RTINGS.com (small for “rankings”) is likely one of the few affiliate web sites that dominate the search outcomes for a variety of shopper digital merchandise, together with televisions, headphones, and vacuum cleaners. It ranks excessive even for a few of the most generic, fat-head key phrases like “television,” which has an estimated quantity of 462K month-to-month searches within the U.S. alone.

As of October 2022, the web site drives roughly 9.5M natural search clicks in a month, making up a large 160% year-over-year progress: 

SEO metrics for RTINGS.com from Ahrefs' Site Explorer

Like many different profitable affiliate web sites, it began by simply reviewing televisions. It’s greatest recognized for its straight-to-the-point, in-depth, and data-driven opinions. 

Nonetheless, not like Wirecutter, RTINGS.com doesn’t come up in conversations in search engine optimisation communities throughout discussions on affiliate marketing online or case research typically. However there’s rather a lot to study from its web site’s success.

Once I began my analysis, one thing that impressed me probably the most was its web site construction and the utilization of programmatic search engine optimisation. Listed below are probably the most fascinating takeaways:

1. Constructing a scalable web site construction 

A correctly deliberate web site construction is invaluable when constructing your search engine optimisation basis. It helps guests and search engines like google shortly uncover and navigate content material whereas supporting your search engine optimisation efforts. 

But it surely’s simpler mentioned than performed, particularly when designing one for a big web site. The method must be scalable by retaining the way forward for the web site in thoughts.

With over 20K+ listed pages (based mostly on the website: search operator), RTINGS.com requires a strong web site construction to win on the SERPs. And it’s nailed it.

Let’s perceive its construction higher by analyzing its “television” subfolder, which has over 2.1K pages and is answerable for 23% of the full natural visitors:

Site structure report of RTINGS.com
Screenshot taken from the Web site construction report in Ahrefs’ Web site Explorer.

Beneath are the highest natural key phrases for the “television” subfolder. And when you look intently, you’ll discover that the web site ranks on the primary web page for all types of key phrases with numerous search intents:

Organics keywords report in Site Explorer

Normally, we will classify a lot of the articles as: 

  1. Evaluations of particular person merchandise (e.g., lg c1 evaluate).
  2. Better of posts (e.g., greatest samsung television, greatest 120 hz television).
  3. Informational posts (e.g., what’s refresh price, oled vs qled).
  4. Comparability articles (e.g., lg c1 vs c2).

Right here’s a hen’s-eye view of its web site construction:

Flowchart showing website structure

It’s value going into extra element right here.

Model classes and product pages

All the tv opinions are hosted inside their very own model subfolders: 

Top pages report in Ahrefs' Site Explorer

You may see that one of many model pages with the best visitors is the model class web page. These are all devoted articles which can be typically up to date: 

RTINGS.com's post about best Samsung TVs

And so they cross worthwhile hyperlink fairness to the person product evaluate pages RTINGS.com selected to characteristic there. These pages then shine on the SERPs, due to their schema markup implementation:

Product review page with ratings schema markup

Finest by [parameter] pages

Discovering the very best tv that matches your finances and necessities seemingly begins with broader search queries than particular product opinions. It may be on the premise of the dimensions of the TV (e.g., greatest 65 inch television), on the utilization (e.g., greatest television for ps), or refresh price (e.g., greatest 120 hz television). Actually, RTINGS.com has content material for six such overarching parameters with a correct subfolder for every. 

Site structure report for TV parameters of RTINGS.com

That is how the parameters navigation seems to be like on the web site:

Best TVs parameters page on RTINGS.com

Study (television/study/)

Informational articles create nice assist for the evaluate content material seen above. For instance, moreover reviewing OLED televisions, RTINGS.com has content material in regards to the expertise behind them and the professionals and cons as properly.

Right here’s a have a look at the highest “study” pages within the TV area of interest:

Top pages report in Site Explorer
Screenshot taken from the Prime pages report in Ahrefs’ Web site Explorer.

The subfolder proven above drives 83.3K natural visitors, which is sweet. But it surely pales compared to what RTINGS.com drives to its evaluate content material. Nonetheless, such informational content material additional educates readers and boosts topical authority. These are invaluable advantages, which this supporting content material offers.

2. Utilizing programmatic search engine optimisation strategically

With so many merchandise available on the market and extra launched each different day, it solely is smart to match one with the opposite earlier than making a purchase order determination. However protecting all of this content material often requires an enormous workforce of writers.

This brings the query of whether or not full human content material curation is critical on this case. The RTINGS.com workforce appears to have taken a hybrid method and makes use of programmatic search engine optimisation to make issues simpler to provide and scale.

Programmatic search engine optimisation is a technique used to generate many pages from a set of knowledge utilizing the ability of automation with the objective of rating on Google.

For instance, quite than writing a devoted evaluate evaluating AirPods’ first era with the second era and different alternate options, it’ll examine the 2 on the premise of sure parameters just like the battery life, bass, becoming, and extra.

