hello hello let's see I think we're
rolling here I believe so hopefully
we'll get some confirmation in a second
here so I'm Doug Huntington welcome i'm
the founder of niche site project and i
see there's a few people in the room
which is cool there's Danny you're fat
Carol and Shawn's so welcome each of you
and I hope you could hear me if you can
hear me can you let me know
inside the chat room and just say yes I
can hear you and also can you let me
know where you're from always interested
to find out where everyone's from and
you know normally I have an idea on
whether or not you can hear me but it
turns out that the software I'm using
called webinarjam
they change the interface it looks like
so everything's a little different and
actually I have no real way to tell if I
can hear other than asking so just let
me know in the chatroom if you can hear
me and that'll be great
it'll be super helpful for me so this is
of course the webinar for the behind the
scenes 500 K niche site this is a case
study I'm doing on my site niche site
project and basically I'm just going to
go through a few things like I did about
two weeks ago so recently I you know
started writing about this case study
where the goal is to sell the site for
you know over $500,000 so it looks like
we should wait just a few minutes to
make sure people have a chance to join
up and I'm just going to type in the
chat
to see if people can hear me because I
have no idea it does save my microphones
on so I hope that means that you can
hear me and that'll be and that'll be
great if you can and I have no idea if
there's a delay or anything either so I
guess I'm just kind of hoping that
everything's going to work out here so
if you're just joining I'm Doug
Pennington from the site project and
this is the webinar for the 500k niche
site case study so we'll get started
just in a minute or two here looks like
we have a few folks in just let me know
in the chat if you can hear me first of
all and then let me know where you're
from curious to find out where
everybody's from
all right so I do not know yet if people
shall see this is going to work out so
see we have a few people in we have Ken
Danny the effete Carol and Sean so just
give me a shout in the chatroom if you
can hear me I actually have no idea if
you can hear me or not
hopefully you can we get started just in
this second here so if you're just
joining this is the 500k case study for
a niche site so I just published a new
post on that today actually so that's
the fourth part in in the series so you
should if you haven't read about it you
can catch up there okay so let's see and
I want to get it started but since I
don't know if it's working I'm just
going to to pause here for a second
check my email see if there's any
additional information like if people
are having trouble or anything like that
okay I don't see any emails and my on my
phone there but let me just check on the
machine I know this is less fun if we
got right to it but like I said I have
no no idea if people are actually able
to hear me or not so I don't want to
start up okay so Ken says playback
disabled have to watch on YouTube let's
see huh YouTube that's strange
okay Shawn has the same error
interesting interesting let's see let me
see what I got on YouTube here
okay so 10 mentions listening through
webinarjam
and watching the video on YouTube and
you can hear me on YouTube
interesting interesting okay this is a
little frustrating considering
webinarjam is supposed to be a premium
kinda kind of program here so let's see
what is going on because this will be
let's see here well it looks like it is
actually broadcasting on YouTube alright
so I
no idea the meet I have no idea how to
to troubleshoot this or recover in a way
that makes sense here because I am
pretty sure that you're not going to be
able to see my screen but let's let's
check it out so let's try and see if
this is going to work
[Music]
and hopefully you can see the screen
okay I think this is actually working
okay and if people can hear me then I
guess it'll be okay I all right sorry
about the difficulties here we'll go
ahead and get started
temps as you can see the screen so
that's good and the chat seems to be
working at least a little bit and I am
looking on YouTube so it looks like it's
kind of working although I'm not happy
about how webinar Jam has put this
together so chat is disabled on YouTube
well that's good I guess because I
actually can't watch in two places very
well okay so the way this will work I
guess is you'll be able to you know ask
questions throughout like I mentioned
before be sure you you note the question
as a question you'll see an option to do
that just to the left of the chat input
screen or chat input field rather and
you'll be able to ask questions so sorry
about the difficulties I'll have to work
this out with webinarjam later and
figure out what the issue is so as we're
moving on here this is the behind the
scenes 500k niche site case study and
I'm Doug Pennington of course from a
niche site project and we've gone
through this ad nauseam at this point so
I know you can hear me though it's not
ideal and this is a quote that I've been
referencing a couple times so in life
people tend to wait for good things to
