Case study · Business and finance media
Launching a media outlet with SEO built in from day one
Forbes BeLux · October 2023 to October 2024
Launching the Belgium-Luxembourg edition of Forbes: a trilingual media site to build from scratch, a newsroom to structure, and a need for immediate visibility in a market where established media have held the ground for years.
The problem
- No foundation: no editorial pillars, no calendars, no publishing workflows.
- A newsroom of experienced journalists but untrained in search intent and the specifics of news SEO.
- Three languages to coordinate without cannibalisation or dilution of the domain’s nascent authority.
The deployed solution
- Steering of the editorial launch: content strategy, editorial pillars, calendars and publishing workflows within the newsroom.
- Multilingual FR, NL, EN editorial SEO strategy: on-page optimisation, semantic SEO, thematic clusters and internal linking.
- Development of SEO playbooks and training of journalists in search intent, E-E-A-T principles and news SEO best practices.
The results
- A media outlet launched with its SEO foundation in place from day one, rather than fixed afterwards.
- A newsroom autonomous on best practices: the playbooks outlived the engagement.
- Editorial pillars that structure content production beyond the support period.
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