When creating a search marketing program for Weather.com, the marketing team at The Weather Channel Interactive depended heavily on Web analytics to inform both its organic and paid search decisions.
The Weather Channel has used Coremetrics' analytics for two years, and less than six months into the relationship, Derek van Nostran, director of marketing, started digging into the search data in the application. That led to a comprehensive search marketing plan that rested heavily on site data gleaned from the analytics application.
Van Nostran and his team started by developing a plan for Weather.com's SEO efforts. First, the site was optimized overall for weather-related terms.
"Being a leader in the space, there was a feeling that we were entitled to the top spot for certain terms. We got some pushback from management when we tried to explain why that's not the case," he said.
The Weather Channel used Coremetrics to baseline various site areas' traffic volume via natural search and analyzed the seasonal keywords driving visits. It used that data to build a strategy for natural search optimization.