The Telegraph Integrates SEO into Editorial Process, Boosting Online Readership

Last Friday, I interviewed one of the speakers at the session entitled, “Real Time SEO: No More Yesterday’s News,” at SES London 2010. Today, let’s hear from another speaker who talked about specific aspects of SEO for large media companies.

State of the UK search industry panel at SES L...

Image by SESConferenceSeries via Flickr

Julian Sambles, Head of Audience Development at the Telegraph, is a SEO and digital marketing specialist. He is currently heading up the Audience Development department that was set up in July 2007 as part of a streamlining of online activity within the Telegraph Media Group (TMG).

The department allows TMG to maximize opportunities within the new media landscape, focusing on increasing the visibility and distribution of the rich editorial content of to its audience.

Sambles has been responsible for the sustainable audience growth of approximately 1 million unique users a month from a static 7 million unique users a month in July 2007 to 31 million unique users a month in December 2009. And during that time, he also cut the marketing spend.

He was previously Head of Online operations, working alongside the Editorial, Commercial and Technical directors to embed digital activity at the heart of TMG’s business model.

Prior to joining the Telegraph Media Group, Sambles worked for a range of online companies including being a section Managing Director for where he set up a new division of the company (Valuation Services) focusing on creating extra revenue streams from the depth of property data available to Rightmove.

I interviewed Sambles following the session. He talked about the importance of training editors and journalists to help them understand and integrate SEO into their product.

Sambles said the Telegraph is now prioritizing its copy focusing on online readership first and print readership second. The Telegraph now features influential blogs as part of its online presence.

The Telegraph integrates SEO boosting online readership at SES London 2010

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