Now that you have created your account with Dating Factory (if you don’t have one yet please create it here: what are the next steps?

Step 1. Think of a good domain name

Of course with Dating Factory platform you can create sites on sub-domains of our domain names, but if you are serious about your dating business and plan to optimize your web-site for search engines it’s better to have your own domain name and build your own brand.
If you decide to go for your own domain you must realize that good and attractive domain name is a huge part of your success. Try to think of a good name for your site then check its availability and buy it if is free.
Getting a domain name involves registering the desired name with an organization called ICANN through a domain name registrar. Once the domain name is chosen, the next step will be to go to a registrar and paying a registration fee that ranges between US$5 to US$35 (for that name). This gives you the right to the name for a year. It needs to be renewed annually, usually for the same amount per annum.
Domain names disappear very fast – many webmasters say that all the good domain names are already gone, and it is probably true that most good domains that are descriptive of products and services have already been taken, especially in the dating or adult dating industry. This is why the services that offer domain search using synonyms and thesaurus search mechanisms can be of great help to anyone trying to think of a good domain. There is always the possibility to spy on the domain names of your choice and purchase them as soon as their current ownership expires, or even buy them from their present owners. This method involves some extra costs – domain names that are in such demand are usually more expensive – plus you may need to pay to the company that will be watching them for you. However the benefits can be huge – starting from the traffic that the domain name already has, and the popularity of the actual name throughout the Internet.
Where to register the domain name? The full list of accredited registrars can be found on the ICANN web-site at
Just a few examples of the good registrars:
As soon as the domain name is registered, go into the domain name control panel and set nameservers of the domain to.
The transfer process will take up to 48 hours, but then you are ready for setting up a web-site with Dating Factory.
To check the status of the DNS transfer, enter your domain name into the search box on the site:

Step 2. Create your sites

After you secured your domains, login to your Admin panel where you will be able to create your sites. It’s pretty simple – the interface is very intuitive. Please note that we have created some tutorials for our partners and you can always find answers to the most questions there. Just go to the Help tab in your Admin panel or to our forum (login there with your forum username and partner password). Also please feel free to contact your account manager. We are working to provide the best service on the white label dating market and will be happy to assist you as much as we can with your new business.
You can launch your site on our sub-domains, but as we mentioned before it’s better to have your own – both for SEO and brand recognition purposes.

Here you can find tutorials on registering your site and domain hosting instructions:

Step 3. Prepare your site for search engines. Make it unique

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via search results as opposed to search engine marketing (SEM) which deals with paid inclusion. Typically, the higher your site appears in the search results list, the more visitors it will receive from the search engines. Quality of your visitors will also depend on the keywords you choose, that is why it is very important to choose the right keywords that are characteristic of what your web-site has to offer.
So what are the steps towards the search engines friendly web-site?

1. Choose your SEO keywords.

Choosing the best SEO keywords is extremely important. The good thing about properly executed SEO is that the work you do now will continually produce results for you for a long time to come. Follow these steps to choose the best SEO keywords for your website:

  • Think about the subject of your website. Write down all the keywords that you think people are most likely to use when searching for the information that you have. Get the ideas from other people: friends, family and customers. Ask them what keywords they have used or think they would use to find your website.
  • Get a keyword tool (e.g. that can give you more suggestions. Many free ones are available online. They will be able to tell you the keywords or phrases that are the most popular and likely to bring you the traffic you want.
  • Find out what keywords your competition uses. Look for the keyword tags in the source code to find these keywords. To view a website’s keywords, while viewing the website in your browser click “Source” in your “View” menu. If that option is not available, then right click in a blank area of the website and click “View Source” from the menu that pops up.
  • Include obvious misspellings of common words (ie: fruitarians and frutarians)
  • Think of split and merged words (ie: vegandating and vegan dating)
  • Think of singular and plurals (ie: community and communities)
  • Think of hyphenated and non-hyphenated words (ie: payment-free and payment free)
  • Think of geo-specific words (ie: Bennington vegan community, London vegetarian dating, Nebraska veggie match, NY vegan dates)
  • Your website name – remember to think about how your customers might search for it, not how you promote it
  • Use a pay-per-click program with a small monthly budget if you can afford it. This will allow you to see how many impressions you are receiving from each keyword or phrase. After a few months, it should be obvious which search terms are the best for your website. Use this information to adjust your SEO keyword strategy to ensure people will be able to find your website through search engines.

