This video is about a niche site that I sold for $235,000 in 2017.
And this is part 2 so be sure to check out part 1 if you haven't seen it.
I'm Doug Cunnington, from Niche Site Project, I talk about Amazon niche sites, productivity,
and project mgmt
I was brought in to help this website improve its traffic and profits so we could sell it
for $500,000 (text appears)
I told you all in part 1 that with my background in project management and internet marketing,
I created a plan for us, called Project Go White Hat (text appears, ding).
We had 3 basic steps for this plan: ("1.
Guest Writers" appears; ding) Replace all of the Personal Blog Network links with "guest
writer" links.
("2.
Improve content" appears; ding) Improve the existing content
("3.
Keyword Golden Ratio" appears; ding) Add more content that is Keyword Golden Ratio
Compliant
For more details on that, check out Episode 1.
But for now, I want to tell you what happened next, because of course, we hit our first
big bump:
We had serious Negative SEO problems.
Negative SEO (Text appears) is essentially when competitors are creating backlinks to
your niche site that violate google's rules, resulting in google penalizing you and your
site.
It's a way some sites use to hurt the competition.
NOT COOL
Our site was getting tons of negative SEO, meaning the competition was hitting us hard
with terrible links.
So, we started closely monitoring that problem.
At the same time, we started working on our guest posting campaign, to help get rid of
those Private Blog Network links we were working to reduce. and those backlinks don't violate
Google's rules
We had 10 new guest posts ready to publish, sent out to various bloggers and editors,
when I realized we had a big problem.
7 out of 10 of these posts contained what's called Exact Match Anchor Text (Text appears,
maybe in big red letters).
Anchor Text is just the hyperlink that is clickable in an article or on a website.
Think of the words that link to another website when you click on them, they're often blue
(example text appears, most likely nichesiteproject.com), that's anchor text.
Using Exact Match Anchor Text means that they were using links that were an "exact match"
to the content, like linking to a webpage on dog collars (image of a dog collar appears)
by using the clickable words "dog collars" (text appears).
This kind of backlinking can cause issues with google, and can result in your site getting
penalized for having "unnatural links," (text appears) just like Negative SEO.
Essentially, we were accidentally setting ourselves up to be penalized.
To be honest, this was largely my fault-- I hadn't confirmed that my writing team
and outreach manager were aware of avoiding Exact Match Anchor Text, so this was a learning
moment for me, as well as for our niche site and team.
We had already sent out the articles to other websites to be published, they were all ready
to go, and I knew we were about to cause ourselves a lot more problems by allowing them to be
published as is.
I had to think fast.
We decided to contact each of the bloggers and editors who were about to publish our
content, and ask them to publish a new version of the article.
It was risky, but it was worth it to hopefully avoid some of the hassles that would happen
if we published 7 new articles with Exact Match Anchor Text.
We didn't get to change them all, but 4 out of 7 used the updated version of the articles,
which meant a lot less Exact Match Anchor Text making its way out there.
We were relieved.
So then it was time to focus on our next set of challenges.
We survived our first major hiccup, and we had handled it well.
We knew we were still in good shape, and could continue moving forward.
We were ready to keep improving our website and getting it ready to sell.
We decided to take massive action (text on screen) to improve our site.
Here's what we did.
We improved the content
We identified that there were 8 pages that were actually providing us with most of our
profit.
We hired excellent writers to expand and improve each of these pages, which greatly improved
our traffic and profit.
It's amazing what a difference having better quality content will do, and by figuring out
which pages were actually bringing us a profit, we didn't have to commit to a complete overhaul
of every page on the website, only the ones that were already making us a profit.
The next thing we did as part of this massive action was
We got rid of those Personal Blog Network (text appears) links, or "PBNs" (text
appears)
We focused on getting more guest writer content on the site.
We hired writers, which can seem like a big cost, but in the long run will almost always
end up paying off.
We needed to get rid of 45 PBNs (text appears) and we committed to getting rid of 15 PBNs
a month (text appears), which was an achievable goal that would make a big impact long-term.
We also decided to add 60 new pages of content (text appears) to help continue to boost traffic
and profits.
