage.
3. Strong local potential: The Dutch population is over 17 million people, which is comparable to the size of many countries. The engaged online populace in the Netherlands provides significant audience potential for niche markets.
4. Familiarity: Being familiar with local link building techniques, regulations, and audience preferences removes uncertainty for native speakers like Niels. This familiarity reduces risks and allows for a more confident approach in a known environment.
5. Less competition: Many rival sites in the Dutch market have poor content and outdated practices. This creates space for well-executed specialized websites to thrive. In comparison, English niches tend to be much more competitive.
6. Room for growth: As standards in the market continue to rise, underperforming websites will fall behind. This creates opportunities for those who are innovative and exploring unexplored directions such as testing, influencer relations, and improved measurement techniques.

Considering these benefits and the opportunities that come with localized approaches, Niels saw the Dutch market as an ideal testing ground to refine his skills. This notion has been supported by his ongoing success in his portfolio.

Niche considerations for the Dutch market

When it comes to choosing niches for the Dutch market, Niels has found that certain categories tend to perform better than others based on his direct experience. Here are some niches that showcase strengths:

1. Home & DIY: Topics related to homes, appliances, gardening, tools, and other consumer categories resonate strongly with Dutch audiences. These practical areas are of particular interest.
2. Parenting & Family: Sections that offer parenting advice, information on infant/child care, toys/games/gear, and family activities attract engaged readership.
3. Health & Beauty: Wellness, fitness, nutrition, appearance, and self-care topics generate interest, as well as support for chronic conditions.
4. Hobbies & Crafts: Pursuits such as cooking/baking, sewing, board games, gardening, and more fuel passionate communities and attract enthusiastic readers.
5. Pets: A significant portion of the Dutch population owns pets, creating a demand for supplies, training tips, and support for pet owners.

On the other hand, there are niches that may be riskier or already saturated:

• Travel: The travel niche is already highly commoditized worldwide, and there may not be as much potential for frequent searches and engagement.
• Hobby interests: Niches that are purely focused on entertainment or leisure activities and lack functional needs may struggle to monetize, as the audience remains niche.
• Dating/ relationships: Topics related to dating and relationships require sensitivity and nuanced understanding, and there may be cultural differences compared to English-speaking countries.
• Adult categories: This niche is heavily regulated and demands compliance knowledge beyond just SEO skills.

While opportunities exist across various categories, focusing on broad necessities and passion verticals aligns best with the typical mindset of Dutch searchers, according to local market leaders.

Strategies for success in the Dutch affiliate space

If you want to succeed in the Dutch affiliate market like Niels, there are some key strategies you should consider. These strategies are focused on playing to your strengths and addressing your weaknesses. Here are a few tactics that Niels recommends:

1. Prioritize Informative, Educational Content: With so much AI-generated content out there, it's important to stand out by offering expertise. Instead of just listing products, create detailed guides, how-tos, and analysis that demonstrate your knowledge in the field. Niels suggests testing niche products and seeking expert opinions to provide valuable insights that AI can't replicate easily.

2. Focus on Conversion Optimization: Rather than just focusing on generating links, prioritize optimizing your conversion rates. Even small changes, like removing prices, can have a big impact on click-through rates and help you grow faster. Make sure to integrate affiliate programs effectively, build trust with your audience through testing and recommendations, and refine your sales funnels based on completion metrics. At the end of the day, conversions matter more than rankings.

3. Standardize Operations for Scalability: To support your growth, create a standardized site architecture, content formats, and onboarding processes. This will make it easier to expand your portfolio efficiently. Delegate repetitive tasks to virtual assistant teams while maintaining control over the editorial process. Consistency in your operations will streamline your workflow and make it easier to integrate new acquisitions into your existing systems.

4. Target Underserved Audiences: Look for niches where major competitors are not meeting the needs of the audience. Explore adjacent verticals, target underrepresented demographic groups, or consider opportunities in specific regions. By focusing on these underserved areas, you can establish yourself as an authority and differentiate from the competition.

These strategies are based on expertise, optimization, scalability, and finding unique positioning. They have helped Niels succeed where others have relied on basic SEO techniques that are becoming less effective. With the right approach, the Dutch market can be accessible to foreign entrants.

Monetization options in the Netherlands

Even though display advertising may not be as strong in the Dutch market, there are still opportunities for monetization. Here are some options to consider:

1. E-Commerce: Bol.com is the major player in the Netherlands, similar to Amazon or Walmart. They have a robust affiliate program that offers significant revenue potential.
2. Specialty retailers: There are specialized online and offline stores in various categories, such as pet supplies, tools, and games. Many of these retailers support affiliate programs, so you can earn commissions by promoting their products.
3. Digital/subscription products: There are recurring offers for services like education, media, and cloud solutions. These can provide a steady stream of income.
4. Physical goods promoters: While there may be fewer options compared to online retailers, you can still find quality affiliates representing appliances, clothing, jewelry, and book publishers.
5. Coupon/deal sites: There are also websites that offer discount codes and deals. However, the commission rates on these sites may be lower compared to e-tailers. It's important to assess whether the potential earnings justify the effort.

