Steve Wilson-Beales on SEO, new metrics of success and the zero-click future

There's loads of hand-wringing about Google traffic these days. Google Discover is getting bigger, but is toying with AI summaries. The traffic from this new-ish feature is somewhat unpredictable, but new shocking developments show it is prone to misinformation.

We wanted to get a sensible steer on how news publishers should navigate this storm. We spoke with content strategist Steve Wilson-Beales, who recently left his post as head of SEO and editorial product for Global. Answers have been shortened for brevity.

Q: Everyone’s worried about the "death of SEO” in a zero-click search future. What’s your take?

Steven Wilson-Beales: Google’s move to AI-driven search has been tough on publishers, but the shift started long before AI Overviews—zero-click searches were already rising. This is both an existential threat and an opportunity.

For too long, publishers have chased big reach numbers instead of building loyal, engaged audiences. In the short term, we’ll have to focus on users who already know us, but that’s not sustainable. Now is the time to challenge old workflows and get closer to our audiences.

SEOs are more important than ever—not just for Google rankings, but for understanding audience needs and working across departments. As AI visibility tools flood the market, don’t rush to buy the latest solution. Often, a solid SEO audit and strong writing can solve many visibility issues.

The industry is unsettled by new tech and the scramble to define AI search terminology, but there’s no magic fix. SEO will remain central as publishing adapts. Don’t abandon your SEOs or journalists—they’re key to defining and delivering real value to your audience.

As Bob Dylan put it, “A Hard Rain’s a-Gonna Fall”. Trust your SEOs and journalists to help weather the storm.

Q: A lot of SEO guidance feels like it sets the wrong incentives for newsrooms, like focusing on prominent authority figures (who already get enough attention). Where’s the middle ground between sensible journalism and savvy SEO?

SWB: It’s crucial to stay closely connected with editorial leadership. Audience growth specialists should regularly check in with editorial managers—not just to report traffic numbers, but to discuss where that traffic is going.

For years, news brands chased large audiences without considering the value of that traffic. For example, weather articles might bring in clicks but deliver very low conversions. Now, publishers are reviewing everything, focusing on how well articles convert and what value they bring.

By analysing conversion rates, newsrooms can identify which articles are genuinely valuable and which are just generating empty clicks. This shift means moving away from broad, generic stories and focusing on content that truly demonstrates the brand’s value.

Q: Metrics of success are changing for newsrooms. Beyond scale and page views, what alternative metrics matter most in this SEO moment?

SWB: Traditionally, we’ve looked at monthly unique users, page views, and clicks from various channels. But now, there’s a renewed focus on what used to be called “secondary” metrics: time spent online, returning visitors, and other indicators of habitual use. These are loyalty metrics—signals that show how engaged and committed your audience is.

There are tools that help track loyalty out of the box, but often, it’s about having ongoing discussions with analytics and business teams to define what loyalty means for your organisation. Is it someone who visits regularly? Someone who converts? Ideally, you want to review content performance daily, using tools that flag which articles are converting or retaining loyal audiences. Previously, these high-value articles were often buried under big, broad stories.

Q: What’s the big space to watch in SEO right now? What’s changing most significantly?

SWB: The biggest shift is around AI search visibility. Newsrooms need to clearly define and communicate their value to audiences, especially in an environment rife with misinformation and where audiences are moving from traditional websites to creator-driven platforms.

SEO now needs to work much more closely with video, social media, PR, and marketing teams. Silos have to be broken down. For example, AI tools like Perplexity or Claude might surface a page that hasn’t been updated in years, so collaboration across departments is essential to keep content fresh and relevant. It’s about aligning internally and communicating value clearly to audiences—SEO is just one part of that.

Q: What’s one experiment any newsroom should try right now to foster innovation?

SWB: Adopt a startup mentality: invest in short-term, low-resource experiments. This could be launching vertical video opinion pieces, trying a new content vertical, starting a podcast, or adapting content in response to algorithm changes. The key is to create an internal innovation hub—just as some newsrooms now have AI search or content teams—because the landscape is changing so rapidly. Newsrooms need to be agile and ready to experiment continuously.