“Reggie” (Rögnvaldur Gudmundsson) is the SEO Manager of Aftonbladet, the biggest newspaper in Sweden and the biggest domestic website. In his two years with the paper, there has been a deep cultural shift: SEO has gone from something we are “too big to care about” to be an integral part of the company’s strategy and a normal part of the daily editorial workflow. The website’s search engine traffic has predictably skyrocketed as well – by about 230% – due to both editorial and technical improvements.
There has been an enormous knowledge transfer and a huge transformation in the tools and processes at the journalists’ disposal, but perhaps the greatest accomplishment is convincing ca. 150 journalists to care about SEO – without having any formal authority over them at all.
Reggie has a background in management and leadership and learned SEO in the highly competitive travel industry of Iceland – his home country. He’s married to an American costume designer named Kalere and they have a young daughter named Valkyrja.