Client · Media
We worked with The New York Times Company through The Athletic, its sports newsroom, on Google Discover and Search strategy for the US and the UK.
- Vertical
- Media
- Markets
- United States and United Kingdom
- Period
- 2025–2026
The New York Times
The challenge
The Athletic, The New York Times Company's sports newsroom, runs on subscriptions. The challenge: grow visibility on Google Discover and Search, where much of a publisher's distribution is decided, without straining a paywall-based model.
United States and United Kingdom
What we did
Discover and Search
Performance analysis by topic, league and team, story lifespan and publishing time slots.
Headlines
A benchmark of how other leading sports outlets write headlines for Discover.
Major events
Tournament retrospectives and planning for upcoming coverage.
Authorship and entities
Author analysis in the Knowledge Graph and entity analysis on Discover to surface editorial angles.
2025–2026
How we work together
- The engagement was with The Athletic: the details are on its page.
- Data turned into recommendations for the newsroom: what to cover, when to publish and how to headline.
- Ongoing monitoring of Google's algorithm updates.
See the page for The Athletic Nomadic
Related services
Topics
Cases in this vertical
Other results, anonymized
Cases from other clients in the same vertical. None of them is The New York Times.
9M → 33M
clicks from Google Discover
General-interest publisher, LATAM
Editorial strategy for Discover, sustained since February 2022.
+200%
average daily clicks
General-interest publisher, Mexico
Recovery after four core updates, with no new penalties.
#1
in Comscore sports ranking
Sports publisher, Argentina
Ahead of the country's two biggest sports outlets; started with editorial work only.
Real cases, anonymized to respect each client's confidentiality. Results depend on the starting point and the category.
Other clients
For confidentiality, we don't publish figures for any named client.
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