Content Plans for Scaling Organic Traffic
I specialise in buying distressed websites and turning them into something great. Nothing overly complicated, no super fancy design – just simple websites filled with helpful content.
Niche website rebuilds
Content websites – also referred to as niche websites depending on how specific they are – are one of the best ways to get started with online marketing and SEO without having a wealth of experience or advanced technical knowledge.
I generally focus on buying older content sites with age and authority, then rebuilding them into something new and useful for the reader. But what exactly does this mean?
Think of it like a house renovation – I pick up websites that have strong foundations, but they’ve typically been neglected or abandoned by their previous owner – they need work, effort & care to become tenable again.
So, I acquire the old property (website), then go to work repairing any damages (fixing technical issues), redecorating it (rebranding or modernising the website design), and then making the house habitable (optimising + adding new content). Simple.
Our Six Step Plan for Growth
Generally I follow the same 6-step plan when I acquire a domain or website – keeping things as simple as possible.
Acquire authoritative aged websites & domains.
Perform niche research, competitor analysis & create a content strategy.
Fix any current technical issues & update the site design
Audit current content, then publish fresh useful articles
Monetise the site, typically with affiliate links & display ads
Flip or Keep
Scale the traffic up, either for sale or to keep the recurring revenue
What makes a Good Content Plan?
A solid content plan is the foundation of success if you’re looking to attract search traffic – give me an ugly website with amazing content over a beautiful website with poor content any day.
The keywords that you target will be the make or break of your content plan. If you target high competition keywords without the authority to compete, then you’ll likely find yourself lost amongst the 3rd and 4th pages of Google’s search results.
For most niche sites, start ups and SMBs, finding low-to-medium competition keywords to target that can generate enough traffic to your site is crucial – but, it’s also important to generate the right traffic too. There’s no point gathering an audience for your product if they’re not interested in buying.
No two businesses are identical; but where there’s a Coca Cola, there’s usually a Pepsi not too far behind. This is true in the startup industry, as there’s an abundance of great ideas & products being developed that never find their way in-front of the right audience.
Thoroughly analysing the competition is necessary to maintaining an advantage. Your strategy, content creation and overall marketing plan should not be exactly the same as your competitor, but it’s important to know what they are doing (and even more important to know what you can do better than them!).
There’s a common misconception that if your content is optimised for search, you’re prioritising your rankings in Google over your reader. This definitely can happen, and you’ll find websites scattered across the internet that are stuffed with keywords at the expense of the audience.
However from another perspective, if you don’t optimise your content for search, then it’s likely that no-one will ever read it. So, it’s all about finding a balance between the two – this is why I create the highest possible quality content first, then consider tweaking it later to keep the Google Gods happy.
Using “topic clusters” sounds complicated, but it’s really not. When you continue to post articles centred around the same subject, this increases your topical relevance in a search engine’s eyes – it helps to show them that you’re knowledgeable in this specific field or topic.
Increasing topical relevance with simple yet well written blog posts helps the search engine to really understand what your website is about – whether that’s software, technology or something else, keeping your blog posts focussed on one topic and interlinking them together is a great way to grow your traffic.
What are the best ways to monetize content websites?
When it comes to monetizing a website, there are various different options – some are more hands off than others. For the most part, I stick with these three.
Perhaps the best way to get started with digital marketing is by creating your own affiliate site. Genuine content is the way forward here.
Display ads allow you to monetise almost any page on your website – even informational pages that get visitors with zero purchase intent.
Though generating leads often requires a more hands on approach, the rewards can be much higher if you can achieve a low CPA.