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Optimising for Google News - SEO for News Publishers

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Slides from my talk at Digitalzone'18 in Istanbul where I spoke about optimising a website for visibility in Google News and utilising a publisher's strength for SERP domination outside of news.

Publié dans : Internet

Optimising for Google News - SEO for News Publishers

  1. 1. @badams #Digitalzone @badams #Digitalzone Optimising for Google News Barry Adams Polemic Digital
  2. 2. @badams #Digitalzone
  3. 3. @badams #Digitalzone @badams #Digitalzone What is ‘SEO?’
  4. 4. @badams #Digitalzone
  5. 5. @badams #Digitalzone Web Search Engines Crawler Indexer Ranker
  6. 6. @badams #Digitalzone
  7. 7. @badams #Digitalzone The Three Pillars of SEO Technology Relevancy Authority
  8. 8. @badams #Digitalzone Relation toWeb Search Technology Crawler Relevancy Indexer Authority Query Engine
  9. 9. @badams #Digitalzone @badams #Digitalzone Google News
  10. 10. @badams #Digitalzone History of Google News • 2002: initial beta • 2006: official launch • 2007: Universal Search • 2015: Accelerated Mobile Pages
  11. 11. @badams #Digitalzone
  12. 12. @badams #Digitalzone
  13. 13. @badams #Digitalzone
  14. 14. @badams #Digitalzone ?
  15. 15. @badams #Digitalzone ±11.5% of Google search results have a Google News element
  16. 16. @badams #Digitalzone ‘Top Stories’ onebox
  17. 17. @badams #Digitalzone
  18. 18. @badams #Digitalzone Growth of Mobile
  19. 19. @badams #Digitalzone Mobile News Carousels
  20. 20. @badams #Digitalzone Mobile Publisher Carousels
  21. 21. @badams #Digitalzone
  22. 22. @badams #Digitalzone Accelerated Mobile Pages
  23. 23. @badams #Digitalzone
  24. 24. @badams #Digitalzone Accelerated Mobile Pages • Alternative versions of your web pages; ➢ Built specifically for speed & mobile • Mobile first; ➢ Mobile only? • New standard; ➢ Severely restrictive • All or nothing; ➢ It either validates or it doesn’t
  25. 25. @badams #Digitalzone AMP is mandatory No AMP AMP
  26. 26. @badams #Digitalzone
  27. 27. @badams #Digitalzone Google News Requirements • ‘Proper’ news; ➢ Not a news section on commercial site • Original content; ➢ Some syndication is fine • Multiple updates a day; ➢ Actively updated site • Multiple contributors; ➢ A colophon / authors list helps • Editorial speciality; ➢ Niche news sites are welcome • Technical requirements; ➢ News XML Sitemap ➢ Accelerated Mobile Pages ➢ NewsArticle Structured Data
  28. 28. @badams #Digitalzone Keeping Google News Clean
  29. 29. @badams #Digitalzone @badams #Digitalzone Optimising for Google News
  30. 30. @badams #Digitalzone Google News Ranking Factors 1. Editorial Speciality If your news site is a specialist on a specific topic, you are more likely to rank in Google News boxes for relevant queries.
  31. 31. @badams #Digitalzone Google News Ranking Factors 2. Headline Keyword Matching Having the keyword in your article headline is the single most important on-page ranking factor.
  32. 32. @badams #Digitalzone
  33. 33. @badams #Digitalzone Google News Ranking Factors 3. Recent News Google News prefers to show recently published or updated articles, so publish often & update previous articles.
  34. 34. @badams #Digitalzone Google News Ranking Factors 4. Content Factors ➢ NewsArticle Structured Data ➢ Headlines: max 110 chars ➢ Headlines: <H1> ➢ Articles: 80+ words ➢ Articles: not too long (?) ➢ No article fragmentation ➢ … many more
  35. 35. @badams #Digitalzone
  36. 36. @badams #Digitalzone
  37. 37. @badams #Digitalzone Title Not Found
  38. 38. @badams #Digitalzone
  39. 39. @badams #Digitalzone Article Fragmented
  40. 40. @badams #Digitalzone
  41. 41. @badams #Digitalzone Google News Crawling & Indexing Crawler Indexer Ranker
  42. 42. @badams #Digitalzone HTML Parser
  43. 43. @badams #Digitalzone http://www.stateofdigital.com/common-crawl-errors-google-news/
  44. 44. @badams #Digitalzone @badams #Digitalzone Leveraging Google News for regular SEO
  45. 45. @badams #Digitalzone News sites dominate Google
  46. 46. @badams #Digitalzone Why?
  47. 47. @badams #Digitalzone Links, links, links, and more links
  48. 48. @badams #Digitalzone News Sites = Trusted Sites News articles are cited & linked to very often News publishers become trusted sources Published articles rank top in Google Top ranked articles are read more
  49. 49. @badams #Digitalzone Leveraging link power
  50. 50. @badams #Digitalzone Topical Hub Pages
  51. 51. @badams #Digitalzone Internal Link Power Article Links Article Tags
  52. 52. @badams #Digitalzone https://econsultancy.com/blog/65433-why-internal-links- and-hub-pages-are-a-major-factor-in-seo-success/
  53. 53. @badams #Digitalzone @badams #Digitalzone Don’t Overdo It!
  54. 54. @badams #Digitalzone 17 internal links to topic pages 4 internal links to topic pages
  55. 55. @badams #Digitalzone TheSun.co.uk Paywall
  56. 56. @badams #Digitalzone The Sun vs Daily Mail
  57. 57. @badams #Digitalzone @badams #Digitalzone Newspocalypse
  58. 58. @badams #Digitalzone
  59. 59. @badams #Digitalzone
  60. 60. @badams #Digitalzone News Sites = Trusted Sites News articles are cited & linked to very often News publishers become trusted sources Published articles rank top in Google Top ranked articles are read more
  61. 61. @badams #Digitalzone News Sites = Trusted Sites News articles are cited & linked to very often News publishers become trusted sources Published articles rank top in Google Top ranked articles are read more Within Your Topical Focus
  62. 62. @badams #Digitalzone “Stay InYour Lane” update
  63. 63. @badams #Digitalzone
  64. 64. @badams #Digitalzone
  65. 65. @badams #Digitalzone What’s Coming?
  66. 66. @badams #Digitalzone Speakable <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "WebPage", "name": "Jane Doe's homepage", "url": "http://www.janedoe.com", "speakable": { "@type": "SpeakableSpecification", "cssSelector": ["headline", "summary"] } } </script>
  67. 67. @badams #Digitalzone NewsArticle Extensions ➢ AnalysisNewsArticle ➢ BackgroundNewsArticle ➢ OpinionNewsArticle ➢ ReportageNewsArticle ➢ ReviewNewsArticle
  68. 68. @badams #Digitalzone
  69. 69. @badams #Digitalzone
  70. 70. @badams #Digitalzone https://newsinitiative.withgoogle.com/
  71. 71. @badams #Digitalzone @badams #Digitalzone Summarised
  72. 72. @badams #Digitalzone Google News Domination • ±11.5% of searches have a Google News element • News publishers leverage internal link power • AMP dominates mobile SERPs • Technical SEO is very important for news publishers • News sites have to stick to their topical expertise
  73. 73. @badams #Digitalzone @badams #Digitalzone Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at State of Digital ➢ Columnist for Search Engine Land
  74. 74. @badams #Digitalzone @badams #Digitalzone ThankYou. barry@polemicdigital.com @badams

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