2. Create punchy SEO friendly copy for your site and don’t forget the slogan!

The simple truth is this: search engines read text and not much else. You absolutely, positively need to use text on the pages of your site that you want indexed and ranked highly. Not graphical text that you created in your fancy design software, but actual, visible body text.
Ok, so you’ve created your body copy and your site pages are loaded with good text. But your job’s not over! Now you need to get targeted. If your site is on vegetarian dating niche, mention everything connected to vegetarians. You cater for vegans and fruitarians – make separate pages about every vegetarian trend. You need to get specific. This allows you to target niche keywords within your copy and meet the relevancy guidelines for logical search queries.
So now you’ve added plenty of text to your pages and the copy flows well for the reader. You’ve researched your keywords and phrases using WordTracker or something similar and now you’re faced with the dilemma of integrating the keywords into your carefully written copy. So how do you satisfy the search engines without interrupting the text flow for the reader? Very carefully.
Let’s take a look at a practical example. For example someone is running a vegetarian dating site.
Extensive keyword research had determined that the home page should target the following key phrases:

  • vegetarian dating
  • macrobiotic diets
  • fish vegetarians
  • lacto vegetarians
  • ovo vegetarians
  • free vegetarian personals
  • healthy vegetarian dishes
  • veggie singles
  • raw food

So the challenge is to integrate these keywords carefully and naturally so as not to disturb the logical flow of the copy and lose the interest of the visitor. Here’s the result:
“Try vegetarian dating. Our singles’ interests range from macrobiotic diets to raw food. There are fish vegetarians here who are becoming friends with lacto vegetarians and ovo vegetarians and of course vegans. Our free vegetarian personals allow you to meet veggie singles and share organic vegetarian and healthy vegetarian dishes. Vegetarian Dating also provides searches if you are a raw vegan who would enjoy eating raw foods with other raw vegetarians. Eating raw food is your passion, especially organic raw food? Join the fun at Vegetarian Dating site now!”
The search engines are happy because the site contains text content relevant to related search queries, the keywords are not distracting visitors and your site is going to rank highly.

How to add text to your site in the Dating Factory admin?

The Tutorial on this can be found here – please feel free to consult your account manager if something goes wrong:

3. Choose meta tags and add them to the site

Below are some guidelines/tips to help you research, consider and select the meta tag information (title/description/keywords) for your website:


  • Title should be 40-60 characters (including spaces)
  • Incorporate as many of your keywords* as possible in the Title


  • Description can be up to 250 characters
  • Incorporate as many of your keywords* as possible in the Description


Google offers a free keyword tool to help you select keywords at
Keywords are the MOST IMPORTANT element of successful search engine ranking.
No character limit. Just make sure they are relevant, specific, and accurately describe the information offered on your site.
How to add your meta-tags to the site in the Dating Factory admin?
Here is the Tutorial about it – please feel free to consult your account manager –

4. Work on your front page.

Try to make your front page more attractive to your visitors. If you are familiar with HTML and web-design – it would be great if you could create your own design for your site. We will be also glad to create a unique design for your site when you will show us good results with your traffic and sales.
To start off with you can always change your site’s main picture. You can find more relevant picture to your particular domain or niche from numerous image stocks (e.g.,, resize it and add to your web-site.
How do you do this? Just upload the picture via the Other pages and files option in your Sites – Edit menu – and then change the main visual URL to your new picture URL in the CSS or Front page code. Is you are unsure how to do it, ask your account manager for help.
GEO_COUNTY, GEO_CITY – with these macros you can create more enticing texts to make people join your site, like “Find new members in %city% (%country%)”. The city or country will be determined by the visitor’s IP address. For example if you created the text with the GEO_CITY macro on your page like this: Find your love in {%GEO_CITY%} and you visitors came from New York, they will see the sign “Find your love in New York”

