In my strategy, I follow the MWM principle—the Minimum Working Model. The main goal is to launch a website as quickly as possible, get it indexed, and let it age. I start with a landing page or a simple one-page website.
Then, depending on how the website performs in search, I begin expanding its internal pages. If it starts ranking right away, I publish more content immediately. If impressions appear after three months and the website shows positive momentum, I begin covering the entire semantic core. Why don’t I launch a 50-page website straight away?
I came to this approach through experimentation. Launching a large, fully developed website immediately doesn’t work well for a newly registered domain. It has no age, authority, weight, or trust—nothing at all. Then, within the first day or two, a huge amount of content is uploaded to it. In my opinion, this essentially makes it look like a small doorway website. There is no stable indexing or ranking, and the pages that do get indexed eventually drop out.
In my experience, gradually expanding websites delivers significantly better results. When a website has a visible development history, regular updates, and ongoing expansion, it signals to search engines that the site is actively maintained and improved.
Here’s an example of a single-brand website targeting Canada that was built using the same approach. Now take a look at the interesting part: the first row in the screenshot shows traffic to the homepage, while all the other rows represent internal pages. Let’s do the math.
Homepage — 212 clicks
Internal pages — 191 clicks
In percentage terms:
Homepage — 53%
Internal pages — 47%
What’s the takeaway? If I hadn’t created and developed the internal pages, I could have potentially lost almost half of the traffic. Could that traffic have gone to the homepage instead? Theoretically, yes. But in practice, internal pages target different keywords and completely different search intents, and each page requires its own optimization.
What is the conversion rate of the internal pages? It’s difficult to say for sure because I don’t track it separately. However, they rank for strong commercial keywords such as “registration,” “app,” “welcome bonus,” and others. So I believe their conversion rate is no worse than that of the homepage, which mainly targets the brand name itself.
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CIS and international markets (gambling, casinos, dating, crypto, and white-hat projects)
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