NEW YORK, NY / ACCESSWIRE / July 26 2022 / The globally recognized travel publisher, MarcoFeng.com, announces a 200% increase in views per visit during FY22.
The extraordinary growth was during a period when many other travel publishers were laying off staff and dealing with a reduction in views and traffic.
The growth was driven by the publisher’s utilization of “faceted navigation” which enabled Google to index thousands of pages of content faster than previously, and the fact that users were increasingly interested in overseas trips as the requirement to prove vaccine status and obtain PCR tests prior to travel abated.
Faceted navigation reduces the time on site of taxonomy pages from 56 seconds to 23 seconds, meaning users are more likely to find what they are looking for faster. This means the metric of views per visit improves drastically, from 1.5 to 4.5 – a 200% boost for the publisher.
Faceted navigation allows users to narrow down search results by applying multiple filters based on the faceted classification of the items.
“Marco Feng uses faceted navigation on the left-hand side that lets you search destinations and guides using filters like “best time to visit,” “located in,” “great for,” “cost,” and “visa and vaccination requirement,” offering readers a brand-new way to find and consume content,” says founder Hailun (Marco) Feng.
“For instance, if you want to know the best family-friendly things to do in your area, you would typically Google an article and browse through every activity to check if that is something you want, is it happening right now, and how much does it cost, and is it kid-friendly, so it will take a while. With faceted navigation, you just need to tell the system the time, your location, and interests, and it will return recommendations within a few seconds. Healthline follows suit, implementing a similar feature for its library.“
Feng goes on to say that this offers publishers more flexibility in presenting information without much manual input.
“This is the first time faceted navigation is being used in publishing, and it will continue to be fine-tuned to return better results,” Feng says. “However, developing such a feature involves months of planning, coding, and testing. Each post will be assigned multiple categories, determined by extensive research, that indicate to the system when they should be surfaced. User testing is also needed, where participants are asked to perform content searches and evaluate the results.“
While the traditional way of discovering onsite content via search bar still works, the future of publishing lies in such innovations that fundamentally change the way readers discover and consume information.
In addition to providing a personalized experience, where users can get recommendations based on time, location, and interests, faceted navigation helps boost on-page engagement and give more exposure to content. Web owners can also track the click performance of combinations of filters to identify opportunities or priorities. For instance, if a specific set of filters are used often, but the research result returns only one post, then it is a gap that might need to be filled to provide a better experience.
Despite the benefits, faceted navigation poses serious SEO problems if not addressed properly. Faceted navigation operates by creating a new URL for every filtered search. It will either dynamically generate the URL or append parameters that specify how the category URL behaves. That means even if you are not creating new pages for every possible permutation of attributes, your faceted navigation is creating them as they happen. This will create hundreds or thousands of thin pages for Google to index, wasting crawl budget and link equity.
MarcoFeng is a globally recognized online travel publisher that shares guides to the world’s best destinations as well as long-form travel stories. The publisher has a strong culture of innovation and is constantly looking for new technology that will help to engage audiences and make accessing content easier.
Hailun (Marco) Feng
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Source: Digital Journal