Here are the tutorials on how to work with the Other pages and files and Front page (advanced) sections:

5. Header & footer

It is good if your site has its original logo in the header and on the front page that makes your site more attractive and recognizable for your visitors.
Please don’t put any banners that lead to your competitors’ sites in the header and footer as they will distract your visitors from the registration and won’t be approved by the moderation team. You will earn some money on clicks, but will lose more on the not paid subscription and lose members to your competitors.
You can place new links and banners into the footer of your site.
Here is some advice:

  • make your website footer relevant and useful;
  • don’t add too many elements to the footer – it should be clean and concise;
  • follow the common fashion: people want to see common elements at their common places.

One more tutorial for you – to know how to edit header and footer of your site:

Step 4. Tracking and analytics

Dating Factory platform provides you with the best reporting tools in the industry, but it is also important to add traffic tracking such as Google Analytics to your web-sites to get the full data for further analysis. We give you the opportunity to insert your own tracking codes ( into your site to be able to check your own independent stats.
Take a tour to find out how the Google Analytics works here:
To install it when you have the code go to Sites – Edit – Settings for all the pages – Tracking codes in your admin panel
Here you can insert your codes either to the specific conversion page or to every page of your site.
1) Registration attempt tracking code is used for tracking registration attempts – people who filled out the registration form but not confirmed their email addresses yet
2) Registration tracking code allows you to track how many people confirmed their email addresses
3) Payment tracking code allows you to track the initial purchases
First three areas are usually used for tracking the goal – for example with Yahoo Search marketing tracking or Google AdWords or other PPC engines and systems.
4) Every page tracking code is used when you need to gather stats on all the pages (for example Google Analytics)
With Google Analytics installed you can also set up goals to watch – just use the URLs we provided for each goal:
Registration attempt: http://yoursitename/activation/
Registration: http://yoursitename/registration/complete
Payment: http://yoursitename/payment/upgrade/result
Learn how to set up goals in Google Analytics here:
Read more info in our tutorial here:

Step 5. Make your sites seen by search engines

Now when your site is set up and first stage of optimization is complete you need to make sure your web-site is visible for search engines and they do crawl it.
Google has a great tool for webmasters and we strongly recommend you to find out how you can use it for your business here:
Google webmaster tools allow anyone who owns a web-site to track various metrics regarding their site performance. These include anything from problems encountered during search crawls to the most prominent keywords that came up with the results for you site. It is a fantastic tool for anyone who wants to know if Google (and other search engines) are having trouble crawling their site for one reason or another.
Add your web-site verification meta-tag via the Sites – Edit – Front page (Advanced) option after the meta data macro or upload the file via Other pages & files – Upload the file option.
Edit your XML site map and Robots.txt files if needed:
– tutorials that help find or disallow search engines to find certain pages on your sites. By default common static pages like FAQs, Terms, Privacy, About, etc. are disallowed in your Robots.txt file in order to avoid duplicated content problems over the Dating Factory network.
After making sure your web-site is ok and there are no crawling errors submit it to all the search engines you can find – including your local and niche ones to get the maximum exposure. Search Google for other search engines list and start submitting!
Here are some examples:

Step 6. Provide backlinks from good resources

Dating directories

Submit your sites to all the dating directories within your country or geo market you target, do this to international directories as well as your own. Submit to not dating but niche directories – for example if you run a disabled dating site submit it to the page with the resources for disabled people. Do this with every new site that you produce. The results are steady and regular enough to get you a constant stream of traffic. Search Google or other search engines to find a listing, there are thousands around.
Good examples of directories are or
Don’t forget to use your SEO keywords in your links anchor text – this way you will get the most effect from these links in terms of the optimization for search engines.

