In this episode of the SEOLeverage Podcast, Gert Mellak sits down with Joseph Armstrong, founder of 90 Day Korean, to dive into a story every digital entrepreneur dreads: losing 70% of website traffic overnight.

Joseph shares the raw reality of what happened during a devastating Google core update in 2019, how it put his entire business at risk, and how the SEO Leverage team helped turn things around — fast. Within just three weeks, the site had fully recovered, and from there, it doubled its traffic and increased conversions.

But this episode is more than just a recovery story. You'll learn:

• ✅ How to build a resilient online course business over time

• ✅ The power of internal linking, user experience, and smart content organization

• ✅ How Joseph evolved 90 Day Korean into a global membership platform

• ✅ What most course creators get wrong when scaling

• ✅ How AI and team feedback shape their content and support systems

• ✅ Why regular customer interviews became a turning point in product development

Whether you're a course creator, marketer, or SEO enthusiast, this conversation is packed with real talk, strategic insights, and behind-the-scenes lessons from a founder who's been through the storm — and came out stronger.

05:59 – 06:30 - We Lost 70% of Our Traffic Overnight

Joseph shares the gut-wrenching moment when a Google core update wiped out the majority of 90 Day Korean's traffic — a situation many online businesses fear. It instantly raises the stakes and gives the conversation emotional depth and urgency.

07:10 – 08:27 - The SEO Recovery That Took Just 3 Weeks

After connecting with Gert, Joseph implemented a focused SEO action plan and fully recovered rankings in just three weeks. This segment shows the real-world power of expert SEO, structured workflows, and quick execution.

09:53 – 11:50 - The Power of Internal Linking and Content Cleanup

Joseph and Gert unpack how rethinking internal linking and removing redundant pages helped clarify the site's structure — improving both SEO and user experience. It's a golden nugget for content-heavy websites.

36:43 – 38:16 - Why Customer Interviews Changed the Game

Joseph reveals how regularly talking to customers uncovered gaps in the product and guided critical improvements. This is a practical, often-overlooked growth tactic for course creators and SaaS founders.

27:22 – 30:19 - Adopting an AI-First Mindset (Without Losing the Human Touch)

Joseph discusses how his team uses AI for support, content structure, and message clarity — while still relying on human review. It's a balanced, real-world look at leveraging AI effectively inside a growing business.

Links:

90 Day Korean - Official Website - https://www.90daykorean.com/

Guest Website Info:

• Name: Joseph Armstrong

• Role: Founder & CEO, 90 Day Korean

• Website: https://www.90daykorean.com

• Email: [email protected]

• About: 90 Day Korean is an online Korean language learning platform designed to help English speakers go from zero to confidently holding a 3-minute conversation in just 90 days, and work toward conversational fluency within a year. The platform features structured courses, personalized coaching, and a supportive membership community — all built on practical, real-world Korean, not textbook theory.

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]