CASE STUDY The Site Sally’s Baking Addiction (sallysbakingaddiction.com) is a wildly popular baking blog that started as a hobby and a place for writer, recipe developer, and photographer Sally McKenney to share recipes with friends. Quickly, it evolved into a go-to site for baking enthusiasts where McKenney shares recipes and offers step-by-step insight into her kitchen creations, accompanied by mouthwatering photos. McKenney’s pictures, which she shares via social media, dramatically increased the visibility of her blog. Today, sallysbakingaddiction.com has 7 million visitors per month and generates enough revenue that it is now McKenney’s full- time job (along with writing cookbooks, the second of which is coming soon). The Challenge The traffic for sallysbakingaddiction.com came

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