The Conversation is a not-for-profit media outlet producing in-depth news research and commentary. Their journalists and editors work directly with academics, researchers and scholars to produce expert, independent perspectives on world events. The organisation is based in Africa, Australia, UK and US and their website has a global monthly online readership of tens of millions.
The Conversation – like almost every other news outlet in the world – uses the Organic Google News service to deliver its articles to end users. Google News is a very different beast to normal organic Google Search used by ECommerce retailers, as the focus is on delivering breaking stories quickly. In the case of many privately owned news websites, revenue is driven by ad impressions on a display network, so breaking stories compete to get attention in order to drive revenue for the business.
The Conversation is completely independent, so it doesn’t have ads or sponsored/PR content on its site. It solely wants to drive engagement with users and partner with academic institutions for the common good.
We audited The UK section of The Conversation’s website, and a range of other high performing news websites, providing insights into improvements in website architecture that could be made. The intended impact of these findings was to improve rankings and relevancy in Google News and Google Organic Search.