It is estimated that Córdoba, Argentina, has 1.4 million people. Every day, 300,000 to 400,000 of these people use urban transport, buses, and trolley buses. Like all large cities in the world, during the morning and afternoon rush hours there is a delay when using urban transportation, and this directly affects citizens.
Between January and December 2021, there was a high demand in the search for the keyword “Transporte Córdoba” by users on VíaPaís Córdoba. On certain days of the year, when there were threats of transportation strikes in Córdoba (such as in April, June, and November 2021), users turned to Google to obtain information on how this would impact urban mobility. These queries were condensed in the visits registered through the VíaCórdoba site’s search node.
Because VíaCórdoba positions well for these searches, we bet on generating permanent news stories to position better in Google and take advantage when these types of events occur. The goal is clear: generate traffic.
It was possible to confirm with the data provided by Google tools that the keyword “transport” was very strong in the VíaCórdoba node. When we noticed our site was considered relevant and its ranking for this keyword was high, we began to publish articles to meet the needs of our readers so they had information on how public transportation works.
In addition to specific notes about operation of public transport in Córdoba during the holiday season or how it would be affected during days of protest, the editorial staff of VíaCórdoba began to think of a plan to strengthen the information service on this subject for people living in Córdoba.
VíaCórdoba’s editorial team contacted the representatives of Ualabee, a local transportation services start-up, to discuss a joint effort and alliance to satisfy reader needs. After some conversations, it was decided that articles from VíaCórdoba about transportation would be shown in the news section of the app. In turn, a map of Ualabee would be inserted in VíaCórdoba. The objective of the alliance is that Ualabee is able to provide us with the data collected daily and this enables us to generate differential and useful content.
At the same time, this alliance generates a new propagation platform for VíaPaís news, since it appears within the Ualabee app. From this flow of information, we expect to increase the traffic coming from Google because we understand that the public using the app has a very high potential of consuming traffic news, as it constantly affects them. Currently, Ualabee has 796,000 users in Argentina; 436,000 of those users are from Córdoba.
On January 10, the agreement between VíaPaís and Ualabee came into effect for users in Córdoba. Prior to that day, we published some articles with data provided by the company.
The main objective of these actions is to put users’ needs first and generate useful news for them, thereby generating greater engagement and increasing the number of visits to the page. We are also trying to achieve better positioning of our brand through news of services for readers.