If you didn’t know already I am a Geordie, so the launch of MTV’s Geordie Shore had me both intrigued and fearful of the mockery they would make of a very proud City. It also set off alarm bells in the internet marketer in me that there was an opportunity to be made with this so I followed my own advice of planning for an emerging market and decided to setup www.geordieshore.org.uk.
Geordie Shore was to be launched on the 24th May 2011 and was announced around late April 2011 by MTV. It was around this time that I bought the best TLD that was available in what I believe to be the order of priority for exact match domain names.
There were to be 6 episodes aired once every week so I had a timeframe of 1 month to set the site up and generate authority and 6 weeks to monetise the website.
On the 27th April 2011, I setup a simple WordPress installation with my preferred plug-ins and ensured that I had a fully working, professional looking website within a few hours that was optimised for several core terms I envisaged would generate traffic ahead of a TV launch:
Setting up simple things such as Google Alerts for announcements in high authority publications allowed me to quickly research, write and post articles that were of interest to users to place on the website as well as adding images to a gallery that I configured with the help of Alex Moss.
And that was it – I was set to be reactive and watch the traffic come pouring in. I just needed to drive some interest and rankings!
I setup a Facebook Fan group and a Twitter account to help promote each article that was published as well as calling in favours from friends to retweet/repost wherever they felt the need.
Due to the nature of the Exact Match Domain and the very low competitiveness of the searches I started ranking instantly for a lot of short/mid/long keyphrases. I never built a single link to the website – I let these modes of promotion help initial traffic.
The first episode for Geordie Shore was due to air on the 24th May 2011 and I had been working hard on populating the website and ensuring internal linking and anchor text was as optimised as possible.
I had also been posting several custom made news posts to provide stories that would be of interest to potential fans of the shows – all of course promoted via Facebook and Twitter.
On the 21st of May 2011 – the weekend before the first episode aired, I had achieved several high rankings. These were amongst MTV’s official website for Geordie Shore as well as tabloid press websites.
|Geordie Shore Cast||18||23|
|Geordie Shore House||7||6|
|Geordie Shore Trailer||100||2|
From the 27th April 2011 to 25th May 2011 (a day after the first episode aired), the Geordie Shore website received over 12,233 visits through all mediums, with a total of 933 different keyphrases via Organic:
The series ran for a total of six weeks, airing every Tuesday night at 10pm. Once the initial interest for the series had died down, traffic did drop considerably, only spike on or around show times. This was, I thought, a little surprising, but none the less the website was generating traffic and interest from users.
By the end of the series the competition had stepped up massively in terms of newspaper interest and celebrity magazine articles appearing in the SERPs. This however, did not overly affect my target rankings.
|Keyword||June 30th (Last Week)|
|Geordie Shore Cast||28|
|Geordie Shore House||5|
|Geordie Shore Trailer||4|
During the time span of the entire series (24th May – 28th June 2011), the website had attracted 50,282 visitors through all mediums, with a total of 3,799 individual keyphrases via Organic.
As you can imagine, once the series died down, the traffic began to dip heavily. Interest in the series began to dissipate along with interest in the cast despite two bonus episodes being aired in August.
The rankings had time to really come to fruition and it’s fair to say that it is the perfect base for the upcoming 2nd series that is due to start in 2012. Currently, the rankings are:
|Geordie Shore Cast||16|
|Geordie Shore House||6|
|Geordie Shore Trailer||1|
Since the end of the series, traffic has fallen considerabley (as expected); during the time period of 28th Jun 2011 to the 25th October 2011 the website had attracted 52,357 visitors through all mediums, with a total of 5,128 individual keyphrases via Organic:
As you can expect, maintaining a fan website like this was not much work. I spent around 10 hours on this website in total.
During the entire time that the website was live, I had chosen to monetise the website with good ole Google AdSense. Whilst it’s not the best advertising network of choice, it is by far the easiest and most user friendly to implement.
One of the biggest things that people who setup AdSense do not do is create a specific Ad Unit and assign it to a channel. The benefits of doing this allow you to see which advert area performs the best over a period of time and whether moving the ad unit to a better position may be more beneficial to you as a website.
Following the advice of Google on how best to position Google AdSense, I placed several adverts around the site in prominent positions.
The purpose of this positioning was to ensure that the adverts were well above the fold of any user visiting the website and were in such prominent positions that a user could easily identify them and visit the websites if the adverts were of interest to them. Remember, don’t covertly blend your adverts, entice the user to click the advert or other tricks that may jeopardise your AdSense account.
Looking back over the campaign, I wish I had spent more time on it during the six week period the show was on. I watched the show and, unfortunately, I was not a fan once I watched the first episode – this made me lose passion in the project.
Ideas for growth would have been:
I hope this gives you an insight into how to quickly set up a reactive website, plan a strategy and to monetise the website. All you need is to act upon the ideas that we all have when we see something announced – don’t leave it to someone else!
** UPDATE **
Due to clause 8.1 of the Terms Of Service for Google AdSense, I have removed all facts and figures of my CTR for AdSense. Apologies, but I kind of like my AdSense account.