How Wirecutter is switching up its content and audience strategy to tackle search changes
The New York Times’ product recommendation site Wirecutter – like other commerce-based publishers that rely on driving audiences to their sites to make money from affiliate links – is finding new ways to tweak SEO strategy, package content and expand coverage areas to continue growing revenue.
This comes at a tricky time, when the volatility of Google search referral traffic and algorithm updates means the platform is a less reliable source of content discovery and new audiences, especially for commerce-based publishers.
Leilani Han, Wirecutter’s director of commerce, said onstage at the Digiday Publishing Summit in Miami, Fla., last week that while it hasn’t become more difficult to convert readers to buy from Wirecutter’s product recommendations, the real challenge is finding those readers in the first place.
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Source:: Digiday
