Turning SEO Data into Profit: Success Secrets of Red Ventures, Dotdash Meredith, Vox Media, and Others
Inside the success of Dotdash Meredith, Vox Media, Red Ventures & more
Things move fast in the SEO industry. Google search is changing all the time, so SEO strategies need to be continuously reassessed and updated to remain effective over time.
We obsess over minute ranking fluctuations, forgetting the bigger picture: growing a thriving business. But today, we'll refocus on what matters most by exploring how major industry players use data analytics to dominate.
Specifically, we'll spotlight two powerhouse publishers: Dotdash Meredith and Red Ventures. These media giants exemplify the data-driven mindset that cuts through the SEO noise. While we fixate on tactical minutiae like keyword volumes, they employ analytics to unlock growth across their content empires.
When it comes to traditional media companies, Dotdash Meredith and Red Ventures rank as bonafide giants. From Investopedia to CNET, their expansive digital portfolios generate tremendous first-party data. And they possess the tools and talent to derive value from those assets.
In this post, we'll learn how these leaders bake data into their strategies to gain an unbeatable competitive edge. We may not command content networks, but brands both large and small can still adapt the data-first principles powering Dotdash Meredith and Red Ventures.
Together, we'll move beyond superficial ranking chatter to see the bigger picture. We'll explore how data converts to revenue-driving insights for industry dominators. Let's shift our gaze from SEO tactics to overarching analytics strategies that deliver results!
Demystifying Key SEO Analytics Concepts
Before we dive into how top publishers leverage data, it helps to level-set on some fundamental analytics terminology:
First-Party Data
This invaluable data comes straight from your own platforms and users. You fully own first-party data like site analytics, customer profiles, and user engagement metrics. Controlling the source builds trust.
Second-Party Data
When partners share data directly, it becomes second-party. This could include advertiser campaign insights or publisher audience segments. While offering an outside perspective, second-party data depends on ongoing cooperation.
Third-Party Data
This refers to data culled from external vendors and technologies. Third-party data provides wider context, but companies lack control. Much of the data SEOs use like rankings, traffic estimates, and keyword volumes qualifies as third-party.
Predictive Analytics
This process applies statistical modeling and machine learning to historical data to forecast future outcomes. SEOs may use predictive analytics to anticipate traffic levels, revenue, lead conversion rates, or other KPIs down the road. These insights inform better decisions in the present.
Prescriptive Analytics
While predictive analytics forecasts what could happen, prescriptive analytics recommends what to do about it. Prescriptive systems suggest actions to capitalize on data-driven opportunities and improve desired outcomes.
A/B Testing
This technique compares a webpage, ad creative, email subject line, etc. (“A”) against a modified variant (“B”) to see which performs better. The winning variation then replaces the original. Repeated small-scale tests drive continuous optimization.
Cohort Analysis
Cohort analysis groups users based on shared characteristics like sign-up date or first purchase month. Studying cohort behaviors over time provides insights to improve customer segmentation, targeting, and engagement.
Domain Expertise
In SEO, domain expertise means hands-on experience optimizing sites for search engines. It provides the context needed to translate data points into meaningful strategy. Without an insider’s perspective, metrics lose relevance.
Now that we’ve defined some key analytics terms, let’s examine how major industry players put these concepts into practice. Onward to see how data drives growth!
How Industry Leaders Harness Data for Growth
Harnessing Data to Guide Decisions
For publishers managing thousands of articles, prioritizing what to improve is crucial. You simply can't overhaul everything at once. This is where data steps in to inform decisions under uncertainty.
Owning multiple sites generates tons of content and optimization opportunities. But with limited time and resources, Where do you start? What represents the best use of effort? Analytics provides the missing context to identify high-impact areas to focus on first.
Data helps guide decisions in scenarios where the best path forward remains unclear. Quantifying the problem reduces guesswork. Metrics may reveal pages with declining organic traffic or conversions as urgent issues to tackle before lesser priorities.
You don't need data to make decisions you're already certain about. But in situations rife with unknowns, analytics offers valuable directional signals. Data can cut through the fog obscuring the wisest course.