come to them and by waiting they miss
out usually what you wish for doesn't
fall on your lap it falls somewhere
nearby and you have to recognize it
stand up and put in a time and work it
gets or it takes to get it this isn't
because the universe is cruel it's
because the universe is smart
from the game by Neil Strauss so I'm
Doug Huntington and that's Brody my dog
and I up at the Beartooth pass which is
only a couple of hours where I live I'm
from Georgia originally but I live in
Bozeman Montana right now it's much
colder than than it was down in Georgia
there's like snow on the ground we got a
couple inches of snow today but it's
nice here there's not nearly as much
traffic and we're close to the mountains
so I got started online about four years
ago
and before that I had no idea what a
niche site was I never heard of a niche
site if you would have told me about
making money online I would have thought
you know it was a scam but after a few
you I guess like a few months I figured
out that it was actually a real thing
and I quickly started my first niche
site back in 2013 I guess and that was
after listening to smart passive income
that was sort of my gateway into
internet marketing and anything online
so essentially I got into it really
quickly and you know kind of like all
good internet marketing stories I had a
site that was making lots of money and
then it got hit by a penalty and
basically lost all all the traffic and
all the revenues so that was a bummer
but that does happen and you know if
you're if you're building links in a
sort of gray hat way that that's
probably going to happen that's what
happened to me so since then I have
built several more niche sites some
others got penalized but now I kind of
do white hat stuff so I don't have those
issues and I've coached a lot of people
dozens of others I've done a lot of
guest posting on different places and
like neo Patel backlinko Charles float
and so on and I also you know before I
got in the niche sites I was a project
manager for a
software company and I did management
consulting so I worked at one of the big
five consulting companies and it was you
know your typical sort of like 12-hour
day kind of place and it wasn't that
great I didn't love it but it was fine
and I got a lot of good of experience
there and it was only in hindsight that
I realized like how important the
project management you know skills that
I learned were super important so I
mentioned the timeline before and just
you know we see a lot of like stories
online about people reaching success so
quickly and then they make it sound easy
and they're usually selling a product
and maybe I'm no different than that but
I will tell you that you know the
timeline illustrates it well I had a
great success early on you know within a
year I had an itch I'm making like over
six thousand dollars a month and then it
quickly was penalized and then other
things happened I built more sites and
they were penalized I got laid off in
2015 from that project management job
and things have been going better since
then but it's been a slow road and I ran
out of room but this should actually be
sort of a longer timeline here you know
it's not a it's not a this hockey stick
type growth here it's more gradual and I
think in a lot of um you know different
areas different industries like it's a
long grind so it takes a while and if
you're working on your first site you
know bear in mind it it may take a
little while before you you know get
everything to click so there is the all
do like questions at the at the very end
but I will also say like we don't have a
ton of people today which is cool so if
you do want to ask questions throughout
I'll probably be able to like see them
fairly easily and then answer them as we
go so first of all why niche sites and
you
personally I think it's sort of like the
best gateway into internet marketing and
making money online and it's really like
a great way to understand that you can
make money for yourself without working
for a big company you know for me it was
like the first realization that like I
could start a company and like make
money on the side and then slowly grow
it into whatever I wanted it to be first
of all it's easy and cheap to get
started basically you know by the end of
you know tomorrow you could go buy a
domain get a hosting package buy a theme
and have a website have a niche site up
and running in you know under 24 hours
is pretty fast I mean if you if you
started right now you could do it in a
couple hours
of course you have to find the niche so
you could necessarily do it unless you
know what niche you're going to get into
but it's fast and easy to get started
and basically for you know under $200
you can get rolling for me and for a lot
of other people creating a niche site is
the perfect gateway into other areas
skill sets that you can use almost
anywhere so you can get into SEO I mean
some people will have SEO agencies that
they you know have a bunch of employees
and a bunch of clients and you could do
that if you want to you learn all sorts
of you know different aspects of you
know blogging and content marketing you
learn about hosting domains and you're
dealing with WordPress if you choose to
use WordPress and just in general you
