Niche Site Teardown #3: housefresh.com
Niche Site Teardown #3: housefresh.com
Site: housefresh.com
Niche: Air Purifiers & Humidifiers
Note: Data such as traffic, backlinks, competitors, authority, keywords rankings etc are all ESTIMATES provided by 3rd party tools mostly UberSuggest.
Website Overview
Date Site Founded: 2013 (first registered but not built out until 2021)
Domain Authority: 53
Organic Monthly Traffic: 112,000 visitors p/m
Number of Keywords Ranking: 40,190
Number of Backlinks: 10,322
Number of Pages: 295
Top 5 Pages
6 Best Bathroom Dehumidifiers – 10,650 visitors p/m.
9 Best Air Purifiers for Cigarette Smoke – 4,961 visitors p/m.
Humidifier vs Air Purifier: What’s The Difference? – 2,683 visitors p/m.
6 Best Air Purifiers for VOCs – 2,529 visitors p/m.
6 Best Air Purifiers Made in the USA – 2,167 visitors p/m.
Monetization Methods:
Affiliate Marketing: Yes.
Display Ads: Yes. (Mediavine)
Digital Products: No.
Physical Products: No.
Subscriptions / Memberships: No.
Branding & Design
Built On: Wordpress.
Theme: Generatepress.
Unique or Generic Looking: Generic.
Well Branded: Yes.
Good Logo: Yes.
Trust & Authority
Real Person or Persona: Persona (I think – About page lists owner and staff but no full names or personal social profiles linked to so hard to be 100% sure)
Good About Page: It’s OK (Covers what the site does, why should trust them, how they test products etc)
Genuine Authority: Yes (A full topical authority covering all things humidifier, air purifiers, and filters)
Social Prescence: Yes .
- Facebook: No.
- Instagram: Yes.
- Pinterest: Yes.
- Youtube: Yes.
- Tik Tok: No.
- LinkedIn: No.
- Twitter: Yes.
- Discord: No.
Email List: No.
Competitors List
ohsospotless.com / Estimated Traffic = 95,532 visitors p/m / # of Backlinks: 40,789
airpurifierfirst.com / Estimated Traffic = 40,000 visitors p/m / # of Backlinks: 8,820
airfuji.com / Estimated Traffic = 4,819 visitors p/m / # of Backlinks: 5,078
My Thoughts on How To Improve Traffic:
Video Traffic: If they are really reviewing the products, and they do have unique images which suggests they own the products, I think they could do more with video to drive traffic. Adding full video reviews of the products on Youtube and Tik Tok could be more revenue.
Social Traffic: Despite having a social media presence they have very little following and haven’t posted much social content – if this was something they focused on it could become a bigger traffic driver.
Build an Email List: Although sites built around specific product types can be difficult to build an email list there are options such as a lead magnet advising on the best ways to clear the air in your house or the best device for specific type of air issues.
My Thoughts on How To Improve Revenue:
Avoid Distracting The Reader: The top of some of their “best X” affiliate reviews have highlighted boxes that randomly link out to other websites (I believe in the thought that linking out to authority sites is a good signal to Google, which is true) but this is likely to send people away from the affiliate content and lose sales, so put those links at the bottom of the page or within the content.
Call To Action Buttons: There’s no buttons with call to actions in the “top 3” product review comparison tables on their affiliate content, just text links, big, colourful buttons, would generate more attention and clicks.
Showcase The Personal Experience: Though they seemingly have unique images of the products and even videos on Youtube showcasing the products their written reviews and affiliate content don’t really highlight that personal experience of using the product, it still reads like a very generic review written by someone who hasn’t actually used it (even though I believe they may have owned and used the products).
Don’t Display Prices: They are displaying prices directly in reviews and comparison affiliate posts which I would discourage because one big reason people will click your affiliate buttons is to check the price on the retailer.
Avoid Listing The Retailer: On their call to action buttons they often use terms like “Buy on Amazon” which although I’ve never tested it specifically I believe could cause a reduction in clicks because people may think “OK, I’ll check it on Amazon later” or open Amazon direcrly without clicking your links or buttons.
Biggest Takeaways To Apply To Your Own Site
Product Sites Still Work: Going all in one specific product type (in this case devices that clean the air of your house) and covering every piece of information, reviewing every product, and comparing all the different models can give you high topical authority and extremely high traffic (an estimated 100,000+ visitors p/m in this case).
Using the Products Builds Trust: If you can buy the products and take original photos and videos to add into your content then do it – this shows much more trust because people can see you have actually used them rather than regurgitating the Amazon listing information.
Always Use Call to Action BUTTONS: Never use text link call to actions but instead always use big, colourful, contrasting buttons people can’t miss.
Don’t Distract Your Visitor: Never put anything at the top of your pages that can take your visitor AWAY from the thing you want them to focus on otherwise you’ll lose their attention and lose clicks and sales.
Avoid Listing Prices: Avoid using product prices on your affiliate content (even when using Amazon’s API to display the current price) because it gives people one less incentive to click through to Amazon – many people will click to check the price.
Don’t Tell The Reader Where The Link Leads: Again, avoid mentioning “Amazon” on your call to action buttons (though remember you do need a clear disclaimer at the top of your pages / visible above the fold saying you’re an Amazon affiliate) as many people will open Amazon in a new tab or decide to just check it directly on Amazon later meaning they won’t click your affiliate link.
Build your Email List: It drives repeat traffic back to your site, makes people more likely to buy, and drives more sales plus it’s something Google cannot take away from you.
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