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.
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.
"Our traffic and search teams identify areas of content opportunities that are also a strong fit with our brand and journalistic missions. This is a key technique in our overall site analysis."
Rochelle Sanchirico, Senior Director of Acquisition Marketing, The Washington Post