Scaling a News Website – A Case Study
Overview of the News Website
Disclaimer: We have intentionally altered the name of the news website owing to the confidentiality agreement and their reservation to be named or identified publically.
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About XYZ News Website.com
XYZ News Website.com is a dynamic and fast-paced news platform that provides up-to-date information on current events and trending topics.Â
With a focus on delivering timely and accurate news content, XYZ News Website.com aims to keep readers informed and engaged.
Background
Before partnering with Uvisible, XYZ News Website.com faced challenges in driving organic traffic and generating consistent revenue.Â
The nature of the news industry, with its ever-changing topics and short shelf life, presented unique SEO challenges that required a tailored strategy.
Acquired Rankings for Evergreen Content
Acquired Rankings for Evergreen Content
In traffic from Google Discover
In traffic from Google Discover
For event based keywords
For event based keywords
Challenges Faced:
- Limited Traffic from Google News: The news website struggled to drive significant traffic from Google News, which affected its overall visibility and reach.
- Competition from Larger News Websites: Users often preferred clicking on more prominent and established news websites, leading to less traffic for the client's site.
- Short Shelf Life of News Content: News stories have a brief lifespan, typically lasting for 48 hours or less, making it challenging to generate consistent traffic throughout the year.
Solutions Implemented
- Experimenting with Compelling Story Titles: Our team focused on crafting engaging and appealing titles to attract users' clicks on the client's site instead of more established competitors.
- Diversifying Content across Various Categories: To broaden the website's appeal, the client started covering additional topics beyond news, such as health, entertainment, astrology, etc.
- Thorough Keyword Research and Content Calendar Planning: Extensive keyword research was conducted to identify popular topics, enabling the creation of a content calendar for strategic content development.
- Training the Content Writing Team in Creating Search Engine-friendly Content: The content team received training on writing content that adhered to search engine guidelines, incorporating relevant keywords, and optimizing elements like meta tags and heading tags.
- Enhancing the CMS with SEO Elements for Optimized Publication: The website's CMS was improved to include SEO-friendly elements like page titles, meta descriptions, heading tags, and internal linking, ensuring that published content aligned with search engine preferences.
Traffic from High RPM Countries
Increased by 10 Times
in RPM and overall Ads Revenue
in RPM and overall Ads Revenue
In repeat traffic
In repeat traffic
Results Achieved
- 6x Increase in Organic Traffic: Through strategic SEO efforts, the news website experienced a significant boost in organic traffic, growing it sixfold and reaching 1.2 Million visitors per month.
- Improved Visibility and Domain Authority: The website's enhanced SEO practices contributed to increased visibility and higher domain authority, establishing the client as a trusted news source.
- Expansion of Reach through Non-news Content: By covering diverse categories, the client was able to attract a wider audience and generate additional SEO traffic beyond news stories.
- Enhanced Backlink Profile and Domain Rank: The combination of quality content and relevant link-building efforts led to a stronger backlink profile, improved domain rank, and increased authority.
- Sustainable Growth and Positioning as a Reliable News Source: The implemented solutions resulted in sustainable growth and positioned the client's website as a reliable and comprehensive news destination, driving long-term success.
Challenges and Success Factors
- Conversion Rate Optimization: Took a data-driven approach at every level to improve the conversion rates.
- ROI positive: Overcame high CPA by optimizing the campaigns to become ROI positive and generate a high LTV.
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Conclusion
The News site implemented the right technical SEO setup coupled with building content that was required by the users and in-line with Google. By adopting a dynamic and adaptable SEO approach, XYZ News Website.com increased the organic traffic by several folds.
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With the right SEO base, the traffic increased, and the news site and its team learned how to write SEO-friendly content and incorporated these content-writing techniques into every piece of content that was built further.Â
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