Publishers Can Get More From Archived Content

|Yaron Galai

More and more we are hearing that publishers are looking to lift pageviews by getting visitors coming from search engines to click deeper into their sites.  These visitors, called “deep linkers”, come to the publisher pages from a search query on a specific topic.  The issue is that many of these visitors are arriving at archived pages on the publisher’s site.  The problem is these “deep linkers” are arriving at content pages that are simply out of date with little to no updated content.  So the “deep linker” arrives at the archived page and bounces off.  The opportunity here is to get these “deep linkers” beyond the initial page they land on from the search engine.  Enter outbrain.

When publishers install outbrain, our javascript running at the footer of each post will automatically show the “deep linker” the most relevant and fresh set of links, even on posts that are deep within an archive.  This means that “deep linkers” looking at content pages that may be months or even years old can also see links to interesting links that are up to date or “just breaking.”  Do the math.  Look at how many visitors you may be getting from the search engines, Facebook or Twitter on pages  that are not current.  If that traffic amount is significant, calculate the lift in page views that may result if you can get some of them to click another link.  We have seen some numbers and it can be quite staggering.  If you want to learn more ping john (at) outbrain (dot) com. So yes the conversation is all about revenue these days, but traffic acquisition will always be a key component for a publisher.  Addressing large swaths of traffic opportunities is always a good idea to win the short term battle and also the long term war.

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Yaron Galai

Yaron Galai

Yaron is Co-Founder and Chief Executive Officer at Outbrain. Prior to founding Outbrain, Yaron was Co-Founder, SVP of Quigo, Inc.,... Read more

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