Day 1 of SMX Advanced 2022 opened today with a keynote by Jaimie Clark, VP of SEO at Centerfield. It was packed full of insights around creating authoritative content that Google ranks and searchers need.
The Wirecutter migration: SEO + content + rebrand
Before Clark joined Centerfield, she worked at the New York Times. In 2016, New York Times Co. bought The Wirecutter, a product recommendation site.
She led the migration of thewirecutter.com to nytimes.com/wirecutter in 2020. This migration resulted in Wirecutter doubling its search traffic within a year.
But two years of SEO work preceded the migration. And it started with a new mission: to help people effortlessly choose and buy the stuff they need to live a better life.
How they did this:
- Thorough reporting that got to the right answer.
- A hard focus on solving reader problems (not heroing products).
- Making actionable recommendations and communicating as a human…
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