The Weather Channel Interactive Increases Site Traffic Through Targeted Search Engine Optimization

Coremetrics, the leading provider of on-demand web analytics and precision marketing solutions, announced that The Weather Channel Interactive has generated increases of up to 144% in page views to strategic content areas on weather.com, through the use of Coremetrics reporting to optimize search rankings and attract more qualified consumers.

In a crowded market, weather.com differentiates itself by showcasing its health and travel-related articles, live traffic reports, and weather information related to specific events such as weddings and sporting activities, which in turn drives advertising revenue.

weather.com used Coremetrics to baseline the volume of traffic that came to various areas of its site via natural search and analyzed the seasonal keywords that were driving visits. The team identified a strategy that allowed the site to be better indexed by the major search engines and resulted in improved ranking in the corresponding natural search listings.

"Coremetrics gave us the deep insight we needed in order to quantify the impact of increasing traffic to these pages," said Derek Van Nostran, Director of Marketing at The Weather Channel Interactive. "As a result, we are able to act on the data and make improvements in search referrals to attract the most valuable consumers."

Coremetrics' segmentation reports also helped weather.com understand more about its users. For example, it found that the keywords "Outdoor Weddings" were significantly more effective than the term "Wedding Planner." It optimized the landing page for the term "Outdoor Weddings," since it was clearly more relevant to its visitors, and experienced a 144% increase in daily page views of its Outdoor Weddings Tips page.

"Search engine rankings are key to the success of any online business, as they can help drive the right type of traffic to their sites," said John Squire, Vice President, Product Strategy and General Manager, Marketing Services, at Coremetrics. "However, the first and most important step is establishing an accurate benchmark as a basis for improvement. weather.com is a compelling example of how precision analytics can be utilized for optimizing the performance of this crucial digital marketing tool."

About Coremetrics

Coremetrics (www.coremetrics.com) services more than 850 brands and has delivered over $300 million in documented ROI in the past two years. Coremetrics is also the integrated web analytics solution for IBM WebSphere Commerce, delivering a best-of-breed multichannel business analytics solution. The company is privately held with funding from Accel Partners, FTVentures, and Highland Capital Partners and is headquartered in San Mateo, California. To learn more about Coremetrics, visit www.coremetrics.com or call 877-721-CORE.

Coremetrics has strongly supported online privacy since its inception. To learn more, visit http://www.coremetrics.com/privacy.