FAZ.NET Improves Organic Reach with Automatically Curated Topic Pages
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The Frankfurter Allgemeine Zeitung (F.A.Z.) wanted to automate its digital marketing processes. The aim was to increase the visibility of FAZ.NET in organic search engine results and market share. To do this, it was necessary to first classify the content of the F.A.Z. before any form of automation could take place. The Topic Management System (TMS) from Retresco provided a flexible addition to the technological infrastructure of the F.A.Z. to achieve the project objectives.
Enhancement of Visibility through Topic Management
The Challenge
Identifying emerging issues based on the search requests of defined user groups
Making informed decisions about the creation of theme pages
Expanding the digital reach to meet the needs of new target audiences
The Solution
Classification of the contents of the F.A.Z. into subject areas before automation can occur
Implementation of the TMS as a flexible complement to the technological infrastructure of the F.A.Z.
Creation of an insights dashboard that provides context and trend analyses
The Result
TMS-generated topic pages contribute to 25% of the visibility of faz.net on search engines
33% increase in organic reach for topic pages
Improved performance for topic pages compared to the general news portal
Topic pages created by TMS are an important asset in our demand-oriented content-infrastructure. They provide readers the information they search for, based on their informational intent, making it for a more intuitive reading experience. This helped expand our digital reach and meet new audience needs.
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