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News SEO Playbook


(4 ratings)


6 Weeks


Cohort-based Course

Grow your audience exponentially – learn how to design a robust editorial strategy with proven SEO tactics at its foundation.

Course overview

Advanced course on setting up SEO-based editorial strategies and workflows

By the end of the course, you will not only have the theoretical knowledge of how to set up a winning editorial strategy, but you will have the practical skills to design and implement one! Your Capstone Project will be designing an editorial playbook of your own. Every strategy taught in the course has been developed based on the specific needs of news media publishers. The tactics that you will learn have been implemented on dozens of publisher sites, resulting in short-term wins and long-term success.

Who is this course for


SEO specialists of publishers of all sizes


Editorial operations leads at medium and large news publishers


Digital and audience development leaders at medium and large news publishers

Outcomes and resources

Instant implementation of learnings

Following each session, you will be equipped with practical insights and best practices that you can implement as you go.

Ready-to-use templates

No need to develop internal templates and processes. Access the many templates shared in the course, make a copy, plug in your own data and you are set to go!

One-on-one support

Following the completion of the course, you will be able to schedule up to three one-on-one sessions with the instructor to review your implementation progress and identify the next step(s).

Short-term wins and long-term growth

The learnings in this course will enable you to achieve a number of quick wins and see almost immediate improvements in organic traffic while also setting up a scalable long-term strategy that will continuously deliver results.

This course includes

Interactive live sessions

Lifetime access to course materials

40 in-depth lessons

Direct access to instructor

3 projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules
  • Week 1

    May 14—May 19

    Week dates are set to instructor's time zone


    • Introduction, Capstone Project Review, and Technical SEO (Part 1)

    • Technical SEO (Part 2): Schema, crawl speed and frequency, ads and popups

    • Technical Audit Template

  • Week 2

    May 20—May 26

    Week dates are set to instructor's time zone


    • Content SEO (Part 1): E-E-A-T, content clustering, titles and headlines + more

    • Content SEO (Part 2): Video content, image optimization, internal linking

  • Week 3

    May 27—Jun 2

    Week dates are set to instructor's time zone


    • Tactics (Part 1): SGE, Content Velocity, Top Stories, Google Trends

    • Tactics (Part 2): Live blogs, Web Stories, Google Discover

  • Week 4

    Jun 3—Jun 9

    Week dates are set to instructor's time zone


    • Metrics: News Content Insights, GA power usage, tracking competitors

    • Diagnosing Performance: Impact of algorithmic changes on performance

  • Week 5

    Jun 10—Jun 16

    Week dates are set to instructor's time zone


    • Editorial Workflows (Part 1): Design, implementation, assessment

    • Editorial Workflows (Part 2): Optimization using AI

  • Week 6

    Jun 17—Jun 18

    Week dates are set to instructor's time zone


    • Capstone Project Presentation

    • Wrap-up


(4 ratings)

What students are saying

More testimonials from past students

        Eight intense sessions over four weeks with hours of new content to watch and digest and on top of that - an assignment! Was it worth it? Definitely! Did I learn something new? You bet! Will I be able to apply it in my day-to-day job? I've started already Thanks, Vahe Arabian for the knowledge, experience and your time.
Antanina Ševerdiajeva

Antanina Ševerdiajeva

Digital Publishing SEO Specialist
        The course is the best holistic product I’ve ever seen for SEOs that work with publishers: it covers deeply all aspects from strategy to tactics, going through key technical drivers. Vahe’s ability to explain complex things in a way that anyone can learn about SEO for publishers is an aggregated value
Nicolás Billia

Nicolás Billia

News Head of SEO Strategy, nomadic
A pattern of wavy dots

A 6-week course that will give you the practical knowledge you need to set up winning editorial strategies and optimized workflows based on proven SEO strategies.

Meet your instructor

Vahe Arabian

Vahe Arabian

I’m Vahe, the founder of State of Digital Publishing and SODP Media. Like other publishers I work in the trenches to build and grow content and media properties. I also create insights, resources and a community that fosters knowledge sharing and industry collaboration.

I’m a 15-year SEO & audience growth veteran, content strategist for publishers, and explorer of digital media and technology trends.

In my vast experience of working with digital publishing companies, I have helped publishers of all sizes exponentially increase their reach through concise SEO strategies and effective editorial workflows that reflect their business and monetization model.

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Free resource

Running editorial teams and workflows - learn from The NYT's The Athletic and They Got Acquired

Watch a video discussion between

  • Alexis Grant, Founder and CEO of They Got Acquired
  • Claudio Cabrera, VP - Newsroom Strategy and Audience of The Athletic
  • Andrew Kemp, Managing Editor of State of Digital Publishing

Follow along as they share the fundamentals of effective editorial strategies and workflow management.

Access this free resource

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Q&A sessions

Share experiences, challenges, and brainstorm solutions with a group of peers

Frequently Asked Questions

What is the expected time commitment?
Will you provide ongoing support?
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News SEO Playbook


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