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When word of a whites-only scholarship at Boston University hit the media last fall–drawing coverage from bloggers and biggies like ABC alike – Daniel Kovach (photo) smelled opportunity. His goal: to boost traffic to the website he runs, Scholarships Around the US.
So he paid a writer to crank out ‘The White Man’s Guide to Getting a Minority Scholarship,’ which reveals that some schools do offer scholarships to ‘nonblack’ students–and added it to the mix. Then Kovach planted a link to the article on recommendation site Digg, where it jumped to the coveted front page.
That, in turn, led other sites to link to the article. And Kovach landed a top search ranking on Google. Such timely strategies have helped Kovach turn his year-old site into a $10,000-per-month cash cow. Not bad for a 26-year-old who works about an hour a day out of his townhouse in Raleigh, N.C.
Each step of the way, Kovach milks trends big and small. He says he spends about 15 minutes a day culling education-related articles from Google News, scanning the headlines in search of anything that might help him stoke traffic.
‘You have to sift through it all,’ he says. ‘No one is going to hand you pieces of trend gold.’
Photo by Alex Maness.
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