The RANKABLE Podcast

Episode 77 - News SEO: Education and Execution

FEATURING Shelby Blackley AND Jessie Willms

In episode 77, Shelby Blackley of The Athletic and Audience Editor, Jessie Willms pop in to educate us on the ins and outs of News SEO and how to execute the right way.

Episode Time Stamps

  • [0:00] Intro
  • [1:11] WTF Is SEO
  • [2:45] Evergreen SEO vs News Breaking SEO
  • [5:45] Live blogging
  • [9:25] Nurturing Loyal and New Audiences
  • [12:00] More on WTF is SEO
  • [13:26] Topical Authority
  • [16:10] How often should you try new things?
  • [19:30] Educating colleagues on SEO
  • [23:19] Rapid Fire Ranking 🔥

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This Week's guests

Shelby Blackley

Title: SEO Editor

Business: The Athletic


Bio: Shelby Blackley is the SEO Editor for The Athletic and co-founder of WTF is SEO. She spends far too much time thinking about how humans use the internet and the best ways to help them find the information they need. When she’s not tied to her computer, Shelby can be found hiking in the mountains, lifting weights or yelling at the Baltimore Ravens.

Jessie Willms

Title: Audience Editor


Bio: Jessie Willms is a Toronto-based audience editor at Canada’s national newspaper. She has developed her visual, programming, and teaching skills at some of Canada’s top newsrooms, and now teaches data, interactive and audience journalism at Centennial College. In 2021, along with Shelby, she co-founded WTFisSEO – a newsletter about search and SEO for publishers.

Rank your Top 3 SEO tools:

Rank what you love most about SEO as an industry:

I love how wide the discipline is. You can be an expert in tech SEO, you can be an expert in content SEO. I love that there’s so much to learn in this field. It feels like there’s always a secret door.

Rank your best learning SEO resource:


Rank the top 1-3 SEO or Marketers that you most look up to:

Rank your best SEO marketing win:

On election night in two consecutive elections in Canada to expand the reach our journalism as a result of a consistent effort across the entire company.

Rank your number one cause/charity that you want to promote:

Jessie: Your local animal rights organization

Shelby: CAMH

Host: Garrett Sussman

Title: Demand Generation Manager

Garrett loves SEO like the 90s loves slap bracelets.

Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.

Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.