That said, even armed with data, sometimes you still need to trust your instincts in critical moments. Relying solely on analytics can lead to analysis paralysis. For life-or-death decisions already heavy with context, it may prove best to simply follow your gut and act.
As Miyamoto Musashi wisely said, "Do nothing which is of no use." Only leverage data when it truly informs decisions and spurs pragmatic action. Measure twice and cut once.
Publishing powerhouses use data to identify prime content opportunities and guide site navigation. But smaller sites can also harness analytics to prioritize high-impact optimization efforts in the face of uncertainty. Data illuminates the path ahead.
The Data Imperative for Large-Scale SEO
Let's pivot to discuss optimizing at enterprise scale. Most SEO advice focuses on smaller sites, merely mentioning technical considerations for larger ones. But when managing an extensive content network, data and analytics become absolutely vital.
For major publishers, effective SEO requires much more than link building and on-page tactics. As site scale and complexity increases, purely manual optimization reaches its limits. Problems multiply across thousands of pages and domains. At this point, going solo as "just an SEO" proves impossible.
Instead, data crunching and scripting come to the rescue. Platform APIs like Google Search Console and BigQuery offer efficient access to metrics at volume. Data analysis guides strategic prioritization and uncovers macro opportunities.
Surprisingly, many large websites fail to tap into their own rich data. It's like owning beachfront property but vacationing elsewhere. Leaving these insights idle is a massive missed opportunity.
In contrast, analytics leaders like Dotdash Meredith and Red Ventures build their empires upon data. They derive immense value from their first-party assets.
For SEO programs to thrive at enterprise scope, a data-first mindset proves essential. Even robust technical audits should begin with querying APIs for macro insights. Data unlocks huge potential if harnessed properly.
Meet the Data-Driven Content Kings
Let's briefly introduce our protagonists Dotdash Meredith (DDM) and Red Ventures (RV). When it comes to leveraging data for content, these two publishers rule the roost.
DDM and RV built massive empires by dominating valuable niches like finance, health, and technology. Their expertise in search and digital media cemented first-mover advantage.
These SEO overlords focus intensely on English-speaking markets, especially the United States. This competitive arena breeds innovation, and both companies doubled down on data.
DDM owns iconic destinations like Investopedia, Lifewire, and The Balance. RV's staples include Healthline, CNET, and The Points Guy. Combined they operate hundreds of top properties.
The scale and diversity of their portfolios generate tremendous first-party data. These resources enable proprietary analytics systems and custom-built tools. With lavish data assets and technical firepower, they can explore opportunities others simply cannot.
Importantly, DDM and RV extend beyond just content into broader digital marketing services. Business units like Red Ventures Digital and Dotdash Meredith Digital Solutions monetize data and analytics capabilities. This powers innovative consumer solutions and revenue streams.
To put it simply, the size, vertical diversity, and existing data leverage of DDM and RV make them ideal case studies for SEO analytics. Of course, as enterprise-level publishers, they utilize both SEO and other data. But we can still learn valuable lessons from their overarching data strategies. Onward!
Red Ventures: Data Science Powering an SEO Empir
Let's spotlight innovative data practices at industry titan Red Ventures (RV). This digital marketing conglomerate leverages advanced analytics across its stable of sites.
RV relies heavily on proprietary data science and engineering to guide decisions. Custom systems enable vigorous A/B testing of on-page elements like ad placements. At their scale, even tiny performance lifts generate major revenue gains.
Beyond testing, RV excels at increasing customer lifetime value through data-informed engagement and personalization. Their marketing analytics playbook also leverages cohort analysis to fine-tune targeting.
For technical details, check out this case study from their data pipeline partner Fivetran. It highlights RV's proficiency across the data stack.
RV extends capabilities through their digital marketing arm, Red Digital. This division commercializes their analytics investments via services like CRM and loyalty solutions for brands.
Notably, RV pioneered an SEO business model centered on affiliate links and lead generation. Properties like Healthline connect motivated visitors to transactional platforms like Healthgrades.
Integrating first-party data with SEO offers a smart path forward in the post-cookie era. RV can steer owned audiences to new monetization touchpoints while deepening engagement.