RTINGS.com's comparison tool

One thing to notice right here is the give attention to visible comparisons too:

RTINGS.com's comparison tool

RTINGS.com used this technique and created a comparability software for a number of shopper digital classes like televisions and headphones. The Headphones Comparability Software, for instance, at present has 2.4K pages printed and drives over 200K natural search clicks each month. 

Top pages report in Site Explorer
Screenshot taken from the Prime pages report in Ahrefs’ Web site Explorer.

What could possibly be shocking to many is that it’s additionally monetizing the comparisons by way of a month-to-month subscription that gives customers with limitless entry to all its instruments and early entry to check outcomes for brand new merchandise. So when you’re in two minds about programmatic search engine optimisation, it’s best to needless to say there’s an viewers able to pay for such content material. 

RTINGS.com subscription options

Every comparability web page is hosted on a unique URL that appears to be generated by some form of algorithm. Every particular person web page may be listed and drive natural visitors.

Nonetheless, the RTINGS.com workforce nonetheless seemingly takes on fairly a little bit of handbook work on these pages, together with writing evaluate summaries, creating title tags, and so forth. Right here’s a have a look at the top-ranking comparability key phrases:

Organic keywords report in Site Explorer

When you’re excited about one other instance of utilizing programmatic search engine optimisation, take a look at the Smart search engine optimisation case examine as properly.

3. Stitching all of it along with correct inner linking

Repeatedly including and updating inner hyperlinks is a quite low-hanging search engine optimisation fruit for a lot of web sites. Inside hyperlinks not solely cross hyperlink fairness but additionally assist with discoverability and creating a pleasant expertise for the reader (so long as they’re related, after all).

The Finest by hyperlinks report in Ahrefs’ Web site Explorer exhibits us that a few of RTINGS.com’s pages, even deep down the positioning construction, get 1000’s of inner hyperlinks: 

Best by links report in Ahrefs' Site Explorer sorted by internal links

For instance, particular person TV opinions may be talked about in “better of” posts, as performed beneath: 

RTINGS.com's blog

Moreover, it has a devoted “associated article” part, which seemingly promotes its most necessary pages and contributes to the massive variety of inner hyperlinks some pages get.

Suggested reads and recommended articles on RTINGS.com

Enhancing navigation 

As soon as a web site begins counting its pages within the tens of 1000’s, the consumer expertise from the navigation and discoverability viewpoint turns into essential to success. UI/UX is equally necessary to a correctly deliberate web site construction right here. And there’s rather a lot we will find out about that from RTINGS.com.

For instance, have a look at its homepage and the way good a job it does to point out new and up to date posts. It’s minimal but usable. 

Navigation elements of RTINGS.com

All of the articles are tagged beneath “New,” “Replace,” or “Early Entry.” It additionally exhibits the variety of articles printed beneath every class, immediately including numerous credibility. One of the best half for me is the menu bar for every class. 

4. Operating a profitable YouTube channel

We’re in 2022, and there are a lot of preferring watching a video evaluate to studying an in depth article. Since all of RTINGS.com’s gadgets undergo so many exams, it solely is smart to doc every part and share it in a video. The workforce figured this out early on—2013, to be precise.

As of October 2022, its channel has 327K subscribers and over 58M views:

RTINGS.com's YouTube channel

Most of its movies are both product opinions or comparisons. All of the movies are linked to the evaluate articles it publishes, and that is the place we begin to create the search engine optimisation connection.

The factor is that its web site and YouTube channel each rank on the primary web page for a lot of key phrases, maximizing its SERP “actual property.”

SERP result for Samsung nu8000 review

Whereas it hasn’t seen a hockey stick progress by way of subscribers, its movies have constantly garnered views month-to-month.

Social Blade report showing steady growth of subscribers and video views
Screenshot taken from a Social Blade report.

General, YouTube is the right channel it could double down on to extend its natural visibility. There’s super potential. Actually, it ranks on the primary web page for over 100K key phrases the place Google exhibits movies within the SERP outcomes. All it must do is determine the suitable merchandise and publish movies about them. 

Keywords with video results in the SERP, via Ahrefs' Site Explorer

Final however not least, I like the way it makes use of the Group tab to attach with subscribers by displaying them behind-the-scenes content material of upcoming opinions. 

Behind-the-scenes content under Community tab, via RTINGS.com's YouTube page

Simply take into consideration the content material distribution advantages of getting a extremely engaged neighborhood. Connections to search engine optimisation are just about in all places.

Ultimate ideas 

RTINGS.com has created a powerful moat in a couple of product niches through the years. This has helped it to develop from an already spectacular month-to-month natural visitors of 2M two years in the past to over 9M at present. 

There’s rather a lot to study from it, particularly when you’re in search of recommendations on enhancing web site construction or planning to run experiments utilizing programmatic search engine optimisation.

Acquired any questions? Ping me on Twitter.

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