Website type: Blog & Ecommerce
Industry: Beauty
CMS: WordPress &Woocommerce
Pages: 200+
The Challenge
The site was predominantly an ecommerce store, which had gone into hybernation during lockdown. The challenge was to revive the website’s ecommerce side, while creating additional streams of revenue from the site. The ecommerce side of things were based in the UK, but shipped worldwide, while the blog was doing quite well in the US.
The Approach
Two additional streams of revenue was implemented on the site
- Affiliate links to related products that complimented what was being sold on the site already
- Google Adsense was implemented on the blog pages
- A content strategy to grow the blog was created to target mostly US searches within the blog’s niche
The Data
Jus shy of a year later, year on year sessions were up by 92%. Monthly sessions were just over 10,000 / month in the beginning of the project, and grew to over 20,000 / month after around 9 months.
Year on Year Organic Performance
Year on year performance after 9 months showed promising growth.
- Session were up by 90%
- clicks were up by 127%
- impressions increase by 78%
- Click through rate improved from 1.8% to 2.3%
Adsense
Adsense revenue grew by 259% from when we first added it to the blog to 7 months later. The page RPM also improved by 50%. November was by far the best in terms of Adsense revenue due to Black Friday ads with a 400% increase compared to our first month.
Keyword Growth
The number of keywords the site was ranking for grew by 5000 phrases, while top 3 positions doubled over the 7 months.
The Results
The blog grew between 8 – 16 posts each month, with articles that contributed to the site’s niche. Internal links really assisted in growing pages / session as well as rankings for both new and older blogs. The use of AI contributed to how many blogs we were able to publish, baring in mind these still needed to be edited and personalised before publishing.
With less than a year into this project, the site is still very small but shows some promising results and growth. I predict there needing to be a decision between Adsense (or an alternative ad revenue platform) and the ecommerce side of the website. Being able to compete with publishers within this niche is also a challenge. Having the resources to publish 3 times a week may not be enough to compete with larger sites who are publishing 3 times a day, along with additional resources such as PR budgets.
It was a good exercise in building out topical authority within particular subjects, and having the chance to look at SEO performance vs ad performance from a blog topic perspective.
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