Build something so valuable that Google looks stupid for not ranking it

Around 2010, I was deep into the affiliate marketing scene. I was fortunate to have a 9-to-5 job where I could overdeliver on expectations and still have hours each day to work on my own projects.

Once I saw Jeremy Schoemaker (ShoeMoney) get a $150,000 check from Google, I was hooked. Looking back, I attribute 80% of my SEO skill set to the curiosity and determination this experience sparked.

I built everything from a Vikings football blog (sold for a whopping $200) to a discount cowboy boots site generating $800/month. I even had a “how to become a lawyer” site earning $100 to $200 a month before eventually bringing in $1,000 to $2,000 a month through selling links advertising.

But the real money came when I dipped my toes into car insurance lead generation. Not quite $150,000 checks, but $3,000 to $5,000 a month for nearly two years, with limited post-launch site updates.

At the time, I earned $55,000 at my full-time job and another $40,000-$50,000 annually from these side projects. Not bad for a guy figuring things out through trial and error.

Here’s the thing: I wouldn’t build any of those sites the same way today.

The affiliate game has changed dramatically over the past decade. But that doesn’t mean the opportunity to build income-generating websites is dead.

Today, I want to share how I’d approach building one in 2026.

The Google-dependent affiliate playbook is dead

Let’s be real: What worked back then offers little value today. The equation was simple: launch a website + publish keyword-targeted content + get links (lots of links). Rinse and repeat… “quality” be damned.

Google’s Panda and Penguin updates killed off plenty of these sites. Fast forward to 2026, and AI Overviews, competitive SERPs, and commoditized content have made the old model even harder to sustain. Ranking well no longer guarantees the traffic it once did.

Yet, too many people still think Google owes them organic clicks. Not once did one of my sites die and leave me shaking my fist at the Google gods. I knew what game I was playing.

The money was nice, but factor in my time, and I probably averaged $1 an hour (at best!). You also don’t see my failures: heated toilet seats, baby Jordans, three other insurance sites, and so many others.

The biggest difference today? I wouldn’t build a business where Google rankings are the business.

I’d build something people actively seek out, return to, and recommend. Search would still matter, but it wouldn’t be the only thing keeping the lights on.

Here’s how I’d approach it today, using many of the same principles I’ve applied to SEOJobs.com, PPCJobs.com, and other projects that I don’t share publicly.

In 2010, I figured out how to rank. In 2026, I’d figure out how to get people to care.

If I had $100,000 to build a website today, here’s where I’d invest it.

Can you do this for way less? Absolutely. But understand you’re trading money for time, and building from scratch takes a lot of sweat equity and time to see results (if you see them at all!).

Find an audience, not just keywords ($SweatLabor)

Back in the day, I’d fire up Semrush, export keywords with search volume, and start building pages that map to a spreadsheet. Today, I’d start by understanding the audience, their problems, and what they’re willing to pay to solve. (Eek! It’s almost like creating a real business!)

I’d start by researching Reddit, Quora, competitors, and real conversations. Not keywords, not query fan-outs, not authority… real people’s thoughts/contributions!

SEOJobs.com is a perfect example. Traditional job boards return everything from SEO specialists to developers with “SEO knowledge” buried in their descriptions. I saw the problem and built something specifically for search professionals.

Buy or build yourself an advantage ($25,000)

Here’s where that $100,000 starts making sense. I invested five figures acquiring SEOJobs.com. Exact-match domains aren’t the SEO cheat code they once were, but their branding value can be enormous… not to mention any existing content or links attached to them.

I am a huge believer in the radio test. Mention SEOJobs.com at a conference or on a podcast, and people instantly understand what it offers and where to find it.

EMDs aren’t always appropriate, especially if you want to expand beyond a narrow niche. But whether it’s a memorable domain, existing audience, or established website, I’d consider paying for an advantage that otherwise takes years to build.

Create something AI can’t easily replicate ($15,000)

We had content spinners back then. Today, AI can generate entire websites in minutes. Different technology, same temptation to publish absolute garbage at scale.

I’d invest in proprietary datasets, tools, credentialed research, and resources that solve problems you uncovered during audience research.

For SEOJobs.com, that means real job listings, interview resources, career guidance, and salary insights. Not another generic “How to Get an SEO Job” article written to “rank” for a keyword.

Build something genuinely useful, not another website that exists solely because a keyword tool showed search volume. As the title of this post states, when you build something so awesome, only Google (and other sources) look stupid for not including you in their results.

I’d invest my energy in distribution ($20,000+)

This is the hardest part and where I’d spend the most time. A blog is not a distribution strategy. Publishing 100 articles and praying for rankings isn’t much better than publishing one (well, I guess you save on AI credits…)

Real distribution requires relationships and providing value to audiences beyond your own.

For SEOJobs.com, industry professionals like Aleyda Solis and Areej AbuAli share relevant listings in their newsletters and Slack communities. Search Engine Land also publishes job listings from my job boards weekly. These relationships opened doors, but they continue because everybody benefits: I get exposure, and their audiences discover relevant opportunities.

value/value = win/win. This is the key to winning in 2026

I’d use the $20,000 for targeted sponsorships, paid media promotion, partnerships, and experimenting with new distribution channels. But the real investment is sweat equity: building relationships, earning trust, and getting people to care.

People can’t love, hate, or recommend a business they’ve never heard of.

Operations, experimentation, and monetization ($10,000)

Here’s where AI has changed the economics. Hosting, website development, AI, and lightweight tools can get a legitimate business running without a crazy investment.

I’d keep operations lean and experiment with multiple revenue streams. SEOJobs.com generates revenue through paid job listings, sponsorships, and CPC partnerships, without charging job seekers a penny.

My old insurance site relied on a single revenue model. When payouts dropped from roughly $13-15 to $1-3 per click, so did the site.

And the remaining $30,000? I’d keep it in reserve until I identified opportunities worth investing in. Just because you have the money doesn’t mean you need to spend it. Below are two affordable services I go to when launching new projects. 

Warning: Don’t waste your time/money if you’re building garbage. These resources only speed up the process for websites that actually provide value. It won’t polish your turd into gold.

• Submit your XML sitemaps to GSC and then head over to Ian Nuttall’s indexmysite.app. I doubted him, but he gave me testing credits so I could try it myself. I’m eating crow now and sharing so you don’t miss out. It’s my first step with all sites now.
• I pick up branded homepage mentions through PR outreach. Think HARO-type quotable links attributed to you that get in front of real audiences.

The game has changed. So should your expectations.

Looking back, the money wasn’t even the most valuable part of building those affiliate sites. It was being responsible for everything.

We, SEOs, love to complain that clients won’t listen, developers won’t implement our recommendations, or leadership won’t give us the budget. But when you own the entire business, those excuses are just that: excuses; they happen (or don’t) because of your decisions, and your decisions alone.

Every decision is yours. The research, execution, promotion, and monetization. When something fails, there’s nobody else to blame. And believe me, I failed plenty.

That experience taught me more about SEO and running a business than any client engagement ever could, and that’s a big part of why I’m successful as a consultant.

So whether you’re building a $100,000 business or a $500 side project, build something you own. You’ll learn more from its failures than you ever will from another SEO checklist.

Pay your $8/month for GPT? Ask it to build a profitable affiliate site and ping me when you get paid.

This post first appeared on the author’s website and is republished here with permission.