Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Optimising for Google News - SEO for News Publishers

4,453 views

Published on

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.

Published in: 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

×