I was recently optimising a portfolio of domains for a domainer client and as it was the end of the month I began collating all of the statistics and they showed a very interesting result. The increase in RPM varied between 22% and 47% of what it was previous to the optimisation. That sounds like a good result but there was more to be found!

The trendline for the increase was continuing to rise but it had a dip in the middle and that's when I went digging into the data to find out why. It just so happened that around the same time the dip occurred that there was a large increase in traffic.

What was happening was a large batch of domains were added to the account and the traffic from these unoptimised domains were diluting the affect of the work we had done on the optimised portion of the portfolio. What was even more interesting was we could see that about a week after the domains were added the RPM once again began to rise. The optimisation team and technology was obviously hard at work immediately after the dip occurred.

In summary, optimisation of traffic definately yields huge returns. In this case the increase of 47% in the RPM was very recent and we anticipate the increases to continue for some time now. Our goal is around 70% increase of the pre-optimisation RPM. That money was money left on the table by the domainer....needless to say, they're happy now :-) Whatever you do, check out your domains and make sure that they are optimised!

TrackBack URI for this entry

Comments (0)

Subscribe to this comment's feed

Name

Email

Website

Title

Comment

smaller | bigger

Subscribe via email (registered users only)

I have read and agree to the Terms of Usage.

Write the displayed characters

Add Comment Preview