Explore the world of SEO for publishers in the last episode of SEO’s Getting Coffee! This episode is exceptionally thrilling because Sean and Emina are not just graced with one fantastic guest, but two!
Shelby Blackley and Jessie Willms, two leading SEO professionals, are SEO for news publishers. Shelby is the SEO specialist for The Athletic, while Jessie spearheads SEO efforts at The Guardian US. Together, they co-founded WTF SEO, an insightful newsletter dedicated to demystifying search concepts for news publishers since 2021.
In this episode, you will discover their journey in SEO, learn how they face the challenges of large newsrooms, and gain tips on building strong relationships with editorial teams. They also share strategies for anticipating audience needs, handling algorithm updates, and the importance of evergreen content. Additionally, we explore the value of experimentation and learning from both successes and failures. For anyone involved in SEO for publishing, this blog is a treasure trove of practical advice and expert insights.
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SEO for News Publishers With Jessie and Shelbie
Shelby and Jessie: Their Journey in SEO
Shelby and Jessie’s journey into SEO for news publishers is a fascinating one, beginning with their collaboration at a student newspaper and later at The Globe and Mail. Shelby, who initially took a sabbatical from journalism to become a personal trainer, found her way back to the field during the pandemic, realising her passion for storytelling and search optimisation. She now manages search efforts at The Athletic, a role that has her navigating the complexities of a large publisher under The New York Times umbrella.
Jessie, on the other hand, transitioned from The Globe and Mail to The Guardian US, bringing her SEO expertise to one of the world’s most respected news organisations. Their shared vision for simplifying SEO for publishing led to the creation of WTF SEO, a newsletter that aims to teach key search concepts and tactics to those working in journalism. The newsletter, released every Monday, is designed to be a comprehensive guide for news publishers, helping them understand and implement effective SEO strategies in their newsrooms.
Navigating SEO in Major Publications
Working in large organisations like The Guardian and The Athletic presents unique challenges and rewards. Jessie elaborates on the complexity of navigating big newsrooms, the necessity of understanding global perspectives, and the importance of identifying key stakeholders for effective SEO implementation. At The Guardian, Jessie deals with the intricacies of operating within a global newsroom, balancing the national focus of the US edition with the broader international scope of The Guardian’s coverage. She emphasises the importance of understanding the overall objectives of the brand and aligning SEO strategies with these goals.
Shelby’s experience at The Athletic involves managing search efforts in a highly dynamic environment, particularly around major sports events. She highlights the importance of meeting newsroom expectations and building trust with editors and journalists. Shelby notes that each newsroom has its own culture and way of doing things, and SEO professionals must adapt their strategies to fit these unique environments. For instance, during the NFL season, Shelby had to teach the newsroom to prioritise stories about popular players like Patrick Mahomes to capitalise on search interest, rather than focusing solely on individual team narratives.
Building Relationships with Editorial Teams
Shelby and Jessie emphasise the importance of being a supportive presence in the newsroom. This involves attending planning meetings, understanding newsroom dynamics, and offering SEO insights without overwhelming the editorial process. Shelby describes SEO as a customer service job, where the goal is to make the lives of journalists easier by providing them with the tools and knowledge to enhance their stories for search. Jessie adds that being a nice person and building relationships with key newsroom advocates can significantly improve collaboration and the overall success of SEO initiatives for news publishers.
Both Shelby and Jessie stress the importance of training and education. They recommend conducting regular training sessions to help journalists understand the basics of SEO and how it can benefit their work. This approach not only demystifies SEO for publishers but also empowers journalists to think about search from the outset of their storytelling process.
The Art of Anticipating Audience Needs
Anticipating what audiences will search for next is a blend of journalistic instinct and analytical tools, like Google Trends. Shelby discusses how understanding habitual behaviours and societal trends can guide content creation. For example, during the NBA draft, the big story wasn’t just about the draft itself but about whether Bronny James, LeBron James’ son, would be drafted. By anticipating this interest, Shelby and her team could create content that met the audience’s immediate needs.
Jessie adds that SEO isn’t just about reacting to trends but about building content that aligns with the publication’s brand and resonates with its audience. She explains that while Google Trends can provide insights into what people are searching for, it’s crucial to frame these stories in a way that fits the publication’s voice and mission. This approach ensures that the content not only attracts traffic but also builds trust and loyalty with the audience.
Handling Algorithm Updates
Algorithm updates are a constant in the SEO world. Both Shelby and Jessie advise against panicking and emphasise the importance of communication within the organisations. Understanding the nature of the update, its impact, and maintaining a level-headed approach is crucial. Shelby suggests that often the fluctuations in traffic might not be entirely due to algorithm changes but could involve other factors like seasonality or news cycles.
Jessie adds that managing expectations is key. She recommends being in constant conversation with key stakeholders, explaining what is known about the update, what is still being investigated, and what steps are being taken to mitigate any negative impacts. This transparency helps to build trust and reduces unnecessary panic within the organisations.
Evergreen Content for News Publishers
Evergreen content is the backbone of a sustainable SEO strategy for news publishers. It provides consistent traffic outside the volatile news cycle. Shelby highlights the importance of creating truly evergreen pieces, like explainers or timelines, that can be continuously referenced and updated. For instance, having a comprehensive explainer on common sports injuries can be invaluable, as it can be linked to various related stories over time.
Jessie adds that evergreen content should also serve the readers’ needs, offering valuable information that stands the test of time. She cites an example from her time at The Globe and Mail, where a story on car theft prevention evolved from a single news piece into multiple valuable content pieces, including a detailed guide on how to prevent car theft, based on insights from the original article and related podcast.
Embracing Experimentation and Failure
Experimentation and failure are part and parcel of SEO for publishing. Both Shelby and Jessie encourage a mindset of continuous learning and adaptation. Each experiment, successful or not, provides valuable insights that can refine future strategies. Shelby emphasises that SEO professionals should not be afraid to try new things and learn from both successes and failures. Jessie adds that conducting post-mortems on both large and small projects can help identify what worked, what didn’t, and how to improve moving forward.
Top Tips from Shelby and Jessie
- Read and Understand Your Publication: Dive deep into your publication’s content to understand its voice, audience, and editorial themes. This knowledge helps in crafting SEO strategies that align with the brand’s identity.
- Build Strong Relationships: Attend planning meetings, be a supportive presence, and conduct regular training sessions to build trust and collaboration with the editorial team.
- Anticipate Audience Needs: Use tools like Google Trends and your journalistic instincts to predict what your audience will search for next, and create content that meets these needs.
- Stay Calm During Algorithm Updates: Manage expectations, communicate clearly with stakeholders, and take a measured approach to understand the impact of updates.
- Invest in Evergreen Content: Create and continuously update evergreen pieces that provide long-term value to your readers and can be referenced in various stories.
- Embrace Experimentation: Don’t be afraid to try new things and learn from both successes and failures. Conduct post-mortems to refine your strategies.
Final Thoughts
In this episode, Shelby and Jessie provide a wealth of knowledge and practical advice for anyone involved in SEO for news publishers. Their expertise, combined with a genuine passion for journalism, makes their insights invaluable. For more from Shelby and Jessie, be sure to check out their WTF is SEO newsletter at seo4journalism.com and join their vibrant community.
Thank you for tuning in to SEO’s Getting Coffee! Keep your eyes peeled for more episodes where we continue to explore the fascinating world of SEO for news publishers with industry experts. Until next time, keep optimising!
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