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Washington Post Case Study
 

Washington Post Case Study

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The Washington Post leverages un-branded searches to overcome seasonal and news volatility ...

The Washington Post leverages un-branded searches to overcome seasonal and news volatility


The Challenge

As with most news sources, a significant share of search traffic to The Washington Post website (www.washingtonpost.com) tends to be event-driven such as searches around U.S. elections or the Olympics. In order to stay ahead of the competition while maintaining market share, The Washington Post wanted to attract a greater percentage of search traffic through un-branded terms.


The Solution

To maintain market share in the highly competitive News and Media industry, The Washington Post produces content to capture traffic from "timeless" terms that are not seasonal or event driven. With the help of Hitwise Search IntelligenceTM and Hitwise Charting, the team at The Washington Post discovered how to leverage un-branded search to benefit their business.

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    Washington Post Case Study Washington Post Case Study Document Transcript

    • The Washington Post leverages un-branded searchesto overcome seasonal and news volatilityThe Washington Post uses Experian Hitwise to analyze different ways to leverage brandedand un-branded search queries.The ChallengeAs with most news sources, a signi cant share of search traf c to TheWashington Post website (www.washingtonpost.com) tends to be event-drivensuch as searches around U.S. elections or the Olympics. In order to stay ahead Hitwise at work:of the competition while maintaining market share, The Washington Post wantedto attract a greater percentage of search traf c through un-branded terms.The SolutionTo maintain market share in the highly competitive News and Media industry, The Competitive Insights forWashington Post produces content to capture traf c from “timeless” terms that understanding searchare not seasonal or event driven. With the help of Hitwise Search Intelligence™ analysisand Hitwise Charting, the team at The Washington Post discovered how to Industryleverage un-branded search to bene t their business. News and Media“Our traf c and search teams identify areas of content opportunities that are alsoa strong t with our brand and journalistic missions,” said Rochelle Sanchirico,Senior Director of Acquisition Marketing. “This is a key technique in our overallsite analysis.” “Our traf c and searchUsing Hitwise Search Intelligence™, The Washington Post looked for groups of teams identify areas ofterms that were aligned with their journalism and drove similar amounts of traf c content opportunities thatover different time periods. Further optimizing content around these termsprovided long term organic traf c without seasonal volatility. are also a strong t with our brand andFor example, after using Hitwise Search Intelligence™ and Hitwise Charting to journalistic missions.track the popularity of terms that revolve around continuously searched newsitems, The Washington Post determined that “timeless” search terms include This is a key technique inthose related to Barack & Michelle Obama, health articles and global warming. our overall site analysis.”As a news organization, they also move quickly to provide content onfast-changing, topical terms, such as those that are political related or weather Rochelle Sanchiricorelated (examples: “snow storm” and “David Letterman”). By acting on this Senior Director of Acquisitioninformation, The Washington Post reaf rmed they do not want competitors to“own” popular topics and used these techniques to generate traf c. Marketing The Washington PostThe Bene tsSince using Hitwise, The Washington Post has been able to use search analysisto attract internet users to its website year-round without solely relying onbranded search.About Experian HitwiseExperian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers acompetitive advantage by providing daily insights on how 25 million Internet users around the world interactwith more than 1 million websites. This external view helps companies grow and protect their businesses byidentifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients acrossnumerous sectors, including nancial services, media, travel and retail.Experian Hitwise (FTS:EXPN), www.experianplc.com, operates in the United States, the United Kingdom,Australia, New Zealand, Hong Kong, Singapore, Canada and Brazil. More information about ExperianHitwise is available at www.hitwise.com. ©2009 Hitwise Pty. Ltd. All of the trademarksFor up-to-date analysis of online trends, please visit the Hitwise Research Blog at www.ilovedata.com and and logo are the property of their respectiveHitwise Data Center at www.hitwise.com/us/resources/data-center. owners. All rights reserved.