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Key Drivers of Traffic Growth
There were a few key elements that led to the widespread and sustained growth of the project, these range from commonsense to technical, but come down to three main focus areas:
Math – we took a mathematical approach to designing an evaluation model that would allow us to gauge opportunities based on their potential returns. Ultimately this led to the creation of what we now call our keyword opportunity evaluation, which is a financial model that measures the approximate output (traffic) based on a finite set of inputs, including elements like average DA, number of links / linking domains, age of site, content footprint, etc.
Analysis – Using our newly built algorithm we got to testing, creating websites to test content patterns and architecture. We were quick to declare defeat within verticals without traction, and paid close attention to where the traffic was growing the most. The algorithm started to take shape and after roughly 3 months was able to identify within an order of magnitude the amount of traffic we could acquire for a given set of costs.
Pumpkin Hacking – This is a term that I came across (thank you Peter Da Vanzo) that seems to describe exactly what we did to continue to grow our traffic by double and even triple digits, month after month. The core concept is simple; focus resources on building what works. What this meant for us was paying attention to the search verticals and content that received the most traffic, most comments, most social shares, and being quick to cut the cord on traffic that didn’t perform.
Building a Keyword Database
This is an obvious no-brainer for all SEO’s, however, unlike most search campaigns – this was a big keyword database, to the tune of 50,000 keywords.
The main idea here was leave no stone un-turned. Since we were of the mind to test everything and let the performance metrics dictate where to allocate resources, we had to get creative with query combinations.
We first went through all of our target search verticals, as dictated by our chosen go-to-market categories, which I think was roughly 19 to start. The next step was to identify the top 100 highest search volume terms within those verticals and scrape the top 100 URL’s that were currently ranking.
From here we began what started out as an exhaustive process of evaluating the opportunities for each keyword, and then aggregating opportunities to discern which categories we needed to focus on to grow traffic.
Essentially we targeted the low-hanging fruit; keywords identified by our model that could generate a minimum level of traffic in 3 months or less, with a minimum investment in content development.
There were a few key elements that led to the widespread and sustained growth of the project, these range from commonsense to technical, but come down to three main focus areas:
Math – we took a mathematical approach to designing an evaluation model that would allow us to gauge opportunities based on their potential returns. Ultimately this led to the creation of what we now call our keyword opportunity evaluation, which is a financial model that measures the approximate output (traffic) based on a finite set of inputs, including elements like average DA, number of links / linking domains, age of site, content footprint, etc.
Analysis – Using our newly built algorithm we got to testing, creating websites to test content patterns and architecture. We were quick to declare defeat within verticals without traction, and paid close attention to where the traffic was growing the most. The algorithm started to take shape and after roughly 3 months was able to identify within an order of magnitude the amount of traffic we could acquire for a given set of costs.
Pumpkin Hacking – This is a term that I came across (thank you Peter Da Vanzo) that seems to describe exactly what we did to continue to grow our traffic by double and even triple digits, month after month. The core concept is simple; focus resources on building what works. What this meant for us was paying attention to the search verticals and content that received the most traffic, most comments, most social shares, and being quick to cut the cord on traffic that didn’t perform.
Building a Keyword Database
This is an obvious no-brainer for all SEO’s, however, unlike most search campaigns – this was a big keyword database, to the tune of 50,000 keywords.
The main idea here was leave no stone un-turned. Since we were of the mind to test everything and let the performance metrics dictate where to allocate resources, we had to get creative with query combinations.
We first went through all of our target search verticals, as dictated by our chosen go-to-market categories, which I think was roughly 19 to start. The next step was to identify the top 100 highest search volume terms within those verticals and scrape the top 100 URL’s that were currently ranking.
From here we began what started out as an exhaustive process of evaluating the opportunities for each keyword, and then aggregating opportunities to discern which categories we needed to focus on to grow traffic.
Essentially we targeted the low-hanging fruit; keywords identified by our model that could generate a minimum level of traffic in 3 months or less, with a minimum investment in content development.
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