know running a website designing a
website those are skills that at this
point in time are very valuable and if
you could build a website you could
almost certainly find someone that needs
help creating a website and that's a way
to you know actually get some money in
the door next niche sites they can stay
small if you if you just want to have
you know a small site that makes you a
little bit of money each month and you
don't want to spend too much time on it
that's cool you don't have to do too
much with these things I mean once
they're up and running they kind of run
by themselves now some people will say
oh you have to keep adding content you
have to keep building links it can be
that way depending on your niche and the
site the amount of traffic and your
goals but I mean overall if you get a
site set up you can kind of let it run
autonomously and check in you know once
a month spend a couple hours a month on
it and then you're good to go um or if
you want to grow a site you could
actually put tons more content on your
site and have hundreds of pages and your
revenue and traffic is probably going to
grow if you do that if you you know
build the website in a smart way you put
keywords on there and articles that
people are actually interested in
reading should grow or you can build a
portfolio of sites so if you like
building new sites you can build several
of them now my preference is to just
focus on fewer sites and just grow those
on a wider scale but some people like to
build new sites maybe they like to sell
them after you know a year or two then
get some money from that so overall it
is sort of a long process so you do need
to have a plan for a niche site now it's
basically you know you're talking six
months to get a site up and running
um in making about a hundred dollars a
month on average now I will say it could
be four months you know if you're you
pick a particular niche and you could
put a lot of time into it it could be
just four months or it could be even
longer but the point is you should have
a plan in thing is if you don't have a
plan you're going to end up wasting a
lot of time you're going to be looking
at different blog posts you're going to
be trying to figure out what to work on
next and if you only have say an hour a
day or 45 minutes a day and you have to
spend most of that time listening to a
podcast or reading a blog post to figure
out what to do all of a sudden you
really don't have time to do the work so
have a plan and it's too long to not
have a plan so if you're working on
something for like six months you're
putting in you know an hour a day that's
a whole lot of time to put in without
having like a clear picture of what
you're trying to do so at least write
out all the steps or follow another
person's guide right so there's a lot of
different blogs out there and they'll
tell you you know do this set of
activities and tasks and you'll be in
good shape now I have a blog post like
that you can follow my plan you can
follow someone else's almost all of them
will work in some way it just depends on
how you want to do it so let's get to
this case study and hopefully this is
working out technically luckily we don't
have a huge crowd so like I'll be able
to answer all your questions and feel
free to ask throughout okay so the
details on this site and I'll just set
the baseline and then I guess I can give
you a quick overview so we'll set the
baseline I'll tell you some things about
the site right now and then in in a bit
we'll get to like sort of the three
steps that we were looking at to build
this site out
so in 2016 the side made over actually
almost one hundred and thirty seven
thousand dollars which is a lot the
expenses were about five hundred dollars
on average and that accounted for
hosting link building that needed to be
done content of which there wasn't very
much in fact there were only about forty
five pages when I first joined the
project in September at that point in
time that's where the arrow is that
point in time in September there were
only 45 pages yet the site was making
$10,000 for a few months once I got on
board we did we did some things I'll
talk about later but eventually the
the revenue grew so in October so I was
in for about 30 days in October the
revenue was fourteen thousand here and
then in November was nineteen thousand
and then in December it was like 32
thousand so lots of growth we have added
a lot of content in like the November
and December period so almost doubled it
probably about a hundred pages at this
point give or take
the big thing was we had 40 backlinks
from PBS that is sort of like what we
were trying to to do in this project get
rid of those so developing the plan
guest post would replace or will replace
the pbn links so with roughly 40 pbn
links we knew we were going to have to
at least get 40 guest posts maybe even
more so
additionally we wanted to improve the
existing content and then add more
longtail content using the keyword
golden ratio so like I was emphasizing
the plan before we had you know five
other things that we thought about doing
that may have helped but then we reduced
you know all the possibilities to these
three identified them as the most
important and then you know developed a
