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16-Sep-2020 17:38

Looking at the same Spy Fu data for e Harmony, they rank for 14,002 total keywords, and ranks on page 1 for 5,579 of keywords.Those page 1 rankings look pretty good compared to Match, but all of e Harmony's keywords only drive 1.06M monthly clicks.e Harmony ranks for a lot of keywords that probably aren't going to move the needle for the company.When you consider that most sites are relatively similar, it's hard for them to get a competitive advantage. We'll set the stage by looking at the overall new vs.That leaves one thing as the competitive advantage: the brand. returning users for each website: Match does a better job at returning visitors than e Harmony, but let's dig a little deeper to find some real insight from this data. returning users from social media and direct traffic.Rather, they're doing something that engages current users of the site.This is a bit surprising, considering the sheer number of people who use social media.With Match and e Harmony, we see large percentages of direct traffic, likely because each company has spent years building up their brand. But if we look at this number as a whole, it's not very insightful.Match may have won this round, but that doesn't mean e Harmony is losing. Some estimates say that there are over 8,000 of these services worldwide. We're taking a departure from acquisition sources to look at user behavior. returning visitors can tell you a ton about your audience, the way they use your website, and even weaknesses in your own product. Ideally, dating sites want people to set up a profile, message people they're interested in, and come back day after day. It makes more sense to look at these numbers broken down by channel.

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That leads to about 3.51M monthly clicks on Match results.

Unfortunately, e Harmony is a big loser in one high-volume, nonbranded keyword: “online dating.” Match ranks at number one for this term.

e Harmony comes in at number 14, which is on the second page.

One of their highest-volume keyword phrases is “what is love.” That's not a terrible keyword phrase for e Harmony, but you have to wonder whether everyone who lands on the website for that term is actually looking to define the word “love,” or if they're just looking for the timeless Haddaway song?

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e Harmony would be wise to reevaluate their content strategy, especially around the keywords that Match owns, such as “online dating.”In one corner: Match. Dating is social, and the stigma around online dating is virtually dead.In terms of revenue, e Harmony is a distant second, bringing in an estimated 0 million per year.



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