Banner exchange programs

Get a list of banner exchange programs and submit your sites to these systems. You will need to add a link or banner in exchange, but you have the ability to do this via your management area (you can place these banners to your site’s footer, or you can create a “links” page and put all banners there). If you have problems – just ask us. Don’t put adult banners on the dating niches as they will be deleted by our moderators as it is prohibited by our editorial guidelines.
Don’t forget that any template we create has its own set of banners – use them for the banner exchanges. You can find the banners here:
Sites – Edit – Promotional materials – Banners
Don’t forget to interlink your own web-sites on Dating Factory platform – we do employ cross-selling strategies, but make sure you add your own as it is a known fact that 40% of your dating sites members will be happy to join your casual or adult sites too! Interlink them with the internal banners spaces you have in the admin – read more about them in our tutorial:

Groups & social networks

Until relatively recently, WEB 2.0, social networking and blogging were unknown entities and even after they were first launched online you would not have used them to advertise your website. Now they are a major means of enabling you to attain high search engine listings by rapid changes of content which search engines love and reward well.

WEB 2.0 Sites

WEB 2.0 sites are social network and social bookmarking sites, examples of the latter being Technorati, (formerly, Reddit, Blink, Furl and hundreds more. Social networking includes Friendster, Facebook, MySpace and YouTube and can be used both to attain links back to your website and inform others of your products, and Facebook has also launched their new Facebook Ads which are competing against Google’s AdWords program. All of these can be used to advertise your website.
By registering with these sites you can not only include your websites in your profile on many of them, but also tag your web pages or even entire websites. Individual pages can be added to your social bookmarking sites at the single click of a button, and your blog postings can be pinged to sites such as Technorati so that they are immediately published to the world at large.
Currently, one of the most popular of the WEB2 sites is Twitter that can be accessed through your cell phone or your computer. By selecting the right followers, Twitter can become an amazingly successful advertising tool for your website, particularly if you are in a specific niche. You could build up a good group of people interested in dating. By restricting your followers in that way you can communicate with them instantly and as regularly as you want to.
Your Facebook Friends could include a group interested in your niche. Your videos can be sent to them from YouTube and the applications of these social networking sites to specific niches and groups of people is limited only by your imagination.
As an example, you can keep in touch with customers, your email lists, prospects and just friends that have the same interests as you.

Blogs and Blogging

A blog, or weblog, originated as an online diary of personal thoughts and website notes, but blogging has now developed into a highly sophisticated marketing technique. You can have a blog on each of your interests: one for Adult dating, one for Disabled dating, and so on.
Blogging is an extremely good way of attracting members. Create a discussion with a controversial subject in order to get responses. Do not do this as a direct advertisement or you will be dropped – you need to get involved in other discussions first.
For example:
Also talk about dating and relationships on the target forums – these can be a great traffic source for your web-site.
WEB 2.0, social networking and blogging are not only extremely useful tools to support a niche website, but also useful entities in themselves. Many people use blogs rather than websites in affiliate marketing, and blog pages can be used both to pre-sell and to review affiliate products. They also make excellent mini sites to promote a number of different affiliate products.
Promote these on social networking sites, ping changes to social bookmarking sites and tweet them to your Twitter followers and you will be making good use of this new technology using WEB 2.0, social networking and blogging to advertise your website.

PR releases

There are plenty of places where you can place PR releases for free and get noticed by a prospective.
So here is a list of a few free press release distribution sites:
You can write about your site’s features (50 free emails, Gold profiles for women, etc.). Maybe some success stories from your site’s members. Show everyone that your site is one of the best on the market. Also think about paid releases on

