30 days ago, this wordpress optimization expert, started on a new path of building a haunted places directory for the UK.
No launch. No ads. No fluff. Just a map, a structured WordPress install, and a curiosity about abandoned places and how people find them.
Forgotten Atlas was never supposed to be a flashy product. I built it to test two things:
- Can a hyper-specific directory site gain organic traction with structured content and solid SEO?
- Can a digital product be quietly useful while still earning its place in the ecosystem?
Here’s what I’ve learned so far.
The Foundation: Structure Over Splash
The first decision I made was to invest in structure early. Instead of chasing viral launches or clever branding, I:
- Added 953 listings manually across the UK
- Built filtering systems using ACF + FacetWP
- Used RankMath to lay solid SEO groundwork
- Connected WordPress to a Sheets > Koala > Blog post automation flow
- Set up AdSense, affiliate infrastructure, and paid listing capability
The tech stack was intentionally lean. I approached it the same way I would approach a client WordPress redesign — with an emphasis on clarity, scalability, and performance. What mattered most was the UX of the directory: can someone find a haunted church in Yorkshire in under 10 seconds?
Turns out, yes.
This build reaffirmed the value of thinking like a WordPress optimization expert from the beginning. Every small decision — from custom field structures to lazy-loading map assets — paid off.
The Traffic: Small, Steady, and Real
After 30 days, here’s what the site has seen:
- 2k+ pageviews
- 784 sessions
- 696 users
- 5,4k tracked events (clicks, searches, etc.)
One spike came from Reddit, but most traffic has been through organic Google searches. And it’s long-tail traffic — people searching things like “abandoned chapel in Cornwall” or “creepiest cemetery Glasgow.”
That’s the signal. It’s working.
The Mistakes: Slowness, Scope, and Solo Work
I underestimated how long manual listings take. I also let monetization sit too long in the planning phase.
- Some early listings were poorly formatted
- I forgot to build internal links until week 3
- I let ghost tours, book affiliate links, and email capture fall behind
Being a solo builder means spinning every plate yourself. If I build another directory, I’ll template the entire workflow from day one.
It also reminded me how often client sites fail to prioritize optimization at the outset. This build has made me even sharper as a WordPress optimization expert, spotting missed opportunities earlier and building faster paths to speed and clarity.
The Way Forward
Month 2 will be about:
- Expanding regional landing pages (Edinburgh, London, York)
- Pushing SEO blog content using Koala + Sheets pipeline
- Launching an email list + lead magnet (“Field Guide to Haunted Edinburgh”)
- Layering in contextual affiliate links (books, gear, tours)
- Testing Reddit and Bluesky as distribution channels
This is still an early-stage project. But it’s not an idea anymore. It’s something with traction, use, and real potential.
Why I’m Sharing This on Startum
Because Forgotten Atlas is the kind of project I want to build more of — quiet, well-structured, valuable.
Startum isn’t just a freelancing brand. It’s a home for experiments like this.
Whether you’re a client looking for WordPress redesigns, a business needing SEO-focused structure, or a developer wanting to work on something strange and specific, this is the energy I’m bringing forward.
If you’re building something long-term and grounded in structure and content, let’s connect.
Stay weird,
Deborah @ Startum Project
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