Bridge Michigan serves its readers with thoughtful, fact-based news and investigations as a non-partisan political reporter in Michigan. With an archive of more than 3,000 articles and numerous awards–including three consecutive wins for Michigan’s Newspaper of the Year, with the latest nomination in 2017–Bridge was ready to improve the way they present compelling journalism. More people consume news through the web than ever before, so we built a strong online platform to help this acclaimed magazine connect with their audience in a more engaging way.
Tagging Tools & Taxonomy
Within the CMS, editors can tag articles from a list of common categories or add specific keywords. These tools improve search results and connect related subjects, creating a dynamic taxonomy that displays relevant content for the reader.
Editors can also choose which news articles to feature on the homepage and other traffic-heavy landing pages.
As readers approach the end of a news article, infinite scroll functionality will generate more content related to that subject. This custom-built feature encourages readers to spend more time on the site, reducing overall bounce rate and helping readers find more content that matches their interests.
Google News Integration
Online news outlets depend on increased visibility to bring more traffic to their site, and more impressions to their news articles. The new website is integrated with Google News, so every time an article is published, there's a higher chance it will be picked up in Google News feeds.
Following launch, we tracked Google Analytics for notable changes in activity. We're proud to report these results:
- 122% increase in mobile usage
- 77% increase in average session duration
- 98% increase in average session duration for mobile
- 28% increase in organic search traffic