Step 7. Put the budget aside for paid advertising

This is more sophisticated than other forms of marketing and it may take you a while to work it all out. However it can be particularly effective, especially if you have a niche site or sites, where costs will be low and rewards much higher. As well as Google, Yahoo Search Marketing, FaceBook, PlentyOfFish, Bing and others do a similar kind of program (e.g.
Paid advertising is the best solution to the marketing problem, by letting people know that you are ready to do business and that you are here. A PPC campaign management plan, abbreviated from Pay Per Click, is one of the most effective and quickest ways to advertise your website on the net.
Search engines lead to hundreds of results from certain keywords or phrases that people may type in, subsequently leading to hundreds of different websites. To use a PPC campaign for advertising on the net, business have to create a plethora of keywords and phrases often associated to their business that they may be running. Therefore potential customers can be lead to their business site after they have typed in these keywords into search engines.
PPC basically operates purely behind this concept. It demonstrates that the use of the correct keywords that people use associated with a business website, and they can be searched on the net, which leads to your site, ultimately gaining traffic.
Popular keywords tend to be more expensive than others therefore it is imperative that selecting the correct keywords is taken seriously so that you may receive your money’s worth. Your PPC campaign must be managed wisely for this important reason. On some occasions, keywords that are not so expensive and much less popular are better to use, because it works out beneficial for a limited budget. PPC campaigns have even sometimes received hired help from trained consultants, whom businesses may choose to invest in.
The PPC campaign management area consists of a lot of experts that specialize in the field. They are seen to be beneficial due to their assessments of the needs of their clients and always have strategic plans in hand. Using this, a PPC campaign is then created that caters to their client’s specification.
Profits can potentially be achieved in large amounts using the right set of plans, which is why many large online businesses use PPC ad campaign consultants with a professional expertise. There are increased chances of customers finding your website by clicking keywords, which would mean the more keywords the better. Bid Rank and GoToast are examples of some software you can purchase to track down your keywords listing.
It is advisable whilst running a PPC campaign for your business online that your keywords that you purchase are enormously related to the subject matter of your business. Thus people are not confused about the content of your website because they know exactly what they are getting. The key to success here is to use words that cost very little but keywords or phrases that are searched very frequently.
Generally, customers are more likely to make a transaction on your website if they stay on it for a longer period of time. However, to be able to lure them into your turf is the first thing you must do.
Before starting your PPC campaign, you should always do thorough research on the subject area as PPC search engines are very common, and there are many to choose from. The bigger PPC search engines would charge more for the same keywords than the smaller less renowned search engines.
Please don’t forget to limit your PPC campaign geographically if you did it with your site. Also we would like to give you an advice: if you are running your site worldwide – you should run your PPC campaigns for countries with good level of life only, because the traffic, that will come from Ghana or Nigeria, for example, will never convert.

Landing pages mechanism

So now that you may have defined the most appropriate bid management strategy, the next step you need to take to help the strategy be the most effective it can be is determine where people will enter your site.
Many PPC campaigns tend to send people to the home page of a site. This could make no sense. Why would you force your potential customers to wade through a site just to find what they were looking for in the first place?
With a web property, you have the ability to steer your customer right to the product they were searching for, encouraging them to buy sooner.
By landing your customers on the page they are looking for, you are encouraging them to purchase without thinking about it too much.
The first step is to get your visitors to the page they are looking for as fast as possible. If you are running campaigns saying: “Find dates in Washington DC, USA” why not to bring your visitors to the page where they find people from Washington DC, USA and relevant copy? (You can edit members block on your site via your admin panel by editing the MembersNewMacro attributes in the Front Page advanced section)
We have also added dynamic keyword insertion tool so you could pass the keyword from your PPC campaigns in the URL and your landing page would insert it instead of the special macro.
Do not hesitate to read the tutorial on how to work with the Landing Page section here:

Dating Factory marketing blog

We do care about our partners. That is why we also have plenty of useful articles in the blog here: We are sure that you will find some useful thoughts there, so please, take a look at it – we write on PPC advertising and SEO, AB and multivariate testing and running successful marketing campaigns.

Step 8. Analyze your data and performance

At its most fundamental level, a dating site is a direct marketing business. In order to ensure it’s working well, you need to have access to marketing data at a very granular level, and understand what it’s telling you. Within Dating Factory’s “Reports” section, there’s everything you need to track your business effectively.
There are many metrics you can use to measure the performance of your business, but boiling things down, there are only three that really count:

  • how much it costs you to acquire a registration (CPR)
  • how much it costs you to acquire a paying member (Cost Per Subscriber or CPS)
  • how much that registered or paid member spends with you throughout their time on your site (LifeTime Value or LTV).

