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Building Content that Drives Value

The Conductor and Ancestry.com Partnership.

Stefan Pioso, Director of Search, Ancestry.com

"We’re using natural search data to focus our content, and we’re mining our premium content to build distinct, discrete content at scale. The data we get out of Conductor is paramount to driving this project."

About Ancestry.com

With over two million paying subscribers, Ancestry is the largest provider of family history and personal DNA testing.

Video Transcript

My name is Stefan Pioso. I'm the Director of Search at Ancestry.com. Ancestry is the leading online family history resource. We have roughly 11 billion records and counting.

One of the things that excites me the most about the current trends in digital marketing is the new channels that are cropping up. Paid search, natural search, and content marketing are all growing components of our overall marketing mix.

We’re using natural search data to focus our content, and we’re mining our premium content to build distinct, discrete content at scale. The data we get out of Conductor is paramount to driving this project.

Conductor does a much better job of identifying and integrating opportunities – without the platform, we would have to combine a number of reports just to get to the same dataset. Any SEO will tell you that there's a 1,000 things that have to get done every day. You don’t want to spend any additional time combining reports – that’s time I don't have to spend on actual value-adding activities. Conductor Searchlight does a very good job of complimenting an SEO's workflow, and not just providing data points.