How Wirecutter is switching up its content and audience strategy to tackle search changes

"Over the last few years, you've really seen [Wirecuter's] evolution from being the gold standard in product recommendations to really becoming the gold standard in recommending what matters most, It's allowed us to expand into different topics that we may not have been able to do so before, test into different formats, really innovate with product as well as it complementing our off-site strategy."

"it has been a journey."

"the best air purifier" to "how to protect your home's air quality,"

Wirecutter is evolving its commerce strategy to grow revenue amid unstable Google search referrals and algorithm changes. Conversion rates on product recommendations remain strong, while audience discovery has become the primary challenge. Coverage has expanded into service-oriented topics and content packaging shifted from simple product-headline formats to problem-focused guidance. Off-site distribution is being tested, including more video on YouTube. Content experimentation includes timely formats, such as releasing an emergency preparedness package during wildfire season. The strategy combines SEO tweaks, broader topic coverage, format innovation, and off-site channels to diversify discovery and retain readers.

Read at Digiday