plane around it now we knew the plane
was going to change and in fact you know
if you read the case study you'll see
that we had to adapt quite a bit
throughout the process and we're still
doing that today so first of all main
goal is to take care of the guest
posting stuff so from our perspective
those guest posts are going to be safer
backlinks essentially we took a
systematic approach and looked for right
for us and guest posting type blogs in
the relevant niche we did go outside of
the niche to you know take a look at
some related industries so if we wanted
to be on specific blogs for the niche
but of course you've run out before too
long but
most any niche you could find some
related industries so it went and looked
at those so you know one thing to keep
in in mind is like refine your process
as you go so every time you send out an
email or do some sort of relationship
building you learn something about the
process it's really important to
integrate that back into your overall
process so you can continuously improve
so at this point we're looking at you
know going for like a high-touch
approach that takes a little longer
maybe you comment and share the work of
a blogger email them but overall you're
building a relationship with someone now
the thing is if it takes longer to do
then it's usually a less crowded channel
to the results usually will be better
not always but on average is going to be
better so a quick note about the guest
posting sort of tools and apps and
tricks now just curious from the people
in the in the chat room have you ever
done a guest posting campaign just
curious you can say just yes or no I
have done a guest posting campaign so
first of all one of the biggest things
to do is to find blogs to connect with
so for me you know it's Google Image
Search or sorry not image search just
Google searches and taking a look at you
know different ways to figure out like
blogs to go and work with so you can
look for you know write for us or guest
posting a lot of times those will be
more crowded channels that's not really
what I look for I'm looking more for
just sites that are out there and are
active you know you'll be surprised how
many bloggers are open to let you guest
post even if they you know don't do
guest post often in fact I've guest
posted on a few sites where they've
never allowed them before
but just through relationship-building
you're able to do that especially if you
could you know show that you've guest
posted on other sites and or you can
write well so Ken you said you haven't
done a guest posting campaign yet but
it's on the list that's cool
I'll tell you some tools and tips here
hopefully get you started and then Sean
mentions thanks so you should be
starting Sean on guest posting in the
next few weeks so I run all the
campaign's through Gmail so I just I do
everything in Gmail after years of using
Outlook I kind of hate it I know there's
some other mail clients out there but I
just used Gmail I can search for things
really well and it's just what I'm used
to
additionally it's pretty you know fast
to set up a new gmail account for a
campaign you know you don't have to do
that for every campaign but you know you
can set up an email address so that you
don't have all this outreach you know
information on your normal primary email
account one of the most useful tools
especially if you're doing a lot of
outreach is yet another mail merge or
Yam this is a Google sheets and Gmail
extension and it actually fits in Google
sheets it's free you can send up to 50
messages a day and essentially it allows
you if you're unfamiliar with the term
mail merge you're you're essentially
setting up a spreadsheet with whatever
information is that is critical to an
individual like their email address name
maybe the website and maybe the you know
blog posts that you've commented on and
essentially you'll be able to send a
bunch of emails and it looks like
they're personally created personally
sent but it's automated in fact you can
send 50 a day for free if you paying for
the service which isn't too expensive I
think you could spend like 400 a day
which is
way more than enough another tool that I
used was a ninja outreach so you can get
a 14-day free trial it's a great CRM for
outreach no matter what kind of outreach
you're doing but you can do very
effective guest posting outreach using
ninja outreach buzz stream is another
tool I used it for a few months and I
really don't like it so it's very buggy
it's very slow and eventually like my
primary method is to use yet another
mail merge because it just works a
little faster and it's not cumbersome
I'm just using Google sheets and if
you're using any of these tools it's
always just a little bit slower so since
I know exactly what I want to do and I
don't need to you know keep track in the
way that some of the other tools offer I
just use yeah so next is social media so
Twitter Facebook Pinterest whatever you
know you're trying whatever social
network you're trying to use to connect
with people you know some industries
will be very active in Facebook others
will be primarily Pinterest so play it
accordingly and that's a great way to
connect with people you're able to you
know show that you're supporting them
and that you're actually a fan of their
