Portal Directory Site Traffic Increase Six-Fold in Three Months

Challenge: This client had a really great domain that was previously used to promote a group of musicians. The client wanted to change the content to provide a directory of bands, musicians and performance venues for a specific U.S. geographic region. When traffic reaches a high level, the client wants to solicit advertisers.

Solution: Market-Vantage designed and developed web pages over 170 web pages of content for each state and genre of music as well as the performing venues. The site offers free submissions from bands, venues and opt-in newsletter subscribers. In order to generate interim revenue, Market-Vantage enrolled the client in affiliate programs that only offer music related products. We wanted to ensure the affiliate products offered were of interest to the audience, otherwise they would ignore the ads. The band listings are naturally keyword rich, so search engine optimization is built-in by design. We implemented a comprehensive site traffic reporting tool to monitor traffic and identify keyword trends visitors are searching for most. This helps prioritize further content research and development.

Marketing ROI Results

This site has achieved top 10 positions in the top 10 search engines within the first eight weeks of publishing the new content through "organic" search engine optimization. After three months, the site receives almost 3,000 unique visitors per month vs. 500 at the beginning of the project. Site traffic and newsletter subscriptions steadily increase each month. Market-Vantage continues to monitor the growth and will solicit advertisers when traffic volume is high enough.