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Which isn’t to say that Patagonia buys fewer keywords either; the keywords are just more specific. Todd notes that the company manages more than 10,000 keywords across multiple search engines.

Keeping with the theme of narrowly targeted campaigns, Patagonia’s Internet marketing team accepts referrals from relatively few affiliate sites. Rather than working with thousands of coupon or comparison sites, Patagonia works with upwards of 500 affiliates, most of whom provide information of interest to its customers. Most of the company’s affiliate sites describe techniques in an outdoor sport or discuss environmental issues or environmentally friendly products.