Niche:
Toys
Earnings before:
$500/month
Earnings after:
$45,471/month
Increase:
899%
Site Size:
25 pages
When it comes to accepting new clients at The Search Initiative, we actually broke several of our own rules for this one, mainly because the site was brand new, registered just days before we started.
That said, what stood out immediately was that our client had secured an exact match domain for the year’s number one hit toy of the Christmas season. Search volume was already trending upward, something we confirmed by digging into keyword research around the product early on, and a quick look at the product pages on Amazon showed pre-orders were already sold out. This had the makings of something big. Because of that, my team and I mapped out a plan with the client to move roughly three times faster than we normally would on a typical site.
The site we inherited had just 3 pages of decent content to work with. On top of that, the homepage was duplicating content that already existed on one of the inner pages, so the first step was consolidating that content directly onto the homepage instead.
Rather than relying on a single page that only talked about the toy in general terms, we built out a full site structure with dedicated pages covering:
Now we had a site with more than 20 pages capable of pulling in traffic, social signals, and backlinks, rather than relying entirely on the homepage to carry all of that weight on its own.
My team and I began working on this site at the end of October, knowing we had roughly a month to get it ranking before Black Friday, when sales would really start pouring in.
First, we applied my anti-sandboxing technique to establish early trust with search engines. Once that foundation was in place, we followed up with a high quality link building push of over 25 new backlinks within that single month. That combination pushed the client all the way to the #2 spot in the SERPs, sitting right below the actual brand itself.
As mentioned, the number 1 ranking spot belonged to the actual brand behind the product. They held the .com, while our client only had the .net.
Realistically, that meant we weren’t likely to capture much of the click share just by outranking on paper. So the team got creative instead.
The top ranking competitor had a title tag along the lines of: “________ – Which One Will You Get?”
To me, that title completely missed the real demand driving this product, which was practically on backorder for the entire season. So instead, we wrote our title tag as: “______ – NOW Available. Get Your ____ Now”
If you were a parent desperately trying to get your child the season’s hit toy, which title would actually make you click?
The team sensed early on that this product and niche would follow very specific keyword trends tied to the calendar. For example, searches like “get ____ before Christmas” spiked heavily during the first week of December, while “____ instructions” surged on December 25th itself, once thousands of kids had unwrapped their presents and their parents were left figuring out how the thing actually worked.
By strategically targeting the right keywords at the right moments, we were able to capture massive traffic peaks, exactly like the spike shown in the screenshot earlier in this case study.
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