Partly one of mine interview with Richard Nazarewicz talked more about his career and approach to SEO for a global news organization. The second part addressed a huge number of SEO topics. Here is a breakdown:
0:25 – A typical search engine optimization day in the Wall Street Journal:
Richard Naz said he first looks at numbers, traffic, meters, downtime, log files, custom aggregation screens and other metrics. He’s not technically a data scientist, but he does a lot of work because he has to mix a lot of information. He said a typical day is some routine for some emergencies that come up like any other job he says.
1:16 – Big SEO wins Wall Street Journal:
One of the biggest gains the Wall Street Journal made with SEO was on the stock price pages. They moved a lot of stock price subdomains, made a lot of corrections around these models, and saw a huge rise to these pages. Due to some of these changes, Google referrals increased by 80%. That growth was much higher in two years, he said. He mentioned live broadcast and even Google Discover. Google Discover can account for 20 to 40 percent of any news organization’s Google traffic, he said. When he joined the WSJ, Google’s referrals accounted for about 14% of its traffic, now in the 30% range.
4:26 – Live Streaming, Crawling and Bing:
He said they used live streaming for some news events, and he told the story of how Google has an API to send content to Google in real time for job search and live streaming, that’s their indexing API. He now uses a live blog template, you have to get it on the whitelist, but Google traffic can have a huge advantage when this is set. Richard said he is also working with Microsoft Bing to use their indexing API.
Microsoft Bing is not as big as part of the WSJ traffic as he would like it to be. He said he would focus more on it and we should all.
6:55 – Evergreen content:
Evergreen content is very important, he said. They have done a lot of work so far, but a lot more work needs to be done here. He said the WSJ technology stack is old and difficult to manage, but they have made a lot of progress.
We then talked about duplicate content and how the WSJ handles it. The WSJ has topic pages at its disposal to manage this, but now they reinvent it according to the topic and “guide.” Duplicate content is also managed. I tried to figure out how they handle these pages, crawl them, redirect them, and so on.
9:53 AM – Algorithm Updates:
I asked Richard how WSJ manages Google’s algorithm updates and core updates. Richard said the WSJ didn’t panic about it as much as ever. But sometimes WSJ has undergone some updates, just like other publishers. There are a number of people who come together to discuss great SEO topics among major publishers. So they’re all talking about these updates and how they may or may not affect. The WSJ often sees upgrades with EAT-targeted updates, and that makes sense because the WSJ has a lot of power. So WSJ has a lot of authority in terms of content, and WSJ also has an amazing design team and they all have a big part in SEO.
12:40 PM – Everyone is a SEO:
Designers are not just old people who know SEO, but also a content team. There is a lot of collaboration between all the teams. He said everything in WSJ is SEO, in some form or form. He talked a lot about his dashboards, the gauges he looks at, and how excited he gets to be looking at this information. We concluded by discussing a bit of the SEO training done. Search engine optimization is another language in the Wall Street Journal.
You can learn more about Richard Nazarewicz on Twitter @hirvonen.
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