We all know by now that filtering the content you share on social media sites is crucial to maintaining a professional reputation online.

For media pros though, building a reputable online presence goes beyond basic filtering; censorship is good and necessary, but it can only get you so far. If you want to really impress potential employers with your personal Google search results, understanding the site’s algorithm can go a long way.

In the latest Mediabistro feature, we talk to brand strategists and SEO pros to find out how they manage to keep content fresh:

If your domain is YourFullName.com, Google will rank it higher when people search for you.

“It really boils down to keywords for the homepage optimization,” explained Collin Jarman, SEO technician at Click Optimize, LLC, a North Carolina-based Web design and Internet marketing firm. “So, in this instance, your keyword is going to be your own name because that’s what you want to rank for.”

For more on optimizing your personal search results, read Google Yourself: 4 Ways to Fix Your Online Reputation.

– Sherry Yuan

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

In the span of five years, Jim Bankoff, CEO of Vox Media, transformed what was a network of fan blogs into one of the fastest growing online publishers. In Mediabistro’s latest So What Do You Do interview, he gave some key advice to others looking to ascend to the C-suite:

“The truth is that the best way is to be really into what you are doing and really care. That’s not something you can fake, nor is it something you want to fake,” he said. “You have to have a genuine, passionate interest in your work and what your company is doing if you want to have any hope of running it and running it successfully. I’m sure there are plenty of people who have made it to the top without that, but my advice is find what you are passionate about and do that, because that’s going to increase your chances of getting to the top if that’s what you want.”

For more on Bankoff and why he believes brands matter, read So What Do You Do, Jim Bankoff, CEO of Vox Media?

– Sherry Yuan

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

B-to-b digital publisher FierceMarkets has acquired StorefrontBackTalk, Folio: reports, which has resulted in the creation of a new “retail media group” within FierceMarkets.

FierceMarkets typically builds, rather than acquires, Folio: says, but quoted president Maurice Bakley as saying the purchase gives the brand a quicker entry into the market–a market into which Fierce plans to expand further, Bakley said.

“We look forward to building out a strong offering of media properties to serve this dynamic industry,” he said in a statement.

StorefrontBackTalk founder Evan Schuman and the rest of the editorial team will transition to FierceMarkets.

FierceMarkets operates digital publications in seven industry-focused verticals, like energy, healthcare, and telecommunications. It’s a division of Questex.

Next Issue Media is signing up enough customers to make it feel like expanding its catalog even further, reports Folio:.

NIM is a subscription service/app for all-you-can-read monthly digital magazines, created by a partnership between the five biggest U.S. magazine publishers: Hearst, Conde Nast, Time Inc, Meredith, and News Corp. Last month, the service doubled the number of magazines it offers to 72. Now, a new announcement is coming, Folio: says, that will name the first magazines to be added to the catalog from outside the five main publishers.

NIM has 70,000 paying customers, and about 70 percent of the readers who sign up for the free trial convert to paying customers, Folio: said. And this is only after being available on iOS for three months. (The app has, of course, been available on Android for longer, but the tablet market is still dominated by Apple.)

Publishers are also thrilled because NIM is helping them reach new audiences. Only 3 percent of the paying customers reading a certain magazine are also print subscribers. Another 13 percent were former subscribers who’d let their print subscription expire but came back for the digital edition, and 60 percent weren’t in the publisher’s database at all.

“These are the most established brands in the world and we’re reaching new people,” NIM CEO Morgan Guenther told Folio:.

No word yet on what new titles NIM is adding to its library, but Guenther hinted to Folio: that they would be titles that appeal to men and younger readers, since the catalog skews female for now.

The transition from print to digital has brought layoffs, budget cuts and general woes to newsrooms across the country. But the flurry of change also brings new opportunity.

In Mediabistro’s latest AvantGuild feature, seasoned journo Ben Goldstein recapped his own resume and shared some valuable tips for writers in the online world. For example…

If you’re not fending off job offers, you’re doing something wrong.

To give yourself some leverage, start networking and learning new skills while you’re still employed. ”Classes and workshops related to your profession are great places to meet people,” said Charles Purdy, senior editor of Monster.com. “The teachers are often experts who are still working in the field, and the other students and attendees will be professionals like you. And, of course, there’s the side benefit of learning something new.”