Red Ventures Reputation
This portfolio includes:
Allconnect
Bankrate
CreditCards.com
Healthline
The Points Guy
Lonely Planet
CNET
ZDNet
MyMove
BestColleges
Onze
Red Digital
RV Corporate
Sage Mortgage
‘Red Ventures' brands focus on providing news, advice, and reviews in a variety of industries, including finance, healthcare, travel, technology, and education. The company is known for its high-quality content and its commitment to helping people make informed decisions.
Please note that Red Ventures previously owned or operated the websites GameSpot, Metacritic, TV Guide, GameFAQs, Giant Bomb, Cord Cutters News, and Comic Vine, but these brands were sold to Fandom, Inc. in 2022.
To put it, RV provides a masterclass in aligning SEO with data science and engineering to unlock value. Their investments in analytics talent and infrastructure confer sustainable competitive strength.
Dotdash Meredith: Unlocking First-Party Data Value
Now let's examine pioneering data initiatives at Dotdash Meredith (DDM). This publisher built tools like Data Studio and D/Cipher to extract insights from its first-party assets.
Data Studio enables DDM to identify high-potential content areas and steer editorial strategy. Uncovering value in their own data minimizes reliance on external signals for optimization.
D/Cipher, meanwhile, matches intent-driven audiences to appropriate advertising and resources. This data matching solution connects consumers to solutions during pivotal research moments.
The scale of DDM's portfolio including major properties like Investopedia provides tremendous first-party data. This confers an advantage over smaller publishers limited to cookie-based approaches.
DDM can activate data to guide decisions at scale. For example, data predicted low-performing content areas to prune to boost quality. Data optimizes the performance of massive networks.
Cited from: https://www.adexchanger.com/publishers/dotdash-meredith-wants-to-make-contextual-targeting-a-cookie-killer/
Additionally, DDM leverages analytics engineering and NLP to accurately structure data for analysis. Extracting value from data requires sound data management practices.
Dotdash Meredith's Reputation: High-Quality Content and Trusted Brands
Dotdash Meredith, largest digital and print publisher in America, with over 40 brands, including:
Allrecipes
Better Homes & Gardens
Byrdie
Coastal Living
Cozi
Brides
Investopedia
Liquor.com
MyDomaine
People
REAL SIMPLE
Serious Eats
Simply Recipes
The Balance
The Spruce
ThoughtCo
TripSavvy
Verywell
In addition to these brands, Dotdash Meredith also owns a number of other businesses, including:
Bookfunnel
Dotdash Creative
Dotdash Digital
Dotdash Media
Dotdash Meredith Licensing
Dotdash Meredith Productions
Meredith Live
Dotdash Meredith's brands reach over 200 million people every month, and the company is known for its high-quality content and trusted brands.
To put it, DDM demonstrates how to fully exploit first-party data instead of chasing third-party signals. Their analytics investments unlock tangible business benefits and a competitive edge.
Vox Media: Building a Scalable Data Foundation
Vox Media offers another insightful case study in data strategy. Early on, they focused on democratizing analytics across the company with self-serve tools. Proper governance and standardization enabled scaling.
As this 2019 interview details, Vox made data accessibility a priority but also ensured proper cleansing and structuring. Clean pipes facilitate analysis.
They also built a centralized data warehouse to break down silos. This "single source of truth" powers a wide array of applications. With Group Nine Media's acquisition, they're integrating another rich data asset.
Currently Vox leverages Google BigQuery as its cloud data warehouse. This extracts maximum value from data while enabling access across the organization.
Cited from : https://www.montecarlodata.com/blog-how-vox-media-built-a-post-merger-data-stack-with-bigquery-dbt-and-monte-carlo/
Vox's data journey demonstrates key themes we've covered regarding large publishers:
Investing in scalable infrastructure and engineering
Valuing accessibility, literacy, and sound data culture
Focusing on cleanliness, structure, and governance
Building bridges between teams and functions
Acquiring data-rich companies to augment capabilities
Vox Media Reputation
Vox Media owns and operates the following editorial brands:
Vox
The Verge
SB Nation
Polygon
Eater
Curbed
Thrillist
Popsugar
The Dodo
NowThis
Seeker
New York Magazine
Intelligencer
The Cut
Vulture
The Strategist
Vox Media also owns the following businesses:
Concert: A publisher-led advertising marketplace
Vox Creative: A full-service content and video production team
Vox Entertainment: A studio that produces original programming for TV and streaming
Vox Media Studios: A production studio that creates video content for brands
Vox Media Podcast Network: One of the largest collections of popular podcasts
Please note that Vox Media previously owned or operated the online publications Racked and Recode, but these brands have since been shut down or integrated into other Vox Media brands.
