Do you think you can get 5 million visitors in 3 months with SEO?
The answer is certainly Yes! Neil Patel made great search engine plans for Gawker Media to increase their rates.
Let’s look at his techniques!
Table of Contents
The Problem Of Gawker Media
The Gawker Media network approached Neil for an SEO consultation because it was clear that – despite their tremendous brand recognition amongst consumers and the sheer 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.
The Result Of Driving SEO
In just 3 months, Neil 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.
Neil Patel’s Strategy
While asking SEO lacks on the Gawker Media channels of sites, Neil held 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), Neil and Gawker Media team’s were able to take absolutely ridiculous returns in a short period of time.
The workers at Gawker Media didn’t make an excellent job of both publishing content frequently (which is required for improving the recognized authority and SEO keyword exposure) and writing on charming topics that promote community involvement.
Sadly, a number of on-site optimization mistakes were limiting the search engines from understanding the purpose of this expanded content, containing all of the following:
- Pagination issues were limiting many of Gawker’s pages from being indexed appropriately by the search engine spiders.
By implementing page management best practices, Neil’s team was able to improve site crawling and, consequently, natural search presence.
- Gawker Media’s existing sitemaps weren’t up to current SEO best practice standards, which led to improper indexation by the search engines.
By building current sitemaps that prioritized the proper pages, Neil had a great ability to manage how the search engines dragged and detailed Gawker Media pages.
- Excluding marked keywords from the internal page name tags over all Gawker Media features allowed our team to strengthen the sole content discovered on every page, limiting portions of this important SEO text from being filtered out as potential duplicate content.
- By custom crafting keyword-rich headings for each page on Gawker network sites, Neil was able to capture the full SEO value of tags, contributing to stronger placements in the natural search results.
In our analysis of the Gawker Media network, Neil found that the company wasn’t capitalizing appropriately on the tremendous internal linking potential offered by its partner sites. To remedy this, he took the following actions:
- Rather than clearly connecting articles within single network features, Neil’s team increased the SEO potential of the extent of Gawker Media network sites within the use of internal links among individual blog posts and other brands found across the company’s web presence.
- Everywhere the site, he recognized possibilities to code associated blog posts and stories into personal Gawker Media sites, so as to the movement of site authority across Gawker features and give additional opportunities to utilize keyword-rich anchor text by internal links.
- To ensure that the value of these link profile improvements continues beyond our limited engagement, he also trained the company’s writers on how to correctly identify and insert internal links into coming blog posts to make profits defined above.
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, Neil made the following corrections:
- In addition to crafting custom meta descriptions, he added “no follow” tags to unimportant site page links.
By saying the search engines not to through Page Rank to consider pages, commentary of pages, and other irrelevant things, he was capable of great command the flow of authorization (and, as a result, proper indexation) throughout the company’s sites.
- In some cases, he found that Google was incorrectly pulling site slogans as meta descriptions for each page, resulting in a large number of duplicate pages.
By fixing this problem with personally crafted, content-rich meta descriptions, Neil was equipped to reduce an important amount of duplicate content failures.
To optimize website pictures for finding into Google Images and associated picture search devices is a glorious plan to increase organic search traffic. However, as Neil 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:
- Beyond enhancing the site’s existing image ALT tags, he implemented additional image optimization best practices to maximize the network’s potential for natural image search traffic by renaming image files to display purpose keywords and combining deep image information connects to all website images.
- He attached ALT tags to any image that showed both aimed SEO keywords and valuable knowledge for users browsing the web via accessibility devices.
By customizing these text things to both users and the search engines, he was capable of developing on-site SEO while reducing the danger of over-optimization penalties.
- To improve the Gawker Media network’s image optimization, Neil compressed image file sizes to a level that didn’t impair the user experience, but still minimized the number of resources needed to load the company’s sites quickly and correctly.
Site Load Times
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, he implemented the following measures in order to improve both the network’s SEO and the UX on every Gawker feature by quicker site speeds:
- By enabling proper caching on the company’s sites, his team was able to maximize the content stored on readers’ computers and reduce the number of new resources that must be loaded on launch.
The method is a “must do” for all websites that are related about site speed.
- To further improve site load times, his team cleaned up Gawker’s HTML and CSS codes, in addition to optimizing database tables. Doing so should provide substantial load time improvements that enhanced the viewing experience for both users and the search engines.
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 tests created to get their web features as engaging as the potential to the search engines.
If you haven’t yet implemented site speed based SEO techniques, now’s the time to do so!
Search Discovery (SERP)
Though the team at Gawker Media was primarily interested in growing traffic from the traditional SERPs, Neil was 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.
There’s no arguing with the fact that search engine optimization is a rapidly changing field.
But although most of the improvements he 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!
If you’re concerned that your site may be missing the key SEO elements that could be preventing you from succeeding through natural search traffic, you should consider this case study to deal with the problems.
Neil showed us exactly how to remedy the common SEO errors that could be seriously limiting our ability to secure both the traffic and profits you need in order to prosper online.
Source: Neil Patel
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