Much of our reporting is designed to be consumed immediately — either heard over the air, read at the top of our sites or shared in the moment through social media.
But more than half of our site traffic comes from search engines, and few of users’ search terms are related to traditional spot news. Last week, only one of the five top terms was based on breaking news: is bigfoot real; fracking; keystone pipeline; earthquake; aubrey mcclendon.
“Earthquake” is a great example. Every few weeks there’s a small earthquake in Texas. Not strong enough to cause damage, but enough to send people to Google to find out what’s going on.
Now, a 2.7 magnitude earthquake isn’t something the media would normally give a lot of attention to. But there is a story to tell: Some experts believe an increase in seismic activity in certain areas is related to how drilling waste is disposed of underground, and waste disposal policy is a natural StateImpact story. StateImpact Texas has had an earthquake topic page for months that has generated ongoing traffic.