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The North Star

The North Star, run by American writer, Civil Rights activist, and co- founder of Real Justice PAC, Shaun King, is a newspaper-turned-website that was originally launched by Frederick Douglass and Martin Delany in 1847 when slavery was still in full force. Shaun King relaunched the paper online with a website replete with a collection of podcasts and news broadcasts.


Problem-The revolutionary website though had an inexhaustible volume of content, lacked usability and search traffic that was affecting its brand value and search engine rankings. They needed a well-designed website that could be intuitively managed and updated keeping into account the large content volume.

Solution-The team at Seahawk Media brainstormed with the client to devise a web and SEO strategy that can help in optimizing the website and the posted content along with a better user experience for the site visitors and the regular reader base.

  • We created a customized mockup of the existing website complete with all the sections and performed a thorough quality check and customized the CMS for the website.
  • The team further worked to build an intuitive backend for ease of use for the client’s team for uploading articles, adding author names, managing customer accounts and different sections across the website.
  • The web team also added a subscription functionality to manage an effective paid subscriber base.
  • The SEO team worked to optimize each and every content piece on the website to enable better visibility on the search engines.

Results- With the help of CMS customization, WordPress backend of the website, we were able to move the entire exiting content to the new website that was efficiently optimized to handle new content uploads and effectively manage existing content volume.

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