jon
CibbuanoZCars Analysis
May 18th 2008 01:50
The ZCars blog currently attracts over 20,000 individual readers a day. I thought I would do an analysis of why ZCars has been so successful so other Orble bloggers can apply the same techniques to their own blogs.
ZCars is written by Charles, an Orble employee, however there is nothing about ZCars which cannot be replicated by any Orble blogger with a domain blog.
Charles has taken quite a mercenary approach to ZCars which may not be for eveyone. If you just enjoy posting on Orble and debating various topics without worrying too much about traffic and revenue then that's absolutely fine, you can probably skip the rest of this post.
Revenue
ZCars currently makes just over $40 USD per day in AdSense revenue ($20 commission) for about 60 minutes of work (nearly 90 mins per weekday) with traffic continuing to increase. It is also reaching the point where it can take on large direct advertisers at which time we expect revenue to increase by a factor of around 3-4. Note that a large proportion of the ZCars traffic is from Google image searches which pays very little. Non image-search traffic amounts to about 3500 unique readers per day. By this measure there are a number of Orble blogs which attract similar levels of traffic. For the rest of this post I will be talking about non image-search traffic unless otherwise stated.
It is an unfortunate fact that large well paying advertisers will only place ads on websites with very large traffic volumes and an audience that fits their target demographic. Thankfully a number of Orble blogs are finally approaching this point. Once we establish relationships with advertisers for particular blogs I am hoping to extend their advertising to the corresponding Orble channels so smaller Orble bloggers can also benefit from the better advertising rates.
Obviously for a large part of the life of ZCars it has made much less than $40 per day. I've regarded the time spent before now as an investment which is starting to pay off and which should give quite a good effective return over the next few years.
Traffic Sources
As can be seen from the graph below about half of ZCar's traffic comes from Search Engines (mainly Google, some Yahoo and MSN) and the rest from returning readers (email, bookmarks, type-ins) and referring sites.
ZCars does get some traffic from the Orble home page and popular posts lists, however it is a small fraction of the total. Charles has mainly concentrated on attracting search engine traffic rather that write posts which attract votes on Orble.
Below are the factors which have contributed to this traffic:
Being part of the Orble Network
The main benefit of being part of Orble for ZCars is the set of links from other Orble blogs which helps with search engine rankings. ZCars would not have anywhere near the amount of search traffic it has if it were a stand-alone blog.
Continuous and Frequent Posting
ZCars has had at least 1 post per week since it's creation in April 2006. Since April 2007 it has had an average of 5 posts per week and since December 2007 an average of 15 posts per week (3 per weekday). Charles spends an average of about 30 minutes on each post.
Continuous posting over long periods is one of the most important factors in attracting Google (and other SE) traffic. This post on average Orble blog traffic illustrates the fact.
A blog needs to have had a long period of continuous posting to attract serious SE traffic. For the first 6 months of it's like ZCars struggled to attract many readers at all, certainly much less than 100 per day. The key is persistence. The longer you blog the more of your competition drops away and the more traffic you will pick up. The last blogger standing wins.
There is some question over whether it is better to post say 3 posts per day on one blog, or 1 post per day on three different blogs. I would say that for the moment the jury is still out. There are a couple of Orble bloggers who make similar amounts of revenue to ZCars from (what they say is) about 60 mins per day of posting on a number of different blogs. The advantage of this approach is that all your eggs are not in one basket, however the disadvantage is that we may find it harder to sell to direct advertisers once you reach sufficient traffic volumes.
Stable Topics
Most of the posts on ZCars are about specific cars. Many people who are thinking about buying a specific car search for information about that car using a Search Engine. Each new post on ZCars can attract SE traffic for months and some for years after being published. Topics which continue to attract SE traffic over long periods of time are known as Stable Topics. You can find out more about Stable Topics here.
Original Content
Most of the text on ZCars posts is entirely original. Occassionaly some quoting is done, however in small amounts (and always attributed). Having lots of original text in your posts is essential for attracting SE traffic. Lots if Duplicate content (text which is copied from elsewhere on the web) will result in your blog being penalised by the SEs. For more information see this post.
Your posts should also be of sufficient length. A post requires at least 200 words on original content to have any chance of attracting SE traffic, and the more the better. You are better of writing one substantial post of 500 words, than 10 short posts of 50 words.
Images
Each post contains an image. Many of the images have been cropped. Properly named and captioned images help attract regular SE traffic as well as image-search traffic. It also makes each post so much more attractive to your readers and they are more likely to hang around and click on an advert.
Remember to be careful of copyright and always attribute!
For more information on why having an image in each post is important see this post.
Categories
ZCars has lots of categories and they attract lots of SE traffic. Use categories! See this post for information on creating categories.
Think carefully when naming your categories. Which keywords are people most likely to search for?
Outside Links
One of the most important factors in the success of ZCars has been the effort Charles has made to attract links from blogs outside of Orble.
This has been done by creating great content (people will link to good, timely content) but also by visiting other motoring blogs and forums outside of Orble and leaving comments. Most sites will allow you to leave a link at the end of your comment back to your own site, as long as you are making a genuine contribution to their site with a useful or informative comment.
Don't spam (leave very short comments containing a link) as people will rightly get angry and possibly ban you. Sometimes it's best to establish an identity on a different site or forum first by leaving quite a few comments, before you start including a link back to your own site.
These inbound links will not just generate direct traffic (people who click on the link) they will also increase your SE rankings resulting in more SE traffic.
Correct use of Title and Short Title fields
Charles always puts some thought into the title of a post and the short title. See this post for more information on choosing the correct title for a post.
