If you were to ask me:

“Dan, choose an industry to build a website around to get traffic from Google”

I would definitely NOT choose the medical and supplements industry. It’s super hard to get Google and users to trust you, and rank above sites like Wikipedia, WedMD.

But that’sΒ exactly what my guest, Sol Orwell did with his site Examine.com – which has amassed over 2 million monthly visitors in a 4 year period. They rank above wikipedia, webmd, in the ultra competitive medical and supplements space.

Sol will break down the entire process, from spotting an opportunity, to creating rank-worthy content, to building links (they have 400+ linking root domains) and how he plans to continue the growth of Examine.com

Buckle up – it’s a fun one.

Don’t forget to subscribe on iTunes!




And thanks toΒ Jason Quey for connecting me with Sol!



  • “Sol sounded like a good name.”
  • “He used that as the seed money to start Host Gator.”
  • “Web hosting affiliates weren’t always paying out.”
  • “This is when it was super easy to buy a link and rank at the top…”
  • “I wouldn’t buy links…”


  • “We dabbled in Facebook retargeting but basically no ads…”
  • “I saw an opportunity within the Reddit forum.”
  • “What were the most popular posts in the last year?”
  • “It’s a pure firehose of questions.”
  • Bro science
  • “It was a worthwhile risk to me.”

Content Creation

  • “You rank number one for Vitamin D. How are you doing that?”
  • Brand vs personal name
  • “I was building relationships.”
  • “The research team has grown.”
  • History of the content?
  • “We were our own customers.”


  • Four to five years = 60+ DA
  • “Why would I want to talk to you?”
  • “We built a reputation.”
  • “What is a skill I have that others are lacking?”
  • “… that’s how you become known to be useful.”
  • “Would I want to know this person?”
  • “Communication is such an important skill.”
  • Staying relevant to reporters/existing contacts


  • “Prove it to me. Mail me your cookies!”
About Dan Shure

Hi! I'm Dan Shure. I write all of the posts and host all of the podcast episodes you'll find on the Evolving SEO blog. Say hello on Twitter @dan_shure!


  • January 26, 2017 Reply


    Just noticed a spike in traffic from here to my tool Keyworddit, appreciate the mention. Will have to give the episode a listen later!


    • January 26, 2017 Reply

      Dan Shure

      Oh awesome!

      • January 29, 2017 Reply


        Just got a chance to finally listen to it. Great episode, you have yourself a new subscriber.

        Love Sol’s approach, been following Examine for the last few years.

        One last comment about Keyworddit – not from same games behind keywordtool.io (I wish). Also, I have a very similar, yet different tool that you might also like (http://www.toolscientists.com/questionnit). It doesn’t look at keywords or keyword volumes, but it extract questions from titles and comments of threads in a subreddit.


        • January 29, 2017 Reply

          Dan Shure

          Hi Dale! I stand corrected, thanks! (I wasn’t sure). Thanks for the link to questionnit – I’ll give it a try! And welcome, thanks for subscribing πŸ™‚

  • January 28, 2017 Reply

    Foysal Ahmed

    I just finished dinner and planned to listen to this podcast for a few minutes. But man, you got me hooked up! I listened to the whole podcast in one sitting and now, my head is almost exploding, thanks to Sol’s extreme energy and his amazing journey. I am really intrigued by his take on networking. I consider myself more of an introvert. But now I am seriously planning to listen to the networking part several times and follow his advice.

    Thanks a lot for the great interview, Dan. Keep up the good work.

    • January 28, 2017 Reply

      Dan Shure

      Wow thanks!! Yes Sol is awesome πŸ™‚ The best part is hearing that you’ll put this into action in the real world!!

    • February 2, 2017 Reply


      Hope your energy is exploding too πŸ™‚

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