Bleacher Report

Bleacher Report's supply-demand approach to content

Shaan recounts Bleacher Report founder Dave Nemitz: rather than writing what writers found interesting like everyone else, they reverse-engineered Google searches (e.g. 'what time is the NFL draft') and over-produced content for high-demand, underserved queries.

“And so he would just reverse engineer it. So he, like, they would just study Google searches and they would say, oh, everybody's searching what time is the NFL draft? He's like, so we would immediately, like, have, like, the number one ranking thing on Google for What time is the NFL Draft, where to watch it and how to watch it and what's going to happen in the draft.”

Steal thisReverse-engineer search demand and over-produce content for high-volume queries incumbents are underserving.

Bustle does over $100M in revenue on long-tail search

Sam notes Bleacher Report's other founder built Bustle, a women's content company, using the same long-tail Google search strategy -- it now does over $100 million in revenue.

“Or if you Google things like that, you'll come across Bustle and they do like over $100 million in revenue. And so it still works, right?”