Conclusion
There is nothing magic about the success of ZCars. Any Orble domain blogger should be able to achieve the same results given a little time and effort.
As always comments and questions are appreciated.
ZCars is written by Charles, an Orble employee, however there is nothing about ZCars which cannot be replicated by any Orble blogger with a domain blog.
Charles has taken quite a mercenary approach to ZCars which may not be for eveyone. If you just enjoy posting on Orble and debating various topics without worrying too much about traffic and revenue then that's absolutely fine, you can probably skip the rest of this post.
Revenue
ZCars currently makes just over $40 USD per day in AdSense revenue ($20 commission) for about 60 minutes of work (nearly 90 mins per weekday) with traffic continuing to increase. It is also reaching the point where it can take on large direct advertisers at which time we expect revenue to increase by a factor of around 3-4. Note that a large proportion of the ZCars traffic is from Google image searches which pays very little. Non image-search traffic amounts to about 3500 unique readers per day. By this measure there are a number of Orble blogs which attract similar levels of traffic. For the rest of this post I will be talking about non image-search traffic unless otherwise stated.
It is an unfortunate fact that large well paying advertisers will only place ads on websites with very large traffic volumes and an audience that fits their target demographic. Thankfully a number of Orble blogs are finally approaching this point. Once we establish relationships with advertisers for particular blogs I am hoping to extend their advertising to the corresponding Orble channels so smaller Orble bloggers can also benefit from the better advertising rates.
Obviously for a large part of the life of ZCars it has made much less than $40 per day. I've regarded the time spent before now as an investment which is starting to pay off and which should give quite a good effective return over the next few years.
Traffic Sources
As can be seen from the graph below about half of ZCar's traffic comes from Search Engines (mainly Google, some Yahoo and MSN) and the rest from returning readers (email, bookmarks, type-ins) and referring sites.
ZCars Traffic Sources
ZCars does get some traffic from the Orble home page and popular posts lists, however it is a small fraction of the total. Charles has mainly concentrated on attracting search engine traffic rather that write posts which attract votes on Orble.
Below are the factors which have contributed to this traffic:
Being part of the Orble Network
The main benefit of being part of Orble for ZCars is the set of links from other Orble blogs which helps with search engine rankings. ZCars would not have anywhere near the amount of search traffic it has if it were a stand-alone blog.
Continuous and Frequent Posting
ZCars has had at least 1 post per week since it's creation in April 2006. Since April 2007 it has had an average of 5 posts per week and since December 2007 an average of 15 posts per week (3 per weekday). Charles spends an average of about 30 minutes on each post.
Continuous posting over long periods is one of the most important factors in attracting Google (and other SE) traffic. This post on average Orble blog traffic illustrates the fact.
A blog needs to have had a long period of continuous posting to attract serious SE traffic. For the first 6 months of it's like ZCars struggled to attract many readers at all, certainly much less than 100 per day. The key is persistence. The longer you blog the more of your competition drops away and the more traffic you will pick up. The last blogger standing wins.
There is some question over whether it is better to post say 3 posts per day on one blog, or 1 post per day on three different blogs. I would say that for the moment the jury is still out. There are a couple of Orble bloggers who make similar amounts of revenue to ZCars from (what they say is) about 60 mins per day of posting on a number of different blogs. The advantage of this approach is that all your eggs are not in one basket, however the disadvantage is that we may find it harder to sell to direct advertisers once you reach sufficient traffic volumes.
Stable Topics
Most of the posts on ZCars are about specific cars. Many people who are thinking about buying a specific car search for information about that car using a Search Engine. Each new post on ZCars can attract SE traffic for months and some for years after being published. Topics which continue to attract SE traffic over long periods of time are known as Stable Topics. You can find out more about Stable Topics here.
Original Content
Most of the text on ZCars posts is entirely original. Occassionaly some quoting is done, however in small amounts (and always attributed). Having lots of original text in your posts is essential for attracting SE traffic. Lots if Duplicate content (text which is copied from elsewhere on the web) will result in your blog being penalised by the SEs. For more information see this post.
Your posts should also be of sufficient length. A post requires at least 200 words on original content to have any chance of attracting SE traffic, and the more the better. You are better of writing one substantial post of 500 words, than 10 short posts of 50 words.
Images
Each post contains an image. Many of the images have been cropped. Properly named and captioned images help attract regular SE traffic as well as image-search traffic. It also makes each post so much more attractive to your readers and they are more likely to hang around and click on an advert.
Remember to be careful of copyright and always attribute!
For more information on why having an image in each post is important see this post.
Categories
ZCars has lots of categories and they attract lots of SE traffic. Use categories! See this post for information on creating categories.
Think carefully when naming your categories. Which keywords are people most likely to search for?
Outside Links
One of the most important factors in the success of ZCars has been the effort Charles has made to attract links from blogs outside of Orble.
This has been done by creating great content (people will link to good, timely content) but also by visiting other motoring blogs and forums outside of Orble and leaving comments. Most sites will allow you to leave a link at the end of your comment back to your own site, as long as you are making a genuine contribution to their site with a useful or informative comment.
Don't spam (leave very short comments containing a link) as people will rightly get angry and possibly ban you. Sometimes it's best to establish an identity on a different site or forum first by leaving quite a few comments, before you start including a link back to your own site.
These inbound links will not just generate direct traffic (people who click on the link) they will also increase your SE rankings resulting in more SE traffic.
Correct use of Title and Short Title fields
Charles always puts some thought into the title of a post and the short title. See this post for more information on choosing the correct title for a post.
Conclusion
There is nothing magic about the success of ZCars. Any Orble domain blogger should be able to achieve the same results given a little time and effort.
As always comments and questions are appreciated.
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