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Lifting Journalism by Knowing What Readers Are Looking For

The New York Times: “Claudio E. Cabrera, who specializes in search engine optimization, describes how he keeps track of what’s hot in search and how that informs coverage — and what the limits are…How do you keep track of search trends? A lot of it really starts with taking a dive into the journalism your website is producing. I’m big on looking at our Times Wire tool when I wake up and the stories we’ve published overnight. I pick and choose what to read based on headlines and jot down anything that stands out. There are always stories within the story, and when we may not catch that story ourselves, another brand will and aggregate it, and it then becomes a trend. That becomes a missed opportunity for us. On a tools front, I use Google Trends, Kaleida, NewsWhip, Reddit and CrowdTangle. I like these tools because they incorporate search, social and the conversations around them…”

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