Brock Yates joins the Niche Pursuits podcast to share his journey of acquiring and growing the website AllTurtles.com.
He acquired the site on Flippa in 2012 for $3,000.
At purchase, the site was a forum with 80,000 pages with thin content about specific turtle species, generating $60 per month.
This all presented a whole new world for him, as he had zero prior SEO and site-building experience.
Fast forward to today and AllTurtles peaks at 150-180,000 page views per month, earning mid-five figures a year.
Brock attributes much of the site's success to its history, branding, well-rounded content, and some link juice from a large brand's fun little PR confusion he describes.
He's largely taken a hands-off approach to content production but still manages to produce quality content. Which he emphasizes is the result of hiring good researchers if you can't access subject matter experts.
It's interesting to hear about his mostly outsourced content creation model and his strategy for hiring writers through Upwork.
And its especially interesting to hear how affordable his writing team is, which has stuck with him over a long term.
He also shares insights on content monetization strategy, primarily relying on Mediavine and Amazon Associates, with a 90-10 split in revenue. And Brock highlights how he maximizes ad revenue through content structure and layout, highlighting the importance of ad impressions and reader experience.
He finishes things off with his plans for maintaining the site's stability and growth, including potential future strategies such as video content, email list building, and improving reader engagement. Enjoy!
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