Vox shows that scaling analytics is as much about people and processes as technology. Data is only valuable when translated into shared insights that guide strategy. Its brands are known for their in-depth reporting, engaging storytelling, and diverse perspectives.
Three Ships: Digital Marketing Pioneers
Three Ships is a holding company specializing in digital media and marketplace businesses. Their primary mission is to transform the digital distribution of products and services.
Core Values and Mission
Why They Exist: Three Ships assists leaders in unlocking their full potential by guiding them through the journey of building high-growth, sustainable businesses.
What They Do: The company focuses on building market-leading businesses that simplify, elevate, and reimagine consumer experiences.
How They Win: Their strategy is thesis-driven, and they prioritize recruiting and developing high-performing leadership teams. They also incubate new businesses to stay ahead in the market.
Digital Businesses
Three Ships' digital businesses are designed to unlock growth for their partners, and they grow alongside them. Some of their notable digital businesses include:
Home Solutions: Provides in-depth reviews, resources, and tools to enhance home services experiences.
3S Auto: Assists drivers in finding the best coverage for their vehicles through comprehensive reviews of auto services and products.
3S Health: Aims to empower individuals to lead healthier lives by providing reliable information through extensive research and product testing.
3S Legal: Helps consumers and small businesses find the best legal services through in-depth reviews and informational guides.
Three Ships Alumni: The company has incubated or invested in specialized digital partners such as New Media Campaigns, Demand Signals, and Lavalier.
Philosophy and Approach
The name "Three Ships" symbolizes the innovative spirit required to navigate the ever-evolving landscape of digital marketing. They partner with brands to expand their digital channels and acquire incremental customers. Their approach is backed by years of success in content-driven performance, media investment management, and conversion rate optimization. They have also developed a proprietary machine-learning technology to identify and win search keywords. Their operations are based on a pay-for-performance model, ensuring alignment with their partners' business growth objectives.
Achievements
Their content resulted in a growth of $6.1MM for a partner's revenue during the first year of engagement.
They achieved a 265% year-over-year growth in traffic across a partner's organic channel.
Review Process
Three Ships has set a high standard for trust, quality, and transparency in their reviews. They have:
Over 100 content professionals with vast experience in media and journalism.
An editorial team that pledges to service journalism and follows a top-tier review process.
Testing labs that control the product review process for utmost objectivity and transparency.
Expert advisory boards that ensure their content remains authoritative and trustworthy.
End Note
Three Ships stands as a beacon in the digital marketing world, with its innovative strategies, commitment to quality, and a vision that prioritizes both growth and integrity.
Avoiding Common Data Strategy Pitfalls
Before concluding, let's discuss some frequent data analytics missteps to sidestep:
Many conflate coding skills with analytics proficiency. But simply building apps is not data science. Statistics and quantitative decision-making remain critical.
Likewise, basic SEO skills like link building don't instantly translate to data analytics mastery. Benchmarking against metrics isn't the same as deriving strategic insights.
While coding facilitates data processes, it merely serves as a tool. Real analytics requires framing problems, designing analyses, and most importantly, interpreting results.
Raw data alone provides little value without context. Painting data as the singular source of truth is naive. Domain expertise provides the necessary context for useful application.
Data should inform decisions, not dictate them. While analytics reduces uncertainty, decisions still require human judgment. Over Reliance on data blinds strategists to nuance.
Like any methodology, analytics has inherent biases and limitations. Data must be examined critically, not accepted as infallible. Digging deeper and questioning assumptions remain key.
To put it, developing true data fluency requires a blend of technical skills, statistical literacy, critical thinking, communication ability, and relevant domain experience. Quick shortcuts do not exist. But the journey rewards those who invest diligently.
Author : Hawrry Bhattarai