B2B Aged Domain Case Study: $123 RPMs, Bing #1 Traffic Source

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This is the continuation of the first update of this aged domain niche site. In the first month after acquiring the site, the revenue clocked in at $780. 

Since then, the site has consistently generated $1,300+ per month.

For the last 3-months from April to June 2022, a significant amount of content has been added to the site to finish up the topical map, and now the site is on auto-pilot mode.

In this case study, I will cover:

  • Traffic and revenue stats
  • Why Google is not generating traffic
  • What improvements were made
  • Future plans

Let’s get into it!

Traffic and Revenue Stats

Here are the high-level stats related to the site:

  • AHREFs DR 31
  • Primary traffic from Bing (see below)
  • $123 RPMs (see below)
  • 125,000 words (+67,000 from Month 1)
  • 78 articles (+48 articles from Month 1)
  • Purchased from Odys marketplace for $4,000

Traffic Breakdown

Here is the monthly breakdown of traffic since launch:

The website has been on a slight downtrend but that’s primarily because of Google traffic decreasing month over month. Keep reading for the detailed breakdown of this problem.

Revenue & Cost Breakdown

The revenue was as follows:

  • February: $180
  • March: $780
  • April: $1,320
  • May: $1,320
  • June: $1,350

The total revenue so far equates to $4,950.

The growth costs were as follows:

  • February: $287
  • March: $807
  • April: $1,120
  • May: $1,085
  • June: $110

Total costs so far equate to $4,009, of which 95% is content. I paid a fixed $40/article. The acquisition cost of the domain was $4,000 from Odys.

At this trajectory, I should recoup all of my costs in the next 2-3 months of operations.

Google Traffic is 6% of Traffic…

What’s most surprising about this website is that Google brought less than 6% of the total traffic last month.

The site gets 28% traffic from Bing, 12% from DuckDuckGo, and 11% from Yahoo. The second-tier search engines are generating revenue.

The chart below shows the organic traffic from Google since the creation of the site. The site got a boost from Google but then as time went on the traffic dropped.

Why is that? Most likely related to competition. The niche I am in is super competitive and there are some big players. Google first tested my content in February 2022 and over time realized there are better alternatives.

Did I optimize my articles for Bing? No, nothing special was done. I did the best practices for on-page SEO but nothing specific for Bing and secondary search engines.

Long-term, the goal is to pick up more search traffic from Google. I am hoping the improvements I’ve done to the content (see below) will help plus new backlinks.

Takeaways: You can still make money from other search engines. You do not need to optimize for them but they can bring significant traffic.

Improvements Made Last 3 Months

1. Finished Topical Coverage With 48 Articles

Topical coverage is where you cover a specific topic in full. This is important these days in SEO and something I strive to achieve for all of my sites. Some websites need 50-100 articles to cover all topics, like this one, and others take 500+. It really depends.

How do you determine full coverage? It’s more an “art” than “science” because nobody can tell you exactly how many topics to cover. 

Some quick tips:

  1. Build a list of keywords using Ahrefs that I know I should target. This includes info, review, buying guides, etc.
  2. Reverse engineering well-ranked competitors

By reverse-engineering my competitors, I can get a significant amount of ideas. I take their titles and reverse-engineering the keyword they are targeting. I then create outlines and get those articles written.

At this stage, I do not even care about search volume. Many topics do not get any search volume, but they need to be present on your website to ensure full topical coverage.

Takeaways: For this case study site, I published 48 articles. I know many of them will not rank due to sheer competition but it’s needed to ensure coverage.

2. Earning at $123 RPMs

To calculate your overall RPM, take the total revenue divided by total pageviews over a certain time period.

The effective RPMs I am getting are $123 from affiliate sales. The affiliate offer that I am promoting pays $60/sale.

The site currently gets around 7,000 pageviews. With display ads, in the best niche (e.g., Finance), I could expect $40 RPMs, and in a typical niche like home/kitchen, I could expect  $15 RPMs on average. That’s the amazing thing about affiliate marketing; small traffic and lead to large revenues. 

Long-term, the goal is to continue increasing this overall RPM by diversifying revenues. 

3. Adding Backlinks Via Outreach

In June, I added one paid backlink through a contact that brought me an opportunity. The cost was $150 for a DR 60. 

The benefit of aged domains is that they come (usually) with quality backlinks. This ensures you do not have to build backlinks from the get-go. 

However, after a few months, it’s in your best interest to build a few high-quality links to keep the authority growing and continue building a moat.

Future Plans

The site is now on stand-by. During this time period, the following will take place:

  1. Add 1-2 articles per month to keep things fresh
  2. Add internal links strategically
  3. Try to diversify revenues
  4. Future proof the site with quality about page, social media profiles, etc.

The major risk with this site is the single revenue source. While I’ve worked with this brand since 2019, it is still risky if they cut commissions (which they did already at one point) or go out of business.

Thanks for reading! Stay tuned for future updates.

Mushfiq is the founder of Stream-SEO.com. He has 14+ years of experience in all things digital marketing. His forte is buying, growing, and selling online businesses. He has done 218+ website flips to date since 2008.