How I Used SEO to Drive 5 Million Visitors to Gawker Media Sites in 3 Months
Neil drove an extra 5 million visitors to the Gawker Media Network in 3 months and that number is still climbing!
The Gawker Media network approached me for an SEO consultation because it was clear that – despite their tremendous brand recognition amongst consumers and the shear volume of incoming links to their properties – they weren’t getting the share of natural search traffic they deserved. There was something off with their on-page SEO and they couldn’t figure out what it was.
In just 3 months, I was able to drive an extra 5 million visitors to Gawker Media’s web properties through natural search alone. When compared to the PPC ad spend necessary to recruit this number of new visitors, it’s estimated that it would have cost them over a $1,000,000.
When addressing SEO deficiencies on the Gawker Media network of sites, we stuck to the basics. By making substantive improvements to the company’s on-site optimization, link profiles, duplicate content concerns, image search optimization and site speed (as described in greater detail below), we were able to bring about truly incredible results in a short period of time.
Technique #1 — Implement On-Site Optimization Best Practices
The team at Gawker Media does a great job of both publishing content regularly (which is essential for enhancing perceived authority and SEO keyword exposure) and writing on engaging topics that promote community involvement. Unfortunately, a number of on-site optimization errors were preventing the search engines from recognizing the value of this accumulated content, including all of the following:
Technique #2 — Enhance The Value of Gawker Media Link Profiles
In our analysis of the Gawker Media network, we found that the company wasn’t capitalizing appropriately on the tremendous internal linking potential offered by its partner sites. To remedy this, we took the following actions:
Technique #3 — Reduce Instances of Duplicate Content Filtering
Upon accessing Gawker Media network Webmaster Tools accounts, we uncovered a number of duplicate content instances that had been flagged by Google and were potentially limiting the company’s inclusion in the natural SERPs. To prevent these instances from resulting in penalties, we made the following corrections:
Technique #4 — Boost Search Traffic Through Image Results
Optimizing website images for discovery through Google Images and related image search tools is a great way to boost natural search traffic. However, as we found the Gawker Media network websites to be sorely underutilizing this technique, we made the following changes to all images hosted by the company’s sites:
Technique #5 — Improve Site Load Times For Proper SEO
Google’s recent insistence on prioritizing and rewarding sites with fast load times isn’t something that should be taken lightly. To give the Gawker Media properties the best possible chance of ranking well in the natural SERPs, we implemented the following measures in order to improve both the network’s SEO and the user experience on each Gawker property through faster site speeds:
Site speed matters – Because the Gawker sites had been developed well before the introduction of site load times as a natural search ranking factor, their sites were missing critical site speed optimization measures designed to make their web properties as appealing as possible to the search engines. If you haven’t yet implemented site speed based SEO techniques, now’s the time to do so!
Search discovery doesn’t only occur through the traditional SERPs – Though the team at Gawker Media was primarily interested in growing traffic from the traditional SERPs, we were able to generate a significant number of additional visitors via avenues beyond Google’s standard results pages. By expanding into areas like image search, Gawker is now poised to generate the maximum number of visitors possible from the web’s full range of search services.
SEO requires consistent improvements – There’s no arguing with the fact that search engine optimization is a rapidly changing field. But although most of the improvements we made to the Gawker network of sites followed widely accepted SEO best practices, the sad fact is that the company’s web properties likely missed out on a significant volume of traffic before our efforts…simply because they hadn’t kept up with the times!
I’ll show you exactly how to remedy the common SEO errors that could be seriously limiting your ability to secure both the traffic and profits you need in order to prosper online.
It was a pleasure working with Neil. Over a 3 month period he not only taught us about SEO, but he also drove an extra 5 million visitors to our sites.
A few of our clients