The Publisher Podcast by Media Voices
The Wall Street Journal's Edward Hyatt on the changing SEO landscape
Apr 15, 2024
Edward Hyatt, Director of Newsroom SEO at The Wall Street Journal, discusses the changing SEO landscape in the news industry. He highlights differences in strategies between subscription and non-subscription publishers, the evolution of SEO over the past decade, and the potential impact of AI on SEO. The episode also delves into Forbes' fraudulent ad practices and the detrimental effects on the digital advertising ecosystem.
40:18
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Quick takeaways
- Subscription publishers focus on targeted search intent optimization for audience engagement, while ad revenue sites prioritize trend-driven traffic growth.
- AI's impact on SEO involves the threat of zero-click search results bypassing publisher content, emphasizing the need for user expertise and distinctive perspectives to combat commoditization.
Deep dives
SEO Strategies for Subscription vs. Ad Revenue Publishers
SEO strategies differ between subscription and ad revenue publishers, as highlighted by the director of newsroom SEO at the Wall Street Journal. Subscription-based websites focus on targeted search intent optimization to engage with audiences interested in high-quality content, fostering deeper connections with readers who value trusted publishers. In contrast, ad revenue sites may prioritize trends to drive more traffic. The increasing importance lies in building relationships with the right audience rather than maximizing page views.
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