page title icon Dating/Relationship Site Case Study (November 2020)

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.


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📊 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!

📊 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:

Year to date traffic:

💰 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

📅 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:

Extremely low RPMs
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.

👉 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.



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Wrap Up

That’s it for this update.

Analyzed by Mushfiq S

Mushfiq has been buying, growing, and selling website assets since 2008. His first exit was in 2010. Since then, he has done 175 website flips with multiple 6-figure exits. Learn more about Mushfiq.

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