Insights, tools and research to advance journalism

Article tags may not matter much for traffic, but tags are helping publishers gain better insights

Nieman Lab

Many publishers use tags to try to direct readers to related stories, but analytics company Parse.ly found no statistical link between the use of tags and the amount of traffic a site received. However, Parse.ly did see publishers using tags to guide their strategies. Publishers are tagging by article format, paywall status and sponsored content. Atlantic Media Strategies marketing manager Joshua Laskey wrote on metadata last year: “Think if you were to tag articles based on whether they included a video; you could then analyze whether having this element improved article performance. This would help you to decide whether it made sense to embed more videos in the future.”

+ API’s Metrics for News program uses this approach to helping publishers study their content

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