We saw great improvements with these steps-- our profits were steadily going up, we made
$10,000 in September; $14,000 in October, and $19,000 in November! (text appears on
screen) we were making great progress on our goal to be able to sell this site (graph appears
during this).
Our steps were working!
But, naturally, we were about to run into another big problem.
The content team.
Now, to start off with our writing team was doing great.
We were producing and improving content (text appears), and they were writing our guest
posts too (text appears) too.
I hired a team of freelance writers (text appears; ding)to do the articles and a content
manager(text appears; ding) to help edit, proofread, and get the articles ready for
publication.
When we started out, we were doing great!
The writing team was producing about 30 articles a week(text appears; ding).
That's a good rate for a website our size!
However, pretty quickly that started to fall apart.
Their rate slowed down steadily to around 7 articles per week(text appears; buzzer),
and when I asked the content manager what was going on he kept putting me off.
I wasn't getting the information I needed, and meanwhile, this was the week before Christmas
(some sort of image or graph w/ sound effect)
So I had to take action.
First, I made attainable goals for the writing team.
Instead of giving them one big assignment of publishing 35 posts, I instead asked them
to work toward getting 4 posts a week published.
This made their work more manageable and helped them see it as a process, rather than a finish
line.
I hired 3 new writers to help our writing team out with producing more content including
the guest posts.
Sometimes, you have to be willing to invest more money short term for it to pay off long
term.
So, you might be wondering, "did it work??"
Yep.
We were able to improve the guest posting rate(text or graph; ding), but were still
behind schedule.
So, a positive, but not necessarily a complete solution.
Luckily, hiring additional writers did solve our content problem, we were able to meet
our content goals (text or graph; ding) and produce more articles.
However, we still had a lot of work to do.
We decided to hire an outreach team (text; ding).
This was essentially a few people who we hired exclusively to build relationships with bloggers
(text; ding) and get guest posts published (text; ding).
These folks are different from writers, because instead of creating content, their entire
focus is on getting it out there.
Having both kinds of people on your team can be a really valuable asset and save you a
lot of time.
So we were feeling really good! (thumbs up image or something similar on screen; ding)
we had solved a lot of problems, and we were steadily improving.
However, if you've been following this story, you know that means that things were about
to go wrong again.
If you already run an amazon niche site, you might know that Amazon changed their commission
structure (text on screen) in March 2017.
When this took effect, it wasn't great for us, or most niche sites.
Most people I talked to experienced a 34-48% revenue reduction (text appears; buzzer),
so all things considered we actually got off kind of easy with about a 35% revenue reduction
(text appears).
But still, that was pretty hard to take after putting in all of this work over the past
several months.
We had done amazing work.
We had increased our revenue by 320% (text appears; ding)....
In 4 months! (text appears; ding)
But this change in Amazon's structure really changed everything for us.
We realized that we could spend countless more hours and dollars on trying to sell this
site for $500,000, or we could accept that the rules of the game had changed, and we
could move forward accordingly.
We agreed to finish out our plan for improving the site, and then posted it for sale, and
try for the best price we could get, knowing it definitely wouldn't be $500,000.
We ended up selling our site for $235,000 (text appears)!
Now, I know some of you are definitely thinking, "wow Doug, you said you were going to sell
this site for $500,000, that is definitely not $500,000, why are you celebrating?"
The answer is actually pretty simple.
We accomplished what we wanted to with the site (text appears; ding); we sold the site
for a good profit (text appears; ding); and I honestly learned so much in this process
(text appears; ding).
Sometimes, things change, like the Amazon commission rules, but I know that being able
to adapt quickly and effectively is what makes me and my sites successful.
And now, I'm armed even better for the next challenge I decide to take on.
Hopefully, you feel a little better armed too after watching this video series, to keep
working on improving your niche sites, or to start a new one!
I know these guidelines will really help you increase and improve your traffic and revenue.
Please leave questions and comments below.
Like this video if you found it helpful and SUBSCRIBE for more like it
And check out my website, nichesiteproject.com for more details on a lot of this information,
plus the sign up for the email list!
I have tons of useful articles and videos for you to help you make your amazon niche
site the best it can be.
Question of the day: What's your?
Tell me in the comments below.
Remember to check out the comments!
Some of the best ideas come from YOU the Niche Site Project community.
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