Appetizers

Starting with some basics.

Fun Starters

Getting to know the human side.

 Main Course

A quick deep dive into the day-to-day job.

Tell us about yourself and your job.

In and out of the office, I love all things trending! As an SEO editor, I chase news trends on the Internet and provide guidance to editorial teams on how to boost Google search performance on articles.

In my free time, I love to learn about the world through every type of media available. My job has been a dream come true because it combines many of my personal interests with professional growth opportunities. If I could tell my teenage self what I'm doing now, she would be thrilled!

How did you end up in your field? What do you like about it?

I've loved news my entire life. Off of that passion, I decided to get my journalism degree during my undergraduate education at CU Boulder. When I graduated in 2012, the job market was tough in LA. After doing retail for a year, I stumbled upon digital marketing when I got a job at a firm called Internet Brands. After that introduction into digital marketing, I made my way into an agency called Wpromote that provided a strong foundation in technical and creative SEO. A chance call from a recruiter helped me transition from a more traditional SEO manager role into news SEO, which is a much smaller niche within the industry.

I love the SEO industry because it's constantly evolving. When you combine SEO with the news industry (which is also constantly in flux), you never work a dull day in your life! I like waking up every morning and not knowing what kind of content could lie ahead. The news SEO space is extremely competitive (with the recent explosion of online publishers), but I enjoy thriving under pressure. Additionally, my favorite part of my job is teaching my colleagues about SEO. It's awesome to see people embrace best practices, achieve large audiences for their stories, and hit their editorial goals.

We used to have the Yellow Pages, and now we have Google! I love promoting the necessity of my field by being an SEO cheerleader on a daily basis. During times of crisis in particular (COVID-19 being a good example), it's a critical responsibility to provide readers with need-to-know information that can keep them out of harm’s way. I pride myself on keeping tabs on anything and everything that's percolating in interest so I can connect with reader queries quickly and efficiently.

What does a typical morning look like on the job?

My favorite part of working in news is that there is no "typical day." Days can be dramatically different depending on what the news cycle looks like. I start my days bright and early at 5:30 AM to get a sense of what themes are driving the news cycle. After signing on, I catch up on what stories were published the evening before, to gauge if follow-ups are necessary.

I utilize tools like Google News and Google Trends to see what new topics we should jump on. With that information, I compile an SEO workflow for the day. I work with different editorial sections to ensure that we're on top of the trending topics that are relevant to our audience. Along the way, I provide keyword guidance and other information to writers and editors to ensure that articles are constructed for optimal SEO performance.

Cool, then what does a typical afternoon look like?

After charting an SEO workflow in the morning, I spend the rest of the day largely auditing content to make sure that everything adheres to SEO best practices. I scan Google News, Google Trends, and social media to keep tabs on new breakout topics that we should jump on. Additionally, I field one-on-one SEO questions from writers and editors on stories that are in the works.

What types of projects and meetings are you involved in?

My work connects to the evolving daily news cycle, advance planning around future events, and evergreen content projects. For SEO, it's ideal to have the proper keywords and best practices in place prior to publishing. From standalone articles to large-scale projects, lots of coordination between departments goes into making content shine online. I also conduct recurring SEO trainings on a department basis and on a one-on-one basis, to ensure that the newsroom is up to speed on best practices.

Who do you collaborate with in meetings and projects? Cross-functional teams? What's it like?

As SEO Editor, I get to work with all of our departments. It's fun to collaborate with other members of the audience engagement team, the Masthead, editorial sections, data and graphics, video, and other teams on projects that touch on shared company goals. I like to be in the loop on as many things as possible, to find unique ways to connect our LAT content to different search audiences. It can get a little chaotic at times, but constant communication helps break through the noise. When multiple departments come together on a project that later takes off with a wide audience, all of the effort is well worth it.

 Dessert

Now for some juicy insights in the tea room.

What's the most challenging thing about your job?

The most challenging part of my job is the lack of bandwidth. It's tough to let go of certain ideas when there simply isn't enough manpower to get everything done. With SEO and the constantly shifting nature of the Internet, there are always more topics we can do than people we have to actually write the articles! We do the best we possibly can with what we have, which I'm very proud of.

What are some characteristics that can help someone succeed in your role?

First and foremost, having a positive attitude is incredibly beneficial. Keeping calm under pressure is a helpful skill. Having a genuine passion for informing the general public on need-to-know topics is a great motivator. Being collaborative and adaptable is also important, as the news industry can be very tumultuous. Change is a constant factor, so resiliency is key. Finally, it's important to be confident and brave about your beliefs. With the variety of opinions in a newsroom, it's crucial to speak up when a certain topic or project strikes a personal chord.

Any advice on how to stand out and get hired for those just starting off?

Ask questions! I'm always drawn to people who are very inquisitive and actively interested in projects. If you're job hunting, informational interviews can be really helpful. Just showing potential employers that you love what they do can be an excellent way to make a positive first impression. If you're in an actual job interview, I recommend preparing a list of questions for your interviewers. Doing so can show potential employers that you are passionate about what they're doing and that you've done the necessary research to understand their key business objectives.

Additionally, don't be afraid to scour the Internet for resources that can expand your skillset. In the world of SEO, many people self-train on the fly! Google, Moz, and other industry thought leaders offer great free resources to learn more about the industry. Look for new certifications and other programs that can help you boost your professional profile. As you gather more experience, make sure to update your Linkedin so recruiters can see your progress. Post articles and comment on achievements from different connections within your Linkedin network, to show recruiters that you're actively invested in professional growth and enrichment.

What's something that surprised you about your job?

Coronavirus created a once-in-a-lifetime news cycle. Working through the pandemic and the election (among many other things) in the same year really pushed my SEO skills to a new level. Within that chaotic environment, I was pleasantly surprised by how quickly my newsroom picked up core SEO principles.

Going through the 2020 news cycle, SEO was an absolute necessity to reach the biggest audiences possible. I've been so proud of the writers and editors that have stepped up to the plate, absorbed SEO best practices, and committed themselves to the pursuit of optimal Google performance. Training is an ongoing process, but I've been thrilled with the progress we've made.

What do you see your next step being?

I just received my Master of Communication Management from USC, which was a very exciting personal enrichment chapter. With that knowledge fresh in my mind, I hope to eventually take on an audience development role that would allow me to manage a team and enhance my leadership skills further. Additionally, I hope to speak at more industry conferences and events, pursue more mentoring opportunities, and find new ways to champion service journalism through my work.

Any last thoughts, advice, or recommendations for someone who wants to do what you do?

Be bold, be brave, and think positively! We're living through crazy times, but there are still great opportunities to be excited about. Try to pick up new knowledge and learn more about your interests every single day. Pursue relevant conferences to stay on top of industry trends and connect with other professionals in your field. Follow industry blogs online and subscribe to a variety of news organizations that create quality journalism, to enhance your overall worldview.

Seek out mentors who can help guide you towards the correct professional path. Let your genuine self shine and surround yourself with people who lift your spirits higher. If you make the most of every day, you can't go wrong. Strive for your dreams and encourage other people to pursue their goals, to create a powerful support network. Elle Woods' commencement advice from Legally Blonde has always inspired my approach to work: "You must always have faith in people. And most importantly, you must always have faith in yourself."

 Drinks

Chat more over coffee or tea?