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How SEO for News can help all Websites

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Slides from my talk at Digital Elite in June 2019 where I spoke about what makes news SEO different from regular SEO, and how these lessons can be applied to all SEO scenarios.

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How SEO for News can help all Websites

  1. 1. @badams #DigitalEliteDay @badams #DigitalEliteDay How SEO for News can help all Websites Barry Adams Polemic Digital
  2. 2. @badams #DigitalEliteDay
  3. 3. @badams #DigitalEliteDay Regular SEO
  4. 4. @badams #DigitalEliteDay News SEO
  5. 5. @badams #DigitalEliteDay
  6. 6. @badams #DigitalEliteDay
  7. 7. @badams #DigitalEliteDay History of Google News • 2002: initial beta • 2006: official launch • 2007: Universal Search • 2015: Accelerated Mobile Pages
  8. 8. @badams #DigitalEliteDay
  9. 9. @badams #DigitalEliteDay
  10. 10. @badams #DigitalEliteDay
  11. 11. @badams #DigitalEliteDay ?
  12. 12. @badams #DigitalEliteDay ±11.5%
  13. 13. @badams #DigitalEliteDay 48 hours
  14. 14. @badams #DigitalEliteDay
  15. 15. @badams #DigitalEliteDay Google’s Search System Crawling Indexing Ranking
  16. 16. @badams #DigitalEliteDay Two-Stage Indexing Crawling Indexing Ranking 1 2
  17. 17. @badams #DigitalEliteDay 1st Stage: HTML Source
  18. 18. @badams #DigitalEliteDay Googlebot = Crawler + 1st-Pass Indexer? Indexing Ranking 1 2 Crawling
  19. 19. @badams #DigitalEliteDay Google News Indexing: HTML Only
  20. 20. @badams #DigitalEliteDay
  21. 21. @badams #DigitalEliteDay Article HTML 800-word article on www.news1.co.uk 800-word article on www.news2.co.uk
  22. 22. @badams #DigitalEliteDay
  23. 23. @badams #DigitalEliteDay
  24. 24. @badams #DigitalEliteDay Article Fragmented
  25. 25. @badams #DigitalEliteDay
  26. 26. @badams #DigitalEliteDay HTML Size Limit ?
  27. 27. @badams #DigitalEliteDay 450 KB
  28. 28. @badams #DigitalEliteDay ‘Extraction Failed’
  29. 29. @badams #DigitalEliteDay 100 KB
  30. 30. @badams #DigitalEliteDay
  31. 31. @badams #DigitalEliteDay
  32. 32. @badams #DigitalEliteDay Entity Graph
  33. 33. @badams #DigitalEliteDay Entity Nodes Arnold Schwarzenegger Bodybuilding Predator Movie MensHealth.com
  34. 34. @badams #DigitalEliteDay Entity Nodes Arnold Schwarzenegger Bodybuilding Predator Movie MensHealth.com
  35. 35. @badams #DigitalEliteDay
  36. 36. @badams #DigitalEliteDay
  37. 37. @badams #DigitalEliteDay
  38. 38. @badams #DigitalEliteDay
  39. 39. @badams #DigitalEliteDay
  40. 40. @badams #DigitalEliteDay
  41. 41. @badams #DigitalEliteDay
  42. 42. @badams #DigitalEliteDay Hi Jono!
  43. 43. @badams #DigitalEliteDay
  44. 44. @badams #DigitalEliteDay 73%
  45. 45. @badams #DigitalEliteDay
  46. 46. @badams #DigitalEliteDay
  47. 47. @badams #DigitalEliteDay @badams #DigitalEliteDay Summarised…
  48. 48. @badams #DigitalEliteDay @badams #DigitalEliteDay Optimise for 1st Stage Indexing
  49. 49. @badams #DigitalEliteDay @badams #DigitalEliteDay HTML should be Clean and Lean
  50. 50. @badams #DigitalEliteDay @badams #DigitalEliteDay Build Topical Expertise Over Time
  51. 51. @badams #DigitalEliteDay @badams #DigitalEliteDay Google is the boot, we are the ants
  52. 52. @badams #DigitalEliteDay @badams #DigitalEliteDay Fuck AMP.
  53. 53. @badams #DigitalEliteDay Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at StateofDigital.com ➢ Columnist for SearchEngineLand.com
  54. 54. @badams #DigitalEliteDay @badams #DigitalEliteDay ThankYou barry@polemicdigital.com www.polemicdigital.com www.linkedin.com/in/barryadams @polemicdigital @badams

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