• DM News, Monday, March 24, 2008 1 PM

During his SES NYC keynote speech, Gordon McLeod, president of the Wall Street Journal Digital Network,acknowledged that the media company had gotten off to a slow start in terms of search marketing.

So last year, it launched a huge organic search initiative--starting with best practices like adding dynamic site maps, tweaking the entire URL structuring system and using proper redirects--and supplemented that with some PPC campaigns.

Knocking down parts of the subscription wall also helped drive traffic, as did the syndication of previously hidden content to sites like Yahoo Finance, MSN Money and even Facebook. As a result of these efforts, McLeod said referrals from search engines had more than doubled since October 2006--and that the company planned to continue with the aggressive tactics this year.

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