The media holding company said that organic traffic at Canncentral experienced triple-digit month-over-month growth, which Toronto-based Media Central said was a “direct result” of its digital marketing efforts.
Traffic grew by 117% in December 2019 and 318% in January 2020, with a majority of visitors coming from the US at 51%, Canadian visitors totaling 11% and UK visitors comprising 10% of traffic.
READ: Media Central reports increased readership and online visits to flagship publication NOW Magazine
"The stellar growth in organic traffic at our flagship cannabis publication speaks to the tireless efforts of our journalists and digital marketers to drive traffic from Google, Yahoo and Bing across the US and Canada," said Brian Kalish, CEO of MediaCentral and publisher of Canncentral.com.
"Our teams are constantly innovating, developing new processes and formulas for increasing Canncentral's targeted audience share and exceeding our growth expectations."
The online publication also received approval by Google News for indexing, adding an extra layer of validity to its content and increasing its exposure through SEO. Approval by Google News for Canncentral suggests that the growth-trends currently being enjoyed by Canncentral are set to continue throughout 2020 and beyond, Media Central told investors.
Leveraging readers boosts traffic
The website is also benefitting from referral traffic from its sister publication, NOW Magazine, a weekly newspaper with a print and digital presence. Referral traffic to Canncentral rocketed by 302% in January 2020 as compared to December 2019, the company said in a statement.
“Integrating Canncentral.com with NOW and nowtoronto.com has not only improved the user experience for those looking to engage with exclusive information about the world of cannabis, it has also dramatically increased traffic on Canncentral.com, providing advertisers with new opportunities to access expanded audiences that are otherwise difficult if not impossible to reach through traditional digital ad networks,” Kalish said in a statement.
Leveraging the millions of readers already engaging with its urban publications is expected to yield “tremendous results,” according to Kalish.
The company also said that Canncentral.com has integrated the leading data integration tool Elastic Slack, which collects and visualizes data derived from the company’s own sources.
"Canncentral and the other specialty digital publications expected to launch this year are driven by our targeted and highly influential readers,” Kalish said. “Building these publications into global brands remains a top priority for us."
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