In a media landscape often criticized for sensationalizing tragedy, a new voice is emerging with a fundamentally different approach to true crime reporting. TheColdCases.com, founded by U.S. Air Force veteran Dustin Terry in early 2025, has quickly established itself as a formidable presence in unsolved crime journalism by prioritizing victims' humanity over headlines.
The platform's rapid rise is particularly notable given its independent origins. Without institutional backing or venture capital, Terry has built a site that's already outpacing established brands in search visibility, including industry stalwart CrimeReads. This growth comes from a deliberate strategy combining trauma-informed reporting with sophisticated digital outreach.
"I didn't start this because I wanted views," says Terry. "I started it because I know what it's like to feel unheard — and so do the families of these victims. They deserve more than clickbait."
Terry's background provides unique qualifications for this work. With a Master's in Human Behavior Psychology and extensive experience in psychiatric hospitals, child welfare, and addiction centers, he brings a clinical understanding of trauma to his reporting. This professional expertise is further deepened by personal experience as a survivor of domestic violence and family estrangement.
"I know what it feels like to scream into the void. TheColdCases.com is my answer to that void," Terry explains.
Despite being just months old, the true crime platform has already published exclusive interviews with victims' family members and detailed psychological profiles. The site has also launched merchandise with proceeds benefiting nonprofits like the Cold Case Task Force, demonstrating its commitment to tangible advocacy beyond reporting.
The site's technical achievements are equally impressive. With over 300 keywords ranking in its first quarter and steadily increasing domain authority, TheColdCases.com demonstrates how strategic SEO can build audience without relying on viral content or paid advertising.
"People don't realize how powerful Google can be when used with intention," Terry says. "I've built organic credibility through smart search strategy, PR, and interviews — no ad spend, no viral TikToks. Just consistent work and a deep belief in what I'm building."
Terry's vision extends beyond creating another true crime destination. He aims to develop a comprehensive resource for cold case advocacy that combines journalistic integrity with practical support for affected families.
"The goal is to build a media empire with a conscience," he says. "One that outlives me, and finally brings some light to the families who've lived in darkness for far too long."
As the platform continues to grow its YouTube presence and expand its coverage, it represents a potential shift in how true crime stories are told—placing ethics and empathy at the center rather than treating human tragedy as entertainment.
