I’ve come to the conclusion that growth requires two things:
1) Shut down the old direction. The unprofitable one that doesn’t make money and consumes too much of your time, resources, and energy. Yes, you’ve grown attached to it, and letting go is difficult because you thought this project would last a lifetime. But you need to recognize when it has become a liability rather than an asset.
2) Start something new. This is about stepping outside your comfort zone: learning a new niche, understanding the market, and spending a huge amount of time mastering new tools and approaches. You’re working toward long-term potential, with no quick results here and now.
In short, you need to know when to shut down the old and start something new. To put it even more simply, you need to keep testing different options. The more systematically and quickly you do this, the better your chances of finding a successful niche or direction.
Examples:
This is what successful gambling business owners do when they rebuild their teams: they let old employees go and hire new ones.
This is what successful solo SEOs I know do when they constantly restructure their Keitaro setups: they remove old offers and add new ones.
This is what major advertisers do within their companies: they replace affiliate managers, heads of departments, and so on.
And this is what I’m learning to do as well. Essentially, this is what a “lever” is — I borrowed the term from some guys I know.
One more thing:
You can also apply this process within a single project by testing different approaches and hypotheses. For example, you may be promoting a project and experimenting with different types of backlinks, then monitoring how the website responds to them. You don’t necessarily have to shut down the entire direction. The key is to test different options systematically.
Wishing everyone backlinks and top rankings 🙂
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Need backlinks? Send me a private message on Telegram: https://t.me/andrey_soroka
CIS and international markets (gambling, casinos, dating, crypto, and white-hat projects)
My channel about SEO, link building, and iGaming: https://t.me/info_site
