Voices of Search Podcast: Applying Journalistic Thinking & Principles to SEO
Podcast Information:
- Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
- Host/Author: I Hear Everything
- Episode: Applying Journalistic Thinking & Principles to SEO
- Release Date: August 4, 2025
Introduction
In the August 4, 2025 episode of the Voices of Search podcast, host Tyson Stockton delves into the convergence of journalistic principles and Search Engine Optimization (SEO) strategies. Joining him is Dena Rickman, Senior Director at GoFundMe, who brings a rich background in journalism to the discussion. The episode explores how journalistic thinking can enhance SEO efforts, fostering genuine audience engagement amidst the ever-evolving landscape of search engines.
The Intersection of Journalism and SEO
Tyson Stockton opens the conversation by highlighting the parallel challenges faced by SEO professionals and journalists:
- Content Demands: SEO requires continuous, high-quality content creation to meet the dynamic demands of search algorithms and audience expectations.
- Balancing Act: Traditional SEO often emphasizes technical aspects over human-centric content, potentially missing emotional connections with the audience.
Dena Rickman concurs, emphasizing the excitement in the constant change within the search landscape, likening it to her early days in journalism:
“Journalists are never happy. We're not happy people... the world of search right now is really exciting.” ([04:12])
She draws parallels between the adaptability required in journalism during the digital transformation and the current SEO environment, underscoring the importance of relearning and evolving with emerging technologies.
The Evolving Landscape of Search Engines
Dena reflects on the rapid advancements in search technology, particularly the integration of Artificial Intelligence (AI):
“...Google AI. And I'm sure that by the time this podcast goes out, 17 different things will have happened that will completely change the game.” ([04:12])
This perpetual evolution necessitates a flexible approach to SEO, where staying updated with algorithm changes is crucial. Both Tyson and Dena agree that leveraging journalistic instincts—such as storytelling and audience understanding—can provide a robust foundation for navigating these changes.
The Role of Generative AI in Content Creation
The discussion shifts to the impact of generative AI on content creation. Tyson raises concerns about the proliferation of regurgitated content:
“In content and search right now...that firsthand experience, like net new contribution to something...should and hopefully is rewarded from it.” ([07:21])
Dena responds by highlighting the importance of unique storytelling:
“...storytelling is important...the number one way to do that is it's much easier to find a good story than to be a brilliant writer.” ([08:18])
She posits that generative AI can be a net positive by allowing content creators to focus more on the "why" and the "interesting parts" of their narratives, thereby enhancing the value and originality of the content.
British Media Influence on SEO
The conversation takes an intriguing turn as Dena discusses the distinctive characteristics of British media and its influence on global SEO practices:
“British media...push the boundaries quite a lot more in a way that was...deeply important.” ([17:43])
She explains that British media's willingness to experiment and innovate has contributed to their global reach, particularly in the American market. This adaptability and cultural exportation have significant implications for SEO, as understanding and leveraging diverse audience behaviors can enhance content strategies.
Developing Audience-Centric Content Strategies
Dena emphasizes the shift from intuition-based editing to data-driven content strategies:
“Now we can all be that editor. Like, you don't need to...looking through the data and understanding.” ([12:35])
She illustrates how modern SEO and journalism both rely heavily on data analytics to understand audience engagement and preferences. By analyzing metrics such as time spent on page and social shares, content creators can iteratively refine their strategies to better resonate with their target audience.
Tyson echoes this sentiment, noting the return to core consumer behavior principles in SEO:
“Search right now feels like there's this momentum swing back towards almost like core consumer behavior principles.” ([11:27])
This alignment ensures that content remains relevant, engaging, and tailored to the needs and interests of the audience, ultimately driving better search performance.
Conclusions
As the episode wraps up, both Tyson and Dena agree on the fundamental unity of SEO and journalism:
“...creating content that people want to read and want to engage with. And then...that's what SEO is. That's what journalism is. That's what publishing is.” ([26:02])
Dena reflects on her experiences bridging journalism and SEO, highlighting the seamless integration of content creation and optimization:
“All of it, the thread that kind of ties it all together is about creating content that people want to read and want to engage with.” ([26:02])
Tyson concludes by reinforcing the episode's primary takeaway: leveraging journalistic principles in SEO fosters authentic, engaging, and high-performing content that stands out in the crowded digital landscape.
Key Takeaways
- Adaptability is Crucial: Both SEO and journalism require constant learning and adaptation to stay relevant amidst changing technologies and audience behaviors.
- Storytelling Enhances Engagement: Incorporating journalistic storytelling techniques can create deeper emotional connections with the audience, improving engagement metrics.
- Data-Driven Strategies: Utilizing data analytics is essential for understanding audience preferences and refining content strategies to better meet their needs.
- Cultural Influences Matter: Insights from British media demonstrate the importance of pushing creative boundaries and understanding diverse audience behaviors for global SEO success.
- Generative AI as a Tool: When used effectively, generative AI can enhance content creation by allowing creators to focus on unique storytelling and value addition.
Notable Quotes:
- Dena Rickman ([04:12]): “Journalists are never happy. We're not happy people... the world of search right now is really exciting.”
- Tyson Stockton ([07:21]): “...that firsthand experience, like net new contribution to something...should and hopefully is rewarded from it.”
- Dena Rickman ([08:18]): “...storytelling is important...the number one way to do that is it's much easier to find a good story than to be a brilliant writer.”
- Dena Rickman ([17:43]): “British media...push the boundaries quite a lot more in a way that was...deeply important.”
- Dena Rickman ([12:35]): “Now we can all be that editor...looking through the data and understanding.”
- Tyson Stockton ([11:27]): “Search right now feels like there's this momentum swing back towards almost like core consumer behavior principles.”
- Dena Rickman ([26:02]): “All of it, the thread that kind of ties it all together is about creating content that people want to read and want to engage with.”
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