For new websites targeting the Dutch market, it's wise to focus on monetizing through Bol.com and other relevant e-commerce platforms that align with your audience's buying habits. Additionally, consider additional monetization options based on your niche.

Remember, there are opportunities available, but they may vary depending on the major categories within your domain.

Growth tactics for success in the Dutch space

To increase your revenue and achieve success in the Dutch market, it's important to implement effective optimization tactics that set your website apart from competitors. Here are some proven approaches based on Niels' portfolio strategy:

1. Scaling content: Use automation, AI, and outsourcing to efficiently create informative articles that cover a wide range of user questions without compromising quality. Machine assistance can support human authors rather than replacing them.
2. Internal linking: Strategically interlink optimized pages within your website's navigation to improve the site hierarchy, enhance usability, and have a positive impact on search engine rankings.
3. Conversion testing: Conduct thorough A/B and multivariate testing to experiment with minor variations in user experience. This helps boost important metrics like click-through rates and transaction rates. Prioritize conversion optimization efforts.
4. Quality authorship: Hire knowledgeable local freelance editors who can ensure that your content is written in proper Dutch language, reflects cultural nuances, provides expert-level insights, and includes original reporting. They can enhance machine-generated content where necessary.
5. Mobile optimization: With the increasing use of mobile devices, update your website templates and design to follow responsive design principles. This ensures that your site is optimized for mobile users and can attract traffic from mobile searches.
6. Outreach link building: Move away from spammy private blog networks and focus on building relationships with reputable local industry sites, publications, charity pages, and local business directories. This approach fosters genuine connections rather than just aiming for links and mentions.
7. Email capture: Experiment with targeted communications to capture email addresses, which are crucial for remarketing, sharing exclusive content, and building a loyal community around specific niche interests. Make sure to obtain proper consents according to regulations.
8. Standardization: Implement consistent formatting, modular components, rule-based page types, and branding across all your online properties. This ensures scalability and maintains SEO consistency as your portfolio continues to grow.

By implementing these strategies, you can efficiently build volume while prioritizing user experience. These continuous tactics have been proven to deliver strong and sustainable results in the Dutch market, based on the experiences of current industry leaders. Acquisition of new customers further enhances your opportunities for success.

Buying into the Dutch affiliate market: Acquiring existing affiliate websites

For entrepreneurs who want to generate revenue quickly without starting from scratch, purchasing existing websites can offer significant advantages. Niels, who has successfully grown his portfolio through acquisitions, provides the following advice:

1. Look for sites with stable or growing monthly income below $2,000, as they have clear potential for optimization. One-person operations that are up for sale often come at a discounted price and require minimal changes.
2. Evaluate user experience quality by checking metrics like session duration, bounce rates, and internal navigation. Poor metrics may indicate technical issues or problems with content quality.
3. Assess niche saturation levels and audience sizes. Smaller but specialized niches are less likely to face algorithmic risks compared to over-saturated general topics. Larger target audiences allow for greater scalability.
4. Carefully evaluate linking profiles. Be cautious of private blog networks, as they may face penalties in the future. Consider link ratios and the recency of content to identify cleanup projects that can be realistically achieved.
5. Consider the transfer of seller responsibilities. Prefer dealing with accommodating sellers who can assist with hosting/domain migrations to minimize setup overhead for the new owner.
6. Negotiate multi-month income guarantees from the seller to protect against unexpected drops in revenue. Take into account projected future growth when determining a reasonable purchase price.

By using this framework to screen potential opportunities, foreign buyers who are prepared to optimize overlooked assets can achieve substantial returns through portfolio expansion. A single well-performing acquisition can fund multiple new projects.

Scaling acquired assets quickly

Once a website is acquired, successful owners distinguish themselves through rapid performance improvements. Here, Niels outlines his high-level scaling formula:

1. Standardize the site's architecture and content formats to streamline operations.
2. Conduct comprehensive on-page SEO analysis using specialized auditing tools. Optimize the site for target keywords and internal linking opportunities.
3. Remove prices, refine sales funnels based on goal completions, and extensively test optimization variables through A/B or multivariate testing.
4. Assign subject matter experts or hire specialized writers to create industry-specific guides, in-depth evaluations, and long-form content that establishes authority.
5. Outsource administrative tasks to trusted virtual assistants who can act as site managers under remote supervision, increasing output.
6. Seek industry specialist interviews, leverage connections for guest posting opportunities, and conduct original product testing and reviews to differentiate the site from AI-generated content.
7. Repurpose top-performing pages as internal blog roll links and promote newly published long-form content updates across the entire network portfolio to enhance discoverability.

