DMS company brushes against the political fray
Print
Editor’s note: A previous version of this story misstated the nature of Dominion DMS’ Google results.
Shortly after the Nov. 3 election, Dominion DMS' search traffic surged.
Between Nov. 5 and 22, Dominion DMS' organic Google search results received 319,000 impressions, or roughly triple the usual amount, said Robert J. Gorincen, the company's marketing director. At the same time, the click-through rate on its paid Google search ads shrank, and visitors to Dominion DMS' website left the home page faster than normal.
The team started digging for a possible explanation. Gorincen said they discovered some of the increased traffic stemmed from a Google search of the phrase "Dominion software," which also happened to be a paid Google advertising search term for Dominion DMS.