Dating/Relationship Site Case Study (November 2020)

mushfiq sarker

The site is climbing back up to its normal revenues of $7,000+ and conversion rates are back up.

I cover the following in this month’s case study update:

  • Key performance indicators (KPIs) review
  • Traffic and revenue update
  • Planned site audit

For the previous update (October 2020), check out this post, or check out all the posts here.

๐Ÿ“Š Key Performance Indicators (KPIs) Review

It’s always good to step back and take a birds-eye view of the metrics (i.e., KPIs). For more metrics and charts, check out the dashboard.

Business KPIs:

  • Avg. monthly revenue (est.): $7,000
  • Avg. monthly pageviews (est.): 30,000
  • Avg. monthly revenue/visitor (est.): $0.23
  • Number of articles: 568
  • Word count (total): 895,574
  • Average word count per article: 1,576


These are KPIs from January to November 2020:

  • Revenue: $103,549
  • Costs: $13,148
  • Profit: $90,401

Domain KPIs:

  • Domain age: 2006-10-17 (14 years old)
  • Total backlinks: 11,800
  • Referring domains: 842
  • AHREFs DR: 44
  • Ahrefs UR: 49
  • Notable backlinks: CNN, NY Times, Wikipedia, US Embassy, NBC, CBC, AARP,, Business Insider, among others

What other metrics are important to track? Let me know your suggestions!

๐Ÿ“Š November 2020 Traffic and Income Stats


  • May 2020: 40,316
  • June 2020: 33,103
  • July 2020: 33,367
  • August 2020: 31,084
  • September 2020: 27,032
  • October 2020: 29,306
  • November 2020: 30,016

November 2020:

november 2020 dating site traffic update

Year to date traffic:

Screen Shot 2020 12 29 at 9.42.03 AM

๐Ÿ’ฐ Revenue

The revenue is back up. This is primarily due to the affiliate tracking link issue discussed in the October update being fixed.

Last 12-mo P&L

Dating Relationship Site PL November

๐Ÿ“… November 2020 Happenings

Video Ads Removed

It’s been shown that display/video ads due not impact affiliate ad revenue. Therefore, I tested video ads on the website in November.

Unfortunately, the earnings were way too low to justify keep them on. Here is the snapshot from the video provider:

EX CO Portal
Extremely low RPMs
Screen Shot 2020 12 29 at 9.59.07 AM
Daily performance

This website has a revenue per visitor (KPI) of $0.247. This equates to an RPM of $247. At a minimal RPM of $0.39, video ads are just not providing any significant upside.

Takeaway: the video ads have been fully removed since mid-November. Make sure to calculate your site’s overall RPM and use it as a metric for comparison of whether display/video ads make sense.

๐Ÿ‘‰ Planned Site Audit

I like to do an annual site audit to put together an improvement plan. These tasks will be done over the course of a few months. Here they are:

  • Content audit: With 568 articles, only a handful bring in traffic. A content audit will categorize which content needs to be updated, deleted and 301 redirected or kept as-is. I do this every 6-months.
  • Backlink audit: I like to disavow via Google Search Console periodically any low-quality links. This is done every 3-6 months.
  • Interlinking: As content gets added, they need to be linked. I use Link Whisper to achieve this. This should be done monthly. For this site, I’ve been doing it every 3 months.
  • Review revenue sources: Every 6 months, I look over the revenue data to see what programs on specific pages are converting better than others. Then, I adjust accordingly.
  • Find new revenue sources: This is done periodically as need on a per-page basis. But every 6 months, I like to see what other affiliate programs I can try as my traffic intent, pages, etc change across the entire site.
  • New content opportunities: This is done periodically. However, on a large-scale, I like to look at this every 6-months to see what “pillar” content needs to be added (e.g., category silo pages).

If you have a few sites, then these tasks can be done monthly. However, as you build a portfolio of sites, it’s important to figure out what are the immediate easy wins vs long-term easy wins. Focus on the immediate wins every month, and plan out the long-term wins.

Wrap Up

Thatโ€™s it for this update.

mushfiq sarker

Analyzed by Mushfiq Sarker

Mushfiq has been buying, growing, and selling website assets since 2008. His first exit was in 2010. Since then, he has done 218+ website flips with multiple 6-figure exits. He is the founder of The Website Flip. Check out all Mushfiq's articles, LinkedIn, or Twitter.

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