Turning editorial content into organic visibility, inside a growing newsroom.
My author page on watson.ch, a selection of my articles.
Brief
At watson, I worked across editorial formats: Swiss and international news, interviews, portraits, and Ana (pas) Wintour, a column that decodes fashion through data.
watson is presented as the fastest-growing news portal in French-speaking Switzerland, with three-digit growth rates measured by Mediapulse.
Google's AI overview recognises Ana (pas) Wintour as my column signature.
An Ana (pas) Wintour column: spring trends, read through data.
Challenge
A young Swiss news title, competing for search visibility against media houses long established in the Swiss landscape.
With a lean team and an SEO practice still taking shape, the work was to turn experimentation into method: test, measure, and keep only what moved the needle.
Approach
Adapting tone and format to each subject, optimising titles and content for search, and helping structure SEO as a practice within the newsroom.
Delivered
An editorial calendar and SEO guidelines for the newsroom.
Search training for journalists.
Editorial content, from news, interviews and portraits to my own data-led column.