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


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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/