How Vogue.com Tailors Engagement Around Search, Social & Direct Traffic

Vogue.com defines its content strategy by platform, optimizing content based on the behaviors of consumers that access the site directly, through Google, and on Facebook. Using audience analytics tools like Parse.ly and Google Analytics, Vogue can determine the type of content that will resonate most with these audience verticals and improve content discoverability, explained Vogue.com’s associate director of audience development Abby Sjoberg. On search platforms like Google, readers are seeking answers to specific questions. On Facebook, readers tend to click on quick reads and newsier items.