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Media Coverage Outperforms Paid Search for Tech Brands

Hal Conick

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When a tech brand is covered by the media, website visitor session duration is 184% better than paid search, according to a report from ARPR

When it comes to quality of web traffic for technology brands, coverage from the media beats paid search by a wide margin, according to tech PR firm ARPR’s “2019 Technology Marketing Report: The Role of Media Relations in the Sales Cycle.”

APRP finds that media coverage nets 56.26% more goal completions than paid search. Earned media also increases session duration by 184%, decreases bounce rates by 24.5% and increases pages per session by 103%.

Media coverage also vastly improves SEO, the report finds, as tech companies that earn an average of five or more organic placements each month have 38% higher domain authority and 29% higher traffic from search engines. Ninety-three percent of sales representatives surveyed say that they use the company’s media coverage—including blog posts, podcasts and TV news coverage—all or some of the time.

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Even without news coverage, the online newsrooms of tech brands are one of the most important sections of a B2B website, the ARPR report finds. About 6% of all page views were newsroom pages.

“Furthermore, on average, visitors spent 8.12% longer on newsroom pages than other site pages, and they exited the sites from these pages at a 15.24% lower rate,” the report says. Visits end up spending 8.12% longer on newsroom pages than they do on other pages across a tech brand’s website.

Hal Conick is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at hconick@ama.org or on Twitter at @HalConick.