Monday, Nov. 6
2:00 p.m. EST

Business journalists today are not only reporting, writing and editing the news, they’re also helping drive the distribution of their stories. Join our panel of experts as they do a deep dive into the subject of SEO and how it can best be used to build and engage an audience. This session will examine the tools, tips and best practices for writing headlines and meta that appeal to both humans and bots. The intermediate-level discussion will be aimed at business journalists who have a basic understanding of SEO and a desire to learn more.

Listen to the recording.


Sara Cheshire, CNN
Sara is the SEO analyst at CNN, where she works daily with writers and editors to optimize content for search engines. Her 10 years of experience in digital media along with a background in writing provide a unique skill set for translating keyword research and data into content ideas and editorial opportunities. Prior employers include and Discovery Communications, where she was involved in web analytics, homepage programming, site migrations and content brainstorming sessions.

Claudio Cabrera, New York Times
Claudio is senior digital strategist at The New York Times specializing in SEO. He’s worked in the digital media industry for close to a decade growing some of the largest brands in the African American news space; as well as leading SEO and social efforts for CBS Local. In his current role at The New York Times, Claudio specializes in growing the Times’ footprint on search.

Alex Kulick,
Alex is SEO manager for the financial news site, which draws a significant amount of traffic through organic searches. Earlier in his career, Alex was the web analytics manager for Prometheus Global Media, where he was in charge of monitoring and analyzing all web traffic on Billboard & The Hollywood Reporter properties.

Sari Zeidler, Quartz
Sari is the Editorial Director of Growth at Quartz, where she oversees the growth strategy for and manages a team of six journalists in New York, London and Hong Kong. Prior to joining Quartz, Sari worked at BBC Worldwide where she ran social media for the global feature sections. In this role she hired an internationally based team and developed the first social media strategy for the global feature sections, resulting in year-on-year social traffic growth of 500 percent. During her three years at The BBC, Sari also worked on the international homepage and wrote and produced original stories for Sari’s career has spanned Washington, D.C., New York and London. She started her journalism career as a local print reporter in New York, before joining CNN’s live production unit in Washington, D.C. Sari held several positions at CNN, ultimately joining as part of the first digital team to develop a data-driven traffic strategy.