groundup.org.za
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GroundUp: The Public Interest News Engine
How a 40-person team built a 553k monthly visit news powerhouse
In an era of media consolidation and clickbait, GroundUp is building something counterintuitive: a sustainable, high-traffic news service focused entirely on public interest stories. With 553,000 monthly visits and a lean team of 40, they're proving that specialized journalism scales.
"They're not chasing virality—they're building authority around specific, underserved beats: education, health, sanitation, immigration, and human rights."
The Niche Advantage
GroundUp's strategy is counterintuitive: instead of broad coverage, they dominate specific verticals. Their top keywords reveal this focus—'thabo bester' (3,060 monthly searches) and 'south africa palestin' (190 monthly searches) aren't mainstream topics, but they command dedicated, high-intent audiences. This creates a defensible moat: mainstream outlets ignore these beats, but GroundUp becomes the authoritative source.
Traffic Architecture
Their traffic split is telling: 55% organic search vs. 33% direct. For a news site, this is unusual—most news relies heavily on social and direct traffic. GroundUp's SEO dominance (215,401 backlinks) suggests they're optimizing for evergreen public interest content, not just breaking news. Their top keywords—'south africa' (418K volume) and 'cape town' (164K volume)—show they're capturing broad geographic interest, then funneling it into specialized verticals.
The tech stack reveals a pragmatic approach: jQuery, Tailwind CSS, Bootstrap, and Google Analytics. They're not reinventing the wheel—they're building on proven, cost-effective technologies. The presence of Matomo alongside Google Analytics shows a commitment to privacy-conscious analytics, fitting for a public interest outlet. Cloudflare and HSTS indicate serious attention to security and performance, critical for a site handling sensitive human rights stories.
- Revenue model: Likely mix of grants, donations, and sponsored content (common for public interest news)
- Distribution: Multi-platform presence (TikTok, YouTube, Facebook, Instagram) suggests they're meeting audiences where they are
- Geographic focus: 82.9% traffic from 'undefined' (likely South Africa), showing domestic dominance with minimal international reach
- Growth signal: 215K backlinks from a 40-person team indicates aggressive content marketing and PR
The Public Interest Playbook
GroundUp proves that sustainable journalism isn't about scale—it's about depth. Their 553K monthly visits from a 40-person team outperforms many newsrooms 10x their size, because they own specific verticals that mainstream media ignores. For founders: the lesson is clear—find the underserved beat, build SEO authority, and monetize through mission-aligned revenue. For investors: this is a model that scales impact, not just clicks.
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GroundUp: South African news that matters
GroundUp publishes original public interest news. We mainly cover education, health, sanitation, immigration and human rights stories.
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About groundup.org.za
GroundUp publishes original public interest news. We mainly cover education, health, sanitation, immigration and human rights stories.
Company Overview
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Technology Stack
groundup.org.za uses 12 technologies across their website including Font Awesome, Google Fonts, HSTS, PHP, and more.
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Font Awesome, Google Fonts
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PHP
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Matomo, Google Analytics
Traffic & Audience
groundup.org.za receives approximately 553.5K monthly visitors and ranks #115,579 globally. The website has a bounce rate of 52% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:40 on the site.
The majority of groundup.org.za's traffic comes from undefined, undefined, .
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