The Dutch acquisition landscape presents potential opportunities:

• Lower property multiples: The average price-to-earnings ratios are around 20x-30x monthly net profits, making it more affordable to enter the market. Deals under $100k are common.
• Founder burnout: Solo operations often struggle to scale, and regulatory or algorithmic changes have impacted some portfolios, leading to motivated sellers seeking new investments.
• Limited marketplaces: Most deals happen off-market or locally through basic classifieds, creating room for international platforms that increase liquidity and visibility for both buyers and sellers.

When evaluating Dutch properties, watch out for shallow machine-generated content, expired backlink profiles in need of updates, and declining performance from month to month, as these may indicate future issues. On the other hand, signs of stability and optimization potential include organic growth, engaged authors producing new value, and under-monetized opportunities.

Post-acquisition growth strategies

Buyers can achieve growth not just by acquiring other companies, but also by using the following strategies:

1. Portfolio scaling: Acquire complementary businesses in related areas and implement standardized content frameworks, SEO best practices, and consistent technical infrastructure to make operations more efficient.
2. Team build-out: Hire local experts to handle day-to-day operations, expand content, and engage with customers. This allows for autonomous growth while still maintaining oversight as the business expands.
3. Strategic partnerships: Form mutually beneficial relationships by acquiring other Dutch companies, resellers, or suppliers that complement your business. This allows for cross-promotion of products and services to a wider audience.
4. New monetization: Continuously explore additional ways to generate revenue, such as through affiliate networks, paid partnerships, educational/training products, recurring subscriptions, or other emerging business models that are optimized for your specific niche community.
5. Technology advantage: Invest in research and development to create specialized tools, plugins, and software that provide unique benefits to your business and customers in the Dutch market.

By optimizing operations, implementing these strategies, and staying ahead of industry trends, acquirers can gain long-lasting influence, achieve significant returns over the long term, and remain competitive. Taking a strategic approach is crucial.

Challenges and risk mitigation

Expanding internationally always comes with challenges, especially in the Dutch market. Some key risks to consider include:

1. Cultural differences: The Dutch market has its own language, legal system, and behavioral norms. It's important to have local expertise to navigate these differences when operating websites targeted at Dutch audiences.
2. Increased competition: As the market matures, more players will enter and quality standards will rise. This can make it harder to rank and monetize niches that were previously easier, unless you sustain advantages through ongoing innovation.
3. Regulatory changes: Regulatory requirements can change, especially in regulated categories or within the affiliate space. It's crucial to closely monitor any rules that could impact your revenue streams and be prepared to adapt.
4. Algorithm shifts: Search engine updates can have a significant impact on websites' rankings. Lower-quality sites may be particularly vulnerable to algorithm changes, so it's important to stay up to date with technical standards and make necessary upgrades.

To mitigate these risks, it's important to have experienced local advisors, invest conservatively based on potential returns, reinvest cashflow wisely, and focus on acquiring high-quality properties that are less vulnerable to market swings. Thorough due diligence is also essential.

AI's role in the Dutch affiliate space

AI has had an impact on content creation and SEO dynamics in the long term. While some people initially believed that AI would replace search, it has actually become a tool to enhance productivity when used responsibly.

Niels, for example, uses AI to streamline content generation by providing summaries, educational frameworks, and standardized introductory paragraphs for articles. Human editors then add their expertise and expand on the AI-generated content.

AI is also used to screen and verify content to ensure that no auto-generated material is published without proper oversight. This helps mitigate legal and ethical risks while still benefiting from the productivity gains of AI.

However, Niels believes that AI will not replace human-operated assets in the Dutch market. Bots struggle to build deep localized authority and lack the nuanced understanding of specialized markets that humans possess. Quality, experience, and specialization are still crucial for success in search rankings.

For now and the foreseeable future, search remains a meritocracy where human-operated assets have an advantage. Responsible use of AI can assist affiliate entrepreneurs rather than threaten them.

The path forward

As exemplified through the successes of pioneering operators like Niels Zee and Traffic Family, the Dutch affiliate industry presents attractive outbound opportunities for smart entrepreneurs, investors and multi-national businesses alike. With a younger competitive landscape, engaged local audiences and evolving monetization frameworks, the overall upside potential appears substantial.

For those willing to raise standards, apply tested growth strategies, and maintain a strategic long-view outlook even through transitional phases, the Dutch market offers a chance to establish leading footholds serving international audiences from a uniquely advantaged position. Proper cultural sensitivity, quality focus and risk mitigation further enhance chances of achieving sustainable wins.

As more talented global players enter and the space matures, opportunities will compress over time. But for the immediate future, the Dutch internet industry remains broadly open for capable teams seeking to establish new beachheads. With care, insight and experience, breaking into this emerging foreign language market presents a worthwhile strategic play for building a globally-scalable online media business.