Case study · Digital publisher
Más Colombia: a WordPress news site built to publish and distribute fast
We rebuilt this Colombian business news outlet on a custom WordPress theme with AMP, then backed its team with SEO, AI-assisted editorial work and ad sales. Here’s what we did and what you can check for yourself.
Más Colombia, live
Pull it up on your phone: business news sections, dollar and euro exchange rates, AMP pages and an English edition.
ColombiaDigital publisher
Más Colombia
A news site covering Colombian industry, agriculture, tourism, mining and jobs, with sections like Colombia Exporta and opinion columns, a newsletter signup and a WhatsApp button.
What we did
A custom WordPress theme built from scratch, full AMP support with custom feeds, structure and UX input on the redesign, SEO and Google Discover strategy, AI-assisted editorial with Odinoa, an ad sales process and ongoing support.
Technology
- WordPress
- Custom theme
- WPML
- AMP
- Rank Math
- Cloudflare
Listed as a case study by Crece Virtual, our former brand. Today it publishes with Odinoa, our AI editorial platform.
The challenge: growing a newsroom without breaking it
Más Colombia needed more than a website with headlines. It had to publish every day without friction, get each story in front of Google and Google Discover quickly, give advertisers room for display ads and sponsored content, and let the newsroom scale without piling on manual work. So we rebuilt it on WordPress with a theme written from scratch around the way the outlet actually works, not an off-the-shelf template. We made the whole platform AMP-ready, built custom feeds and helped shape the redesign beyond the code: structure, navigation and the reading experience.
What we did
Engineering, search, editorial and revenue, handled by one team.
A custom WordPress theme
Built from the ground up for a daily publisher, with no stock template, and shaped around how the newsroom works.
AMP and custom feeds
We made the entire platform AMP-compatible and built custom feeds so every story can travel beyond the site.
SEO and Google Discover
We led the SEO strategy and content optimization for Google Discover, on infrastructure designed to get stories indexed fast.
AI in the editorial workflow
Odinoa, our in-house product, assists with research and content production and publishes straight to the outlet’s WordPress.
Ad sales and sponsored content
We set up the sales process for display ads and sponsored stories, and trained the team to grow digital revenue.
Support and advisory
Ongoing technical support, domain and DNS managed on Cloudflare, and close guidance for the editorial team.
How a story travels from research to readers
The path supported by the platform we built and the AI working alongside it.
- 1
Research
Odinoa uses AI to research the day’s topic and pull the information together before writing starts.
- 2
Production and publishing
Content is produced with AI assistance and published directly to the outlet’s WordPress.
- 3
AMP and feeds
Every story is also served as an AMP page and through the custom feeds we built.
- 4
Indexing
A lightweight theme, Rank Math and Cloudflare help search engines and Google Discover pick up the story early.
- 5
Readers and advertisers
Stories reach readers through search, the newsletter and WhatsApp, adding inventory for ads and sponsored content.
Más Colombia case study FAQ
What part of Más Colombia did User Media handle?
The technology and much of the digital operation: we rebuilt the site on WordPress with a custom theme, made it AMP-ready with custom feeds, guided structure and UX decisions in the redesign, led SEO and the Google Discover strategy, added AI-assisted editorial work through Odinoa, set up the ad sales process and provide support. The journalism, editorial line and brand belong to the outlet.
What is the site built with?
WordPress with a custom theme, WPML for the English edition, AMP, Rank Math for SEO and Cloudflare in front of the server, all visible in the site’s public code. The case study we published as Crece Virtual also describes Node.js automations, running on Firebase and Cloud Functions, that sent the news out by WhatsApp and email.
Which audience numbers are verified?
None we can publish with solid backing. Different readership figures for the outlet have circulated, so we’d rather not quote any. What you can verify is the live site, its tech stack, the AMP pages and the English edition.
Is AMP still worth it for a news site?
In 2021 Google stopped requiring AMP for its Top Stories carousel; page experience is what counts now, AMP or not. AMP pages still qualify, so keeping them, retiring them or replacing them with a very fast standard version is a call to make with each publisher’s own data.
Why WordPress for a news site?
Because newsrooms get a familiar editor, user roles, scheduled posts and a mature ecosystem for multilingual publishing and SEO. The theme is what makes the difference: a custom one with no dead code usually loads faster than a feature-packed commercial template. If your publication also needs custom functionality, we’ll look at whether a different architecture fits better.
Can you work with a publication based in the US?
Yes. We work remotely from Colombia, which sits on UTC−5 all year, so our day lines up with Eastern time in winter and Central time in summer. We start by learning how much you publish, in which languages, where your readers come from and how you sell ads, then tell you what we’d change first.
Services behind this project
WordPress
Sites and publishing platforms your team runs, on a lightweight theme built for your workflow.
Automation & AI
Workflows that research, produce and publish content, the way Odinoa does.
Node.js
APIs, integrations and automated sends, such as news alerts by WhatsApp and email.
SEO
Technical and content SEO so every story can be found on Google.
Running a newsroom or a site that publishes daily?
Tell us how much you publish, in which languages and how you sell ads. We’ll review your site and tell you straight what we’d change first.