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SEO research for publications and news organizations


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If you wanted to understand how to do keyword research. Identify trends, hashtags and more. The presentation will show you how your news organizations can improve their SEO in Google news

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SEO research for publications and news organizations

  1. 1. SEO Research For News Publications Joe Balestrino
  2. 2. Table Of Contents ● Keyword Research ● Google Suggest ● Keywords Everywhere ● Google Trends ● Create Search Friendly