Case studies / How DPG Media increased organic traffic by 68% by unifying SEO data
How DPG Media increased organic traffic by 68% by unifying SEO data
Customer
DPG Media
Industry
Media and Entertainment
Company size
Large
Region
EMEA
Destinations
Google BigQuery
Google Sheets
Looker
Snowflake
Key results achieved by DPG Media
860+ hours saved each year on SEO reporting
after automating data integration and reporting processes
68% increase in organic web traffic
after being empowered with time savings and additional SEO resources
Improved data accuracy and consistency
resulted in more reliable insights and secured team buy-in
Challenge
Integrating SEO data to understand performance and optimization opportunities
DPG Media is a leading publishing company representing approximately 125 brands. By collaborating with the Editorial, Product, and Marketing teams, DPG’s SEO department ensures that the business’ diverse portfolio of brands reaches the widest possible audience through effective SEO practices.
Critical projects such as keyword research and analysis, web page optimization, link building, technical SEO, and performance reporting require up-to-date data from a vast number of sources. However, although the DPG team leveraged Google Analytics, Google Search Console, and other SEO-specific tools, the data from these different platforms was not integrated, leading to inefficient processes and an incomplete view of performance.
DPG Media required a scalable way to export and explore enriched datasets to create a singular view of performance insights that could be shared within the business. They chose Adverity for its ability to easily combine and enrich large quantities of data across multiple sources without technical assistance from an outside team.
"Before Adverity, we used a combination of manual processes and various standalone tools for data collection, analysis, and reporting. This created limited, inconsistent reports, and we struggled to gain comprehensive insights from our data."
Head of SEO, DPG Media
Adverity's impact
Sustainable business growth driven by unified data
DPG Media now has access to real-time performance data that allows the SEO team to respond quickly to changes in search engine algorithms, user behaviors, and market changes, in order to maintain their competitive edge.
A key component of this success was thanks to the seamless integration of DPG’s existing tools such as Google Search Console, SEMRush, Snowflake, Looker Studio, SISTRIX, and more, for easier analysis.
By automating the collection and harmonization of SEO data, time spent preparing key reports has been reduced to 48 hours per month in SEO reporting and 24 hours per month in data processes – saving the team a total of 72 hours a month.
To put that in perspective, that’s almost 5 months worth of work saved each year which in turn has allowed the SEO team to instead prioritize high-impact SEO tickets resulting in significant improvements in performance and efficiency. The cost savings from this streamlined process are now reinvested into additional SEO initiatives, driving continuous growth in traffic and engagement. As a result, DPG Media saw a 68% increase in organic traffic within 28 months and enhanced user engagement across its news and magazine brands.
DPG will continue to use Adverity as a data foundation to expand upon their robust SEO dashboards, better identify optimization opportunities, and deliver impactful insights to key stakeholders across the business.
"The biggest benefit of working with Adverity is the ability to integrate data from multiple sources into a comprehensive view of our performance. The time saved on manual data processes has also allowed our team to focus more on creating high-quality content, further driving performance improvements."
Senior SEO Specialist, DPG Media
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