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/

In our latest discussion we've invited Nicola Agius (Director of SEO and Discover, Reach) to chat about three SEO-related news stories before we deep dive into Google Discover and its implications for publishers. We explore the recent core updates, the impact of AI on traffic, and the importance of maintaining a balanced SEO strategy. Apologies for a couple of connectivity issues - but we resolved them in the end!

Some takeaways...

The CMA's regulations may lead to more control for publishers over their content in AI-generated responses in Google.
AI tracking tools can provide misleading data; focus on quality content instead.
The volatility of Google Discover requires constant monitoring and adaptation.
Smaller and regional publishers are gaining visibility in Discover, challenging national publishers.
Quality and authority in content creation should not be compromised for short-term traffic gains.
Publishers need a diversified traffic strategy to mitigate risks associated with reliance on Discover.

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Connect with Barry & Steve

Barry's Consultancy service: https://www.polemicdigital.com/
Steve's Consultancy service: https://www.stevenwilsonbeales.com/

Wow, we made it to our second podcast!

This week we discussed AI Survival Strategies based on an article Barry wrote recently. We also talked about the evolving landscape of digital publishing, the importance of SEO, the role of Google Discover AND the necessity of diversifying traffic sources via video and social media. We also spoke about the critical need for publishers to build trust and authority with their audiences by investing MORE in original journalism. PHEW!

Further Reading for the hard core dedicated:
Barry's AI Survival Strategies for Publishers: https://www.seoforgooglenews.com/p/ai-survival-strategies-for-publishers

Steve's take on the Reuters Journalism and Technology Trends and Predictions 2026 report: https://publishingstrategies.substack.com/p/reuters-journalism-technology-trends-predictions

Thanks to everyone who''s supported this pod so far!

Some Key Takeaways:

AI survival strategies are essential for publishers today.
Traffic from search engines remains significant despite changes.
Publishers must not neglect SEO in favour of quick wins.
Technical SEO is crucial for long-term success.
AI should be viewed as an accelerant, not a solution.
Diversifying traffic sources beyond Google is vital.
Google Discover presents both opportunities and risks for publishers.
Experimentation is key to success in Google Discover.
Publishers need to focus on quality journalism over clickbait tactics.
Understanding audience needs is essential for effective content strategy.
Google Discover can lead to spikes in traffic but can be addictive for publishers.
Experimentation is crucial for success in Google Discover.
Newsletters can effectively drive subscriptions and engage audiences.
Video content is becoming increasingly important in journalism.
Publishers should embrace video to retain talent and engage audiences.
Building trust with audiences is essential for brand authority.
Understanding audience perception is key to brand success.
Original journalism is necessary to stand out in a crowded market.
AI can summarise content, but original stories provide unique value.
Courage to innovate and experiment is vital for future success.

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Connect with Barry & Steve

Barry's SEO for News Newsletter: https://www.seoforgooglenews.com/
Barry's Consultancy service: https://www.polemicdigital.com/
Steve's Consultancy service: https://www.stevenwilsonbeales.com/