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Gaining Search Traffic with Guides, Explainers and Evergreen Stories

March 8, 2023 @ 4:00 pm - 5:00 pm

Please note: This event is for INN members only.

Evergreen content is a critical part of a news organization’s strategy for doing well on search, but it often gets overlooked. Stories that explain how local ordinances get passed or what “qualified immunity” means are incredibly valuable to readers trying to understand the news, and they establish the organization as experts and drive traffic over time.

During this webinar, search engine optimization experts from the Globe and Mail, the Athletic and Orbit Media will work through how to identify evergreen topics, set stories up to perform well on search and maintain topics over time to keep consistent traffic.

About the speakers

Jessie Wilms is the audience and SEO editor at the Globe & Mail. She is also a co-founder of the WTF is SEO? newsletter on search strategies for news publishers and an instructor at Centennial College in Toronto.

Shelby Blackley is the newsroom SEO editor at the Athletic. She is a co-founder of WTF is SEO? and was previously the SEO manager for Mashable and audience engagement editor at the Globe and Mail.

Andy Crestodina is a co-founder and chief marketing officer of Orbit Media, a design and digital marketing firm based in Chicago. He is a guest lecturer at Northwestern and Loyola universities and author of “Content Chemistry: The Illustrated Handbook for Content Marketing.”


March 8, 2023
4:00 pm - 5:00 pm
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