Beyond these there are many others, but if you’re doing things right they should all be helping you answer these questions…how much you pay for a subscriber, and how much they spend with you. If there are metrics you currently use which don’t help you answer either of those two questions, then they should be discarded.

Cost Per Subscriber

Taking the first half of the equation – CPS – you will be managing this through your Adwords campaigns (as long as you’ve set the tracking up successfully), and any other marketing initiatives you have underway. There’s not much you can do about this within Dating Factory’s admin – it’s our ability to drill down into revenue per member that comes in really useful. But you absolutely must know how much you spend to bring in a registration and a paying member.

LifeTime Value

So through your marketing activities, you have a good understanding of how much it’s costing you to get a paying member on your site. Through the admin, you can find out LTV (and therefore your profitability) by doing the following:

  • Go to Reports from the main menu
  • Under Type select “Overview”
  • Under Date Range, select “Total”
  • Select the site you want to analyse
  • Select the Traffic you want to analyse (eg your own or affiliate traffic)
  • Under earnings Owner, select which earnings you want to see (for your sites and campaigns choose “My earnings”)
  • Under View Reports, select “Total”
  • Click on “Run & View”.

On the resulting report that you see, the magic numbers you’re looking for are on the far right -“Registration value” and “Paid member value”. These are your LTV numbers.

Take the long view

It’s important to note that the younger your site is, the lower the LTV per member will be. It really takes between 6 months and a year for the full LTV to be identified, so you shouldn’t be disheartened if your CPS or CPR are way above the LTV for the first few months. Your LTV will build, and you should work with your account manager to understand the profile of how it’s likely to build, so that you can manage your cashflow properly.

Further Granularity

As well as giving you an overview of how profitable your site is, you can break this data down in a number of ways to help inform your marketing campaigns & decisions. For example, you may be running campaigns in different countries, to different age groups…how do you know which ones are more valuable to you, and therefore which ones you should focus on?
Within the Reporting section, you can fine tune your reports to find this sort of thing out. On the left-hand side, you have the options of breaking your reports down by:

  • Country
  • Gender
  • Age

This level of granularity gives you really valuable data with which you can assess the relative profitability of marketing in different countries, and to different age groups (particularly useful for example on Facebook, or the content network, where you can stipulate the age of your audiences).
To know more about Dating Factory reports, please read our tutorials here:

Step 9. Influence your conversion rates

Sending newsletters to members.

If you go to the Sites – Newsletter to members option in your admin area, you will be able to create mass emailing campaigns to your members. By doing this you can increase your personal registrations to payments conversion rates and make members more active as you make people feel that they belong to the community and that you do care about their success. Some members may have forgotten that they had registered on your site before, but the newsletter may make them come back to the site.
Please take a look at the tutorial on how to work with Newsletter to members section here:

Cross-selling and adding the banners to the internal pages of the site

Many early stage businesses that offer more than one product or service can do a much better job of educating customers on the different solutions they deliver. This type of cross selling can be a highly effective tool for a business.
But maybe you worry about irritating them with too many sales pitches to buy more. Don’t! Surveys show that most buyers appreciate being told about additional products or services that might better meet their needs or about new items that were not offered in the past. It’s a way of demonstrating that you are aware of their needs and care about their satisfaction. So do not hesitate to create more sites on different niches and cross-sell them with links, banners, etc.
Did you know that you could put your banners to the internal pages of your site? Of course you can add them to your header or footer via the Header & footer section of the site editing area or to the static pages via the Other pages & files section. But also you can add them to the dynamic pages instead of our system banners with the Chat demo.
To know more about this – please read our tutorial here:

Countries and niches that convert

Whether you are creating a site or setting up a PPC campaign – you should know what the best converting countries and niches on our system are. As the info is changing all the time, we are currently working on adding the dynamic page with the latest reports on it. But now please just ask your account manager about numbers for the niches and countries you are interested in.