Yeni Birlik is a national daily newspaper with its head office in Beşiktaş, Istanbul. Türk SEM took on the project management for its website.
The Goal
We wanted to grow the audience the paper's official site reached, and to make the site run more reliably.
Competition in the news business is fierce, and holding a position through advertising is expensive. A lasting position is held in organic search, so that is where we put the weight of the work.
What We Did
We reworked the technical side: fixed the internal linking, improved how the news was presented and added new features.
We worked on the experience by measuring it rather than guessing. We surveyed 100 people for feedback and brought the page load time down to 2 seconds.
We rebuilt the structure and template of the homepage, the categories and the news pages. We split the content into two tracks: the paper's own reporting and wire-service news were handled with different strategies, because one is original and the other is not.
We load tested the site to see what would happen under heavy traffic. We did not leave the brand side empty either, supporting awareness with television and internet campaigns.
Results
- Site visitors grew 200% within three months.
- The number of pages a visitor browsed per visit tripled.
- User satisfaction rose.
