The Washington Post uses search data from Experian Hitwise to analyze branded and unbranded search queries and overcome volatility from seasonal or news-related events. By focusing on producing content for "timeless" unbranded search terms related to topics like the Obama's, health, and global warming, The Washington Post is able to attract organic search traffic year-round without relying solely on branded searches. This strategy allows them to maintain market share against competitors and generate consistent traffic.