The situation.
A leading US news media site needed to turn organic into a dependable traffic engine in a crowded, saturated market. The baseline was 250K monthly sessions — the ambition was category leadership.
The hard part: news SEO is a daily game. Any technical regression, any taxonomy mistake, any lag in trend-spotting costs real traffic within hours. The system had to be fast, automated and editorially disciplined all at once.
Three pillars.
Define the TAM, pick the clusters
Search TAM analysis to find under-served content clusters — then back only the themes where competitors had real gaps.
Fix the foundation
Music-industry schema, Core Web Vitals to 95%, redesigned taxonomy and contextual interlinking at scale.
Win Discover and News
Image SOPs, celebrity/trend frameworks and content-quantum recommendations tuned for the Discover and News feeds.
What we actually shipped.
- 01Ran a Search TAM analysis to find under-served clusters — music being the biggest opportunity.
- 02Rolled out industry-specific structured data to lift SERP visibility.
- 03Lifted Core Web Vitals to a 95% performance score across templates.
- 04Redesigned information architecture and taxonomy for contextual relevance.
- 05Led a seamless migration to a new tech stack with <10% transient ranking loss.
- 06Built automated dashboards for indexing and URL ranking insights.
- 07Shipped SOPs for celebrity-image optimisation and trend-driven editorial briefs.
- 08Launched an auto-weekly trending-topic suggestion system for editorial.