Richard Nazareths for the Wall Street Journal on SEO
In part of my interview with Richard Nazariochs, he talked more about his career and access to SEO for a global news organization. In Part Two, we moved on to a larger array of SEO topics. It’s breaking:
0:25 – An SEO-specific day in the Wall Street Journal:
Richard Naz said he looks at numbers first, he looks at traffic, metrics, closures, log files, his custom dashboards and other metrics. He is not technically a data scientist but he does a lot of work in it because he has to mesh a lot of data. “A normal day is a normal day with some emergencies that come like any other job,” he said.
1:16 – Big SEO wins for Wall Street Journal:
One of the biggest wins of the Wall Street Journal was around stock quotes with SEO. They moved a lot of subdomains for stock quotes, fixed a ton around these templates and saw tremendous additions to these pages. Some of these changes have led to an 80% increase in Google citations. “This is a huge increase in two years,” he said. He mentioned live coverage, and even Google Discover. He said Google Discover could account for 20 to 40 percent of Google’s traffic for any news organization. When it joined WSJ, Google citations accounted for about 14% of its traffic, now it is in the 30% range.
4:26 – Live Coverage, Indexing and Bing:
He said he used live coverage for some news events and told a story about how Google had to offer content in real time to Google for job postings and live coverage. Is an API for, this is their indexing API. Now he uses the live blog schema, you need to whitelist it, but it can be a huge benefit in terms of Google traffic. Richard said he is also working with Microsoft Bing to use its indexing API.
Microsoft Bing is not as big a part of WSJ traffic as it would be. “They will pay more attention to it and we all need it,” he said.
6:55 – Everlasting Content:
“Evergreen content is very important,” he said. They have done a lot so far, but there is still a lot to do. He said that WSJ Tech Stack is old and complicated to manage but they have made a lot of progress.
We then explained the duplicate content and how the WSJ handled it. WSJ uses thematic pages to manage it but is now updating what to do with the title and “guide”. Duplicate content is also being managed, I tried to figure out how they handle these pages, whether they make any entries, redirect it, and so on.
9:53 – Algorithm Updates:
I asked Richard how WSJ manages updates and basic updates to Google’s algorithm. Richard said the WSJ isn’t as scared of him as it was ages ago. But sometimes WSJ also faces some updates, just like other publishers. There is a group of people who gather at major publishers to discuss major SEO topics. So they all talk about these updates and whether it can have an effect. WSJ often sees developments with EAT-focused updates and this means that WSJ has a lot more power. So WSJ has a ton of authority with its content, and WSJ also has an amazing engineering team and they all have great knowledge in SEO.
12:40 – Each SEO is:
Engineers are not just old people who know SEO, the content team does too. There is a lot of cooperation between all the teams. “Everyone at WSJ is an SEO, in one form or another,” he said. He said a lot about his dashboards, the matrix he sees and how excited he is to see this data. We ended up talking about SEO training. SEO is a second language in the Wall Street Journal.
You can find out more about Richard Nazareths on Twitter at richardnaz.
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