Beers and SEO with Barry and Steve
Steven Wilson-Beales, Barry Adams
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The Secrets Behind The Times' SEO Success with Luke Halls
In this episode, we explore the SEO strategies behind The Times of London's success, the impact of AI on news publishing, and how to build a resilient, value-driven newsroom. Guest Luke Halls, Head of SEO at The Times, shares insights on audience engagement, content innovation, and future trends. Key Topics on the Pod! - The Times' SEO strategy and audience growth - Impact of AI on news content and search - Building trust and loyalty through quality journalism Chapters 00:00 Introduction and Guest Introduction 00:18 The Success of The Times in a Complex Market 01:05 Barry's Favorite Beers and Personal Stories 02:16 The Heritage and Reach of The Times 03:43 The Role of Search and App Engagement 05:49 Luke's Journey into Journalism and SEO 09:52 Luke's Role and Objectives at The Times 10:30 Using Data to Drive Loyalty and Subscriptions 12:07 Content Strategy and Audience Targeting 13:20 AI's Disruption and Opportunities in News 14:46 Topic Focus and Data-Driven Content Planning 15:34 Adapting to the AI and Search Landscape 16:37 Google Discover and Content Optimization 18:41 Creating AI-Resilient and Original Journalism 20:19 Live Coverage and Content Tree Approach 21:26 Balancing Breaking News and Quality Content 22:23 The Times' Approach to Paywalls and Subscription Models 28:29 Experimenting with Gift Links and Sharing 29:54 Content Experiments Without Targets 31:19 Monitoring Discover and AI Impact 33:12 Headlines, Headlines Optimization, and AI Tools 34:20 Headline Strategies for Discover and Search 36:12 Using Multiple Headlines and AI in CMS 38:00 AI for Menial Tasks and Content Automation 40:08 Google's Headline Rewrites and Search Impact 43:43 Future Trends in Search, Discover, and YouTube 45:30 Upcoming SEO Events and Educational Opportunities 47:35 Closing Remarks and Future Outlook -------------------- Connect with Barry & Steve SEO Summit 2026 - https://newsseo.io Barry's Consultancy service: https://www.polemicdigital.com/ Steve's Consultancy service: https://www.stevenwilsonbeales.com/
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