Introduction
Today, we are reviewing LoveTheNighSky.com site – It gets 65k* pageviews per month (according to Ahrefs). It is a 7-year-old content site business, has 263 pages, and makes $6.5k* per month from Media vine (according to our estimations from the industry standard RPM’s and traffic data from Ahrefs). I would like to describe and publish this article according to the behalf of interview with vetted deals team and explores our great talk below.
Overall, it’s a good asset as of now. The content is excellent and has been written by experts in the field. The niche is also really good and there’s a lot of space to expand.
In this email, we will share a complete guide to 3x this content business within the next 18 months.
In this email we will cover:
Website Summary & History
Highlights
Competitive Landscape
Growth Opportunities
Valuation
Conclusion
Website Summary & History
It’s a 7-year-old business, roughly getting around 65k page views per month from just 263 pages.
It majorly covers beginner topics related to astronomy and space like “when does it get dark”, “how old is the sun”, etc.
The website currently gets the majority of its traffic from informational content like this, this, and, this, etc. the traffic for these keywords is really high, and we think it’s the best strategy forward as well to growth hack this site.
Over the years the website has gathered links from sites like space.com, astrobackyard.com, earthsky.com, Yahoo.com, Nasa.gov, observer.com, etc.
They currently are collecting email addresses and building their list, and also have an online astronomy course – Which is a really good thing. But they aren’t marketing it to its full potential.
Key Snapshot
7 Year Old Business
Content is written by experts
Ahrefs Traffic – 65k
Ahrefs DR – 36
Backlinks from sites like space.com, earthsky.com, Nasa.gov, observer.com, etc.
Only 263 Articles
Competitive Landscape
It is one of the top content sites in the astronomy/space informational content space. Now to grow it will have to compete with bigger media companies like space.com (9M visitors per month), SkyatNightMagazine.com (300k visitors per month), etc.
One of the noticeable content sites which isn’t run by a big media company is NinePlanets.org, though it’s around 29 years old website. And receives roughly around 1M visitors per month.
So overall, we think it’s a bit of a drawback for this site. As its kind of reached #1 in its competitive landscape, now to move further you are directly competing with bigger players which would be a bit tough.
Top 5 Growth Opportunities
Though the competitive landscape is a bit difficult, it’s quite possible to growth hack the site in 12-18 months.
Here are some of the growth opportunities:
New Content
CRO
Site Speed Optimization
Optimize Display Ads
Add Amazon.com as a second affiliate partner
Growth Opportunity #1 – Add 20-30 Pieces of new content Every Month
There’s a lot of opportunity to add new content to this website as of now. We can easily add up to 300 new articles within a span of a year. It will boost the revenue figures quite significantly.
We would recommend focusing majorly on the informational side of content, as there are a lot of high-traffic keywords there.
Growth Opportunity #2 – CRO on Commercial Content
The CRO on the buying guides (best x for y types of pages) is not highly optimized for maximum conversion.
We would recommend:
Changing the CTA’s of the comparison table to a more drastic color
Make the comparison table data more in-depth by adding key specs
This would result in higher conversions and overall more commissions.
Growth Opportunity #3 – Site Speed Optimization
Currently, the site speed scores of mobile aren’t good – It’s scoring around 23-25. On the desktop, it’s scoring around 70-75.
We would recommend:
Disabling featured image on the mobile
Move to a faster hosting, currently, the initial server response time is really high at 1.76 seconds (It should be around under 100 MS)
Delay the Email Opt-in popup which loads automatically
These were just some of the tips. We would recommend getting a proper site speed optimization done so that the site scores at least above 90+ on both mobile and desktop, and also it feels buttery smooth to browse.
Growth Opportunity #4 – Optimize Display Ads
Currently, they are using Media vine to run programmatic display ads on their website. Media vine does most of the optimizations already. But there’s still room for improvement here.
We would recommend:
Enabling full-blown display ads on the commercial pages as well and test them. (In the majority of the cases it doesn’t affect the affiliate revenue at all, and we are just missing out on the display ads revenue)
Add Mediavine Video ads
Add a sticky wide skyscraper ad unit in the sidebar on all informational pages
These changes won’t have a significant impact on the earnings, but its worthwhile to do them.
Growth Opportunity #5 – Have Multiple Affiliate Programs CTA’s
They are promoting different affiliate programs like Telescope.com, Amazon.com, etc. But they are only linking on one at a time. We would recommend having at least 2 options on each of the commercial roundup and review pages.
Valuation
We don’t have any actual revenue or traffic figures. But as per the data available online and our experience on the multiples here’s our take on the valuation.
The site is currently getting around 65k pageviews a month, and should be making around $100 RPM’s. So, it should be making around $6.5k per month.
The fundamentals are really strong of this website, it’s also a 7 year old business and there’s some really good opportunities for growth and expansion. And considering all this, we would value this website between $250k
Conclusion
We can learn from this business that high quality content never disappoints. You can crack the toughest of the niches with high quality and consistent content. If you just crack this one piece of the puzzle, everything else will fall in place.
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