site so that's important to do is you're
building the relationship once you get
going it's usually not too bad the
hardest part with guest posting is
getting started and then once you get a
few you know rejections under your belt
which will happen you know most of the
time you won't even get a response from
people and then you just have to deal
with it it's not anything personal it's
just people get a lot of emails okay
so like I mentioned you know I have a
project management background and
there's something called agile project
management and essentially I put a focus
on this continuous feedback loop and
continuous improvement so like I
mentioned every time you take some step
in getting a guest post you learn
something from it and it's important to
go back and you tweak the process so one
one great example is once I got a couple
guest post published I would put a link
to those guest posts in any pitch email
that I had and essentially that shows
the blogger that I'm pitching it shows
the blogger that someone else like
trusted me to you know write a guest
post and actually published it they can
also check it out and see that the
contents actually pretty good so then
you know their fear is gone there's some
social proof that someone else let the
guest post so that's one example of sort
of continuous improvement and just using
the feedback loop
all right so step two was around content
so admittedly the content was not very
good whoever wrote it before for my
partner whoever wrote it before really
didn't know much about the product and
you know it's it was fun you know it was
a couple thousand words and people were
obviously buying stuff but it turned out
that it just it was clear if you
actually read it and you were interested
in the topic it was very clear at the
person that wrote it didn't know
anything about it so that's unfortunate
I actually like have some knowledge of
the kinds of products so I thought the
content was awful so basically for about
200 bucks
I fixed it it was a great investment and
you know I think proving the content was
one of the main reasons that the revenue
increased by 40% the month after I
started on the team so essentially it
was a four step process which was fairly
straightforward so first of all I
research the topic so luckily we could
just use Google and go and check out
some of the best resources read
Wikipedia
I read information manufacturers
websites
I read you know a lot of content from
two or three of the top competitors in
the niche also and then I created an
outline based on what I learned so
essentially I ended up consolidating all
the information from the sources that I
said so manufacturers websites
competitors Wikipedia that sort of thing
pull it together into an outline that
covered you know everything that my
competitors covered and more right so I
ended up with the
II once it was written it would be the
most comprehensive post on the internet
about the topic in fact um as a sidebar
we created a table right so - like in
niche sites people like to see tables
and it's well known that tables convert
nicely and it helps create a sticky
experience people stay on your page
longer if you have a table because
they're analyzing data it's a great way
to present stuff the point being in this
sidebar like you we use the information
to create a table that no one else on
the internet had like we just compiled
you know the the information that I
researched and we just had a better
table than others so it was a no-brainer
to put that table together so create the
outline I hired a writer and then had
them write it it took a couple days and
of course published it right after that
worked great traffic was up and I call
it the research paper method essentially
it's what I just mentioned here so I
find top resources consolidate the
information into an outline write the
new content you publish it the thing is
like I said the growth from September
this is September when I first joins to
10,000 and then 14 in October and then
19 in November and then 32 in December
so lots of growth and a lot of it was
you know due to improving the content
and just the fact that we you know
beefed up the word count right so I
didn't mention that inherently you end
up with more words than you started with
so we retained some of the original
content that was good there wasn't much
but then we went from like 2,000 words
to over 10,000 so like five times more
content there's just more words on the
page we attracted more longtail traffic
and it not only increased the the
number of visitors to the site it also
increased the revenue almost linearly so
40% increase in traffic 40% increase in
revenue alright next adding more content
so I mentioned using the kgr that's the
keyword golden ratio so I won't show the
video today but um if you go to my
youtube channel which it sounds like
some people are already there you should
be able to search for keyword golden
ratio and then watch my video explaining
it so why add more content so the thing
is the site only had about 45 posts on
it and the other thing is we want to
sell the site for like over half a
million dollars so if you want to reach
a goal like that and add value like we
knew that we were going to have to
