With a wealth of articles, images, videos and databases, the challenge for TravelWeekly.com was to make it easy for users to find what they need. When the site was relaunched in January 2011, the new design made images more prominent and the Brightcove platform improved the video experience; but what really elevated the site to a whole new level was a content optimization solution called Ramp.
“Ramp automatically tags our content so that it can be better found by internal site search as well as external search engines,” said Neal Tornopsky, group digital media director at Northstar Travel Media. “Ramp allows us to relate our various content databases seamlessly.”
The system also powers TravelWeekly.com's new navigation bar. Rather than the typical drop-down navigation with one additional line of links, TravelWeekly's drop-down menus fill the width of the page and reveal several topic sections, news and column headlines with photos and maps.
With a site refresh that debuted May 1, the Hotel & Travel Index, Official Cruise Guide and Travel Jobs databases can now be accessed from the top navigation bar. That integration will “substantially increase the amount of run-of-site impressions available,” said Bob Sullivan, exec VP-group publisher.
Between January 2011 and April of this year, the unique visitor count grew 133% and page views increased 64%, Tornopsky said.