Entertainment news powerhouse TMZ.com boasted an audience of 60 million unique visitors per month in Q2 2010, but that wasn’t enough. Its management recognized the enormous opportunities in search engine optimization as a means to further its organic traffic acquisition, yet it lacked a strategy to battle its existing competitors effectively within the search engines.
As a result, in just 3 months TMZ’s organic search traffic saw an 11% growth. In 6 months, it increased to 23%. In March 2011, TMZ.com’s newfound domination in the search engines for entertainment news made headlines in Forbes and The New York Times for making it into the list of the top 10 most influential news websites, according to Google.
RealtyTrac, the leading online marketplace for foreclosure properties had no difficulty in becoming the 52nd fastest-growing company in North America, according to Deloitte’s 2006 Technology Fast 500 list. It also ranked as the 3rd largest real estate website, according to MediaMetrix. But there was one list the website couldn’t make it into — Google’s 1st page of search result listings. In January 2007, RealtyTrac was facing huge hurdles in the search engines, missing out on revenue from this lucrative channel with each passing minute despite its tremendous amount of quality content on its website. The problem was no one could find their monetizable content.
ZM’s lead SEO strategist Mario Con re-architected RealtyTrac.com’s website infrastructure and established a new process for publishing their content.
In less than 4 months, RealtyTrac.com rose from a mid-ranking on the unseen 2nd page of Google, to a prominent top ranking of #2 on the 1st page. After 6 months, RealtyTrac.com became #1 in Google for “foreclosures.” With this shift, RealtyTrac quickly saw an increase in its monthly unique visitors by an unthinkable 93% in 2007, making organic search for the first time the most profitable channel in the company’s 13-year history.