- Integrate content from Anchorage Daily News
- Upgrade to Drupal 7
- Add responsive design
- Remove article pagination to increase user-friendliness without sacrificing advertising impressions
- Showcase new high-quality photography produced by new photo editor
- Provide a better foundation from which new features and ideas can be added to the site in the future
Despite a tight two-month deadline, Mediacurrent was able to merge the two news domains, as well as boost search engine optimization (SEO) and add additional functionality.
Content Migration: One big challenge Mediacurrent’s digital strategy team faced was how to integrate Anchorage Daily News content into the existing Alaska Dispatch website structure. That meant analyzing the relative popularity of existing sections so Alaska Dispatch News could make informed decisions about how to organize the merged content going forward. One challenge common to upgrade and redesign projects is preparing the new site in parallel with ongoing content publishing on the current site. Module and core upgrades as well as content migration were scripted and tested in parallel environments to allow for review and testing of the new site.
SEO Ranking: Merging the domains resulted in an overall boost in search engine rankings because Mediacurrent took the right steps to ensure the correct redirects were put in place. Because the adn.com site was older, larger and more trafficked, it had more ranking power, which Mediacurrent wanted to preserve. As such, Mediacurrent migrated the 200,000 Anchorage Daily News articles into the Drupal framework, and then relaunched on adn.com. Mediacurrent also worked with Alaska Dispatch to ensure that proper redirects were put in place for the legacy alaskadispatch.com URLs and any updated adn.com URLs, so users and search engines were taken to the updated website.
Enhanced Workflow: Alaska Dispatch didn’t want to change their existing editorial workflow, so we kept the same framework in place, so the reporters could continue to write in Drupal and publish content to the site first. However, Mediacurrent added functionality so that after each story was edited, the editor could send it to the print system through FTP drops. This allows editors to quickly and easily see what has been sent to print already because it is highlighted right in front of them.
New calendar: During a previous project, Mediacurrent created a custom calendar for the website. For the merge, Alaska Dispatch wanted to retain that system, so we removed the 3rd party calendar ADN had been using and merged their content into our calendar framework. During this time we also extended our solution to export to print, allowing Alaska Dispatch to keep their workflow where all content is created digitally first and then moving it to print.
Performance and Caching: The goal is always to get content to users very quickly, but higher volume makes that more difficult. The migration essentially doubled the content on the new Alaska Dispatch News site and increased the site traffic by a huge margin literally overnight. That meant the task of simply keeping the site up and running was a new challenge in and of itself. Mediacurrent helped Alaska Dispatch News transition from using two servers to eight servers as a result.
Caching was another part of the performance optimization equation. Mediacurrent increased caching strategies by utilizing rules to only clear caches when new content was released. This allowed for longer cache expiration times and ensured that new content was seen as soon as it was published to the website.
Mobile Apps:Prior to the acquisition, Mediacurrent built and launched iOS and Android mobile apps. Mediacurrent developed both apps to be intimately tied to Drupal, so Alaska Dispatch only has to update content on the website vs updating the website and each app. What’s more, because they are custom apps, Mediacurrent is able to control how the content appears. This way, users see the same top story on the website as they do on the app and it gives a more cohesive user experience.
The acquisition presented an interesting situation because Anchorage Daily News already had its own iOS and Android apps, so Mediacurrent had to determine how not to lose existing app users after assuming control of the apps from McClatchy. Since the ADN apps had a larger user base, Mediacurrent decided to retire the Alaska Dispatch app. We revamped it to match the new brand and launched it as a replacement to the ADN app. From the users’ perspective, this was just a regular app update, but by doing it this way, Mediacurrent was able to keep ADN’s existing user base without forcing them to download a new app.
LoginRadius: Social media was a major focus when making changes on the site. Using LoginRadius, users have the capability of signing into the Alaska Dispatch site through various social media sites, such as Facebook, Twitter, and Google+.
Views Slideshow plus Client-Side Adaptive Image: Showcasing photography is a key addition to the Drupal 7 site. Views Slideshow plus Client-Side Adaptive Image modules were used as the baseline for providing a good user experience with the slideshows.
Custom feeds module for integration: Alaska Dispatch News integrates content from multiple providers, including McClatchy and the New York Times, into the site and the mobile apps. To accomplish this, we combined the Feeds module with an auto publish feature and a view. This allows Alaska Dispatch News to quickly review the content for editing and then publish it to the website.
Services View: The mobile apps look like the website thanks in part to the Services View module. Mediacurrent took the views that were already being used for exporting content to the homepage and started also exporting them in a JSON format. This is consumed by the mobile apps, allowing users to update one location in Drupal and update the app as well. From there, Mediacurrent used standard services for getting node content for full content displays within app.
- 92.79% increase in traffic from organic search
- 53% increase in the number of keywords sending traffic into the website (excluding “not provided” keywords in Google Analytics)
- 153.70% increase in pageviews
The challenge of merging two news domains was an interesting one from both SEO and technical perspectives. And, despite the short timeline, Mediacurrent was able to help Alaska Dispatch News rebrand, integrate Anchorage Daily News content and create a new cohesive mobile experience that retained the existing user base. We would like to extend a special thank you to Aaron Jansen, the Creative Director of Alaska Dispatch News, and his team for creating the superb job they did on the visual design.