Bloggportalen

Bloggportalen was a Swedish blog portal acquired by Twingly in late 2011, a strategic move to extend Twingly's consumer-facing capabilities and integrate valuable blog categorization and visitor analytics into its search engine platform.

The Acquisition

Twingly announced the acquisition of Bloggportalen.se from media company Aftonbladet in December 2011 ↗, with the deal completed by January 2012. At that time, Twingly had over 100 clients across approximately 16 countries ↗.

Strategic Value & Integration

The acquisition served two key purposes. First, it provided Twingly with valuable data: Bloggportalen allowed Twingly to add the categorization and visitor numbers from the bloggportalen platform ↗ to its blog search capabilities. Second, the purchase was motivated by a desire to provide more consumer-facing features to Twingly's blog search engine ↗.

After acquisition, Bloggportalen was redesigned and migrated to Twingly's servers, but kept as a separate service from the main Twingly Blog Search features ↗, maintaining its own identity while benefiting from Twingly's infrastructure and resources.