Case study · B2B SEO
Growing a news site’s technology section from 80K to 1M unique visitors
RPP · Digital media · Technology section · Peru · 2014 to 2015
- monthly unique visitors, up from 80K
- 1M
- audience growth for the section
- 12.5×
- to reach one million visitors
- 12 mo
Challenge
RPP’s technology section competed with global tech outlets for every search about launches, gadgets, and apps. Stories were written for the news cycle, not for search, so traffic spiked with each headline and disappeared just as fast.
Approach
- Tracked search trends daily to plan coverage of launches, devices, and apps
- Rewrote headline and URL guidelines so every story targeted a real search query
- Built evergreen guides and how-to articles that kept ranking after the news cycle
- Linked the section from high-traffic news stories to pass authority to technology content