increase the number of pages on the site
sort of fill it out make it more um more
like a real website business that
someone would pay that much money for so
that was sort of the idea on why to add
more content additionally I've done a
couple case studies where long term so
over over a year where I've added
content and essentially never built any
backlinks that's the magic of the
keyword golden ratio so we knew that we
could publish a lot of content and each
bit of that content would get a few
visitors a day and it would convert well
and essentially an aggregate that would
add up and allow us to add a lot more
value to the site in fact it's pretty
it's easy math to figure out that it's a
positive ROI and you know I have another
site where I did the same thing added
about two hundred articles and increased
the value by you know six figures at
least so you know the value of a site
goes up and down depending on how much
money it's making but the point being
you can add content knowing that it's
going to generate
you and you won't have to build
backlinks to it a lot of you know people
will agree that building backlinks is
one of the more tedious things that you
could do and it's one of the you know
sort of most often asked questions about
you know working on a website you know
how do you build backlinks how you get
traffic so that's why we added more
content and the keyword golden ratio
like I said I'm not going to go too deep
into it but I will tell you that it's
this ratio so it's all in title which is
an advanced as you know search for
google so all entitled divided by local
monthly searches where LMS the local
monthly searches is under 250 250 is a
bit of an arbitrary number but if you
look for keywords that have more
searches than 250 then it's not going to
rank as fast and you may have to build
some backlinks so it's a little
arbitrary but it seems to hold up as
I've worked with the key keyword golden
ratio so thing is you want that ratio to
be 2 or sorry 0.25 or less so if it's
point 2 5 or less then as soon as you
publish it it should rank in the you
know top 100 within a day if it's like a
brand new site if your site has some
Authority and some age behind it like
you may rank in the top 20 like that I
mean you publish it and then you're
you're showing up in the SERPs and I'm
done it on my sites I've had many many
readers do this and they send me an
email and tell me yeah it works great
it's the first time I've ever ranked
that quickly and you know I'm already
getting a little traffic so it does work
and I challenge you to give it a shot if
you haven't ever tried it before so but
by chance has anyone heard of the
keyword golden ratio and used it or
anything like that
it is starting to make the round so
people are hearing about it but it's
definitely a nice little hack especially
if you're working on a on a new site and
it doesn't have you know you don't have
time to wait to actually wait six months
to get that traffic so alright so Ken
says yeah you heard it from the course
so that's cool
oh you're that can sorry I didn't
realize your student can welcome and
then Shawn said you heard about it but
you haven't used it and Shawn it'll be
really cool like if you if you have time
to researched a little bit more about
you know just do it with one article
like I'm pretty confident that it should
work for almost any website if you do
follow the stats so it's really a
data-driven way to find keywords it does
take a few minutes to find them you know
I'm not gonna I'm not going to say it's
easy to find them but once you
understand the process it's not that
hard right they're out there you just
have to find it all right moving on
publishing content so I actually didn't
write anything but we you know did
publish a whole lot of content this is
sort of how I set up my team that's me
the smiley face that could be you but
it's basically the owner or the manager
the founder whoever is like running the
show the writers could be one or many
right so you can sort of scale this
however you want the content manager
also edits the material but they also do
the formatting move the content over to
WordPress and add links as needed and
basically take care of everything and
draft the post in WordPress then all I
have to do is hop in take a quick look
and I can hit publish
so it basically shorten the time this
Menten manager role if I would do it for
one post it would take me an hour to
hour and a half or so and then if I have
someone else do it then it only takes me
like three minutes to hit publish after
I take a look at it I pay that Content
Manager and editor role about nine to
ten dollars per hour
that's us-based and typically I end up
with a university student maybe they're
going for an advanced degree their
masters or something and usually they
are you know some type of writer or some
type of literature major or something
like that so they're you know they're
qualified to do editing and that sort of
thing the writers I end up paying about
you know a cent and a half to two cents
per word so it's not you know ultra
cheap but it's not too expensive either
so usually I end up working with sort of
newer upwork contractors and freelancers
but you know you can find writers
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