Read more in 4 Lessons for Writing in the Digital Age. [subscription required]

The Daily Meal recently hit 5 million unique visitors monthly—not bad for a site that officially launched in December 2010. In fact, its traffic places it as the #8 food website.

What’s the secret? According to Folio and Daily Meal CEO Jim Spanfeller, the secret is massive amounts of content—up to 120 stories a day.

Folio says that The Daily Meal is following a “strategy of going wide as well as deep with the content…while The Daily Meal features recipe content, it also goes big on content about industry news, entertaining and epicurian travel, for example.” The site’s traffic goals are 10 million uniques by the end of the year and ultimately to 20 million.

That may be why Spanfeller Media Group has just launched its second site: The Active Times, for fitness enthusiasts. “There are lots of sites out there, but none of them have any scale,” Spanfeller told Folio earlier this summer. “And none of them have what we’re trying to do, which is go broad and deep.”

Spanfeller Media Group plans to launch even more verticals at an unspecified time in the future, so for people hoping to move into this space over the next year, it wouldn’t be a bad company to watch.

Cablevision’s Newsday will hire 25 editors, reporters, and digital content specialists for a new website and apps serving New York’s Westchester county.

Diane Goldie, previously a local media editor at Newsday and editor-in-chief of AMNewYork for four years, has been tapped to manage the new products.

“Newsday is the indispensable source of information for Long Islanders. Now, through this initiative and by harnessing the strengths of News 12, MSG Varsity and amNewYork, Newsday will become the premier digital information choice for Westchester County residents,” Cablevision president Tad Smith said in a memo obtained by MediaWire.

MediaWire has the email to apply for the jobs, though it sounds like they’re being opened up to internal applicants only at first and anyone can apply.

Gawker editor-in-chief Remy Stern is stepping down, and Gawker is replacing him with Deadspin’s AJ Daulerio.

Daulerio had been looking for outside opportunities before the promotion, the New York Observer reports. “The site was basically at the place where I was going to want it to be,” he told the Observer, so he had been ready to move on.

Stern will be consulting for Gawker Media and helping with “new editorial initiatives,” according to a memo from Gawker Media publisher Nick Denton.

“It’s not as if Gawker in crisis,” the memo also said. “But we need to release the full potential of the site’s excellent roster of writers — and fill out the team with new hires. AJ has proven himself as both developer and recruiter of editorial talent. That’s what the site needs right now. Hence the switch.”

Daulerio’s spot at Deadspin will be filled by deputy editor Tommy Craggs.

Booth Newspapers and MLive.com (the website for all eight of Booth’s papers) have restructured into a digital-first company, MLive Media Group, serving eight cities in Michigan.

That’s great!

The restructuring is resulting in the loss of 550 jobs across the state.

That’s…not great.

“We’ve been clear since the moment we announced the launch of the MLive Media Group that we’d be a smaller company as a result of the transition,” MLive Media Group President Dan Gaydou said.

The 550 people who have received layoff notices make up just under half of MLive’s Michigan workforce, Gaydou said, but “this is not representative of the actual number of employees who will or will not continue with one of the new companies. All of these employees are eligible to apply for new jobs within the MLive Media Group and Advance Central Services Michigan, and we have and will continue to encourage them to do so.”

The biggest cuts were at the Grand Rapids Press, where 146 people received layoff notices; 91 at The Flint Journal; 77 at The Kalamazoo Gazette; and on and on.

The Daily Beast might be on track to be profitable this year, but the Newsweek part of the NewsBeast combo isn’t looking as good: Newsweek is estimated to have lost $20 million this year. So getting the combined Newsbeast into profitability by 2013, which owner Barry Diller says is possible, will be a “daunting” task, says Adweek’s Lucia Moses.

Newsweek is using some non-confidence-inspiring tactics in an effort to shore up readership: providing what are known as post-expiration copies, or grace copies, for example. That means that the magazine has been sending issues to people whose subscriptions have lapsed, a tactic magazines use when they’re having trouble reaching their promised circulation. But in a June report, nearly 5 percent of Newsweek’s subscriptions were grace copies, a number media buyers say is far too high. Meanwhile, print circulation is down despite the cost of those subscriptions being deeply discounted.

Traffic online is down, too. In short, it’s not looking good for NewsBeast. But if the company can’t increase revenue, it’s going to have to cut costs. Moses estimates that saving the money Tina Brown needs will require cutting half the staff. Yikes.