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Instructor: Shelby Blackley, Manager, Newsroom SEO for The Athletic
Community and ethnic media outlets must evolve, adapt and strategize to remain visible, competitive and sustainable in the age of AI. Despite the rise of AI, Search Engine Optimization (SEO) is still a crucial skill publishers need — with some added caveats. Whether you’re a newsroom of one or part of a larger ethnic media collective, learning to leverage AI for SEO can dramatically increase your visibility, grow your audience, and ensure your brand ranks in search. With shrinking newsrooms and rising automation, mastering AI-driven SEO is no longer optional — it’s essential for survival and growth.
In this 90-minute training, you will learn:
- SEO best practices
- What GEO, AIO and all other AI optimization acronyms mean
- How to use AI to develop an effective SEO strategy
- Using AI for smarter data analysis (ChatGPT, Gemini, Claude)
- Using AI to turn insights into action
Register for the AI and SEO training
The training has been developed by CCM and is funded by the New York City Mayor’s Office of Media and Entertainment. If you have any questions, contact ccm@journalism.cuny.edu.
Instructor
Shelby Blackley is the Manager, Newsroom SEO for The Athletic and co-founder of WTF is SEO?, a newsletter that helps publishers do search better. Previously, she’s worked at The Globe and Mail in Canada, Mashable and Indiegraf. Shelby has been in the audience development sphere for the last 10 years, specializing in news SEO, audience behaviour, user journeys and newsletters, successfully launching two to subscriber counts above 10,000. When she’s not thinking about search and journalism, Shelby spends her time frolicking through the trees, weight lifting or hanging out with her corgi puppy, Yoshi.