In the digital era, the drive for clicks and search engine optimization (SEO) has compelled even venerable newspapers to adopt strategies that occasionally result in spectacular failures. A recent incident involving the Tuscaloosa News, the daily newspaper central to Alabama Crimson Tide territory, exemplifies this phenomenon. On August 31, 2024, the paper published a syndicated article titled “Where is Nick Saban?”—a decision that swiftly drew widespread ridicule and criticism.
The article, penned by John Leuzzi from the USA Today Network, sought to capitalize on SEO by asking a question likely to attract online searches. However, the premise of the headline was fundamentally flawed. Nick Saban, the legendary Alabama football coach, had retired at the end of the previous season and assumed a prominent role with ESPN, making regular appearances on College GameDay. This information was widely known, rendering the article’s question redundant, and its publication in Tuscaloosa, of all places, particularly perplexing.
Social media reaction was immediate and harsh. The newspaper’s tweet promoting the article faced a barrage of sarcastic and critical comments. Matt Scalici’s tweet, “It’s me, the person who found out through this tweet,” encapsulated the general sentiment. Others, like Jordan, criticized the broader trend of SEO-driven journalism, lamenting that it was degrading the industry for those well-informed. Jason Kirk highlighted the absurdity, suggesting that the article might have been written when Saban retired and then forgotten until it resurfaced due to SEO metrics.
The decision to run such an article in a local newspaper like the Tuscaloosa News, where the audience is highly knowledgeable about Saban’s career, seemed particularly misguided. David Clemons underscored the decline in content quality, contrasting the current state of the newspaper with its past, when it published impactful columns like Cecil Hurt’s piece that contributed to ending Mike Shula’s tenure as Alabama’s head coach in 2006. Clemons lamented that the newspaper had resorted to publishing “900-word clickbait engagement pieces” to convey what could be summarized in two words: “He retired.”
This incident also sheds light on the complexities and potential pitfalls of syndicated content in local journalism. While syndication can provide valuable resources and content for local newspapers, it can also result in a disconnect between the content and the local audience’s knowledge and interests. In this case, the decision to run and promote the article on the Tuscaloosa News website and its social media platforms seemed like an easy own goal. The newspaper could have quietly published the article without featuring it prominently or tweeting it, thereby avoiding the public roasting.
Despite the backlash, it’s important to acknowledge that not everyone might be aware of Saban’s retirement and new role at ESPN. Tulane coach Jon Sumrall illustrated this point with a tweet recounting his daughter’s reaction to seeing Saban on College GameDay: “That guy looks a lot like Nick Saban!” This anecdote suggests there may still be a segment of the population for whom such explainers hold value, albeit a small one.
This incident underscores the tension between the pursuit of digital traffic and the maintenance of journalistic integrity. Each media outlet must navigate this balance, making editorial decisions that align with their values and audience expectations. For the Tuscaloosa News, the decision to syndicate and promote the “Where is Nick Saban?” article may have garnered some search traffic, but it also invited criticism and damaged the newspaper’s credibility among its informed readership.
The broader implications of this incident extend beyond just the Tuscaloosa News. It serves as a cautionary tale for other media outlets navigating the complex landscape of modern journalism. The pursuit of clicks and SEO should not come at the expense of credibility and trust. Newspapers, especially those with a strong local presence, must be mindful of their audience’s knowledge and expectations. Syndicated content can be a valuable tool, but it must be used judiciously and in a manner that aligns with the publication’s editorial standards and audience interests.
Ultimately, the Tuscaloosa News’ experience with the “Where is Nick Saban?” article underscores the challenges and risks associated with SEO-driven journalism and syndicated content. While the quest for digital traffic is important, maintaining journalistic integrity and credibility should always be the priority. The backlash they received serves as a reminder that in the age of information, quality and relevance are paramount. Media outlets must strike a careful balance between leveraging SEO strategies and upholding the standards that their readers expect and deserve.
