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Recalling a campaign I co-managed at a previous agency…

Let me start by saying we did not do this on purpose, but it certainly was a happy accident. I was working on an SEO campaign for a company called Racenet. Racenet provide avid punters with tips, odds and news for almost all the horse racing that goes on in Australia, NZ and around the world. These guys have been around since the start of the internet, going on about 20 years.

We were responsible for building up their SEO rankings for the Melbourne Cup carnival in 2012 and can I say, we had absolutely smashed it. We ranked #1 on Google for “Melbourne Cup Odds”, “Melbourne Cup Form Guide”, “Melbourne Cup Tips” and about 150 other highly valuable Melbourne Cup keywords. We even optimised for things like “Melbourne Cup Time” just to capture the extra eyeballs.

We saw huge traffic spikes on Caulfield Cup day and in the days leading up to the big one, but we never could have anticipated the result which followed. Suffice to say, I got more excitement on Melbourne Cup day 2012 by watching the Google Analytics account than I did watching the horse races. In the 30 minutes before the race I was seeing 13,000 page views per minute – that is bananas.

Then, the site crashed. The server couldn’t handle all the extra traffic (think Mark Zuckerberg in the Social Network with his Facemash website). We went down. Luckily enough this downtime occurred after the start of the big race (so no one missed out on getting their tips before the start) and we were back online by the time Green Moon crossed the line in first place.

All up, we had 1.5 million page views in one day. That’s right, 1.5 million. The amount of revenue that our client made was never accurately disclosed to us – but their feedback said it all; “we are very happy”.

So what does this mean for your business? It’s not likely we’ll ever be able to drive enough traffic to your website to crash it (phew), but generating high rankings on Google for very competitive keywords is anyone’s game. If you think big, have a strong content strategy and are patient with the outcome you can achieve truly transformational results.

If you’re a business in the Yarra Valley and you’d like to access advanced digital marketing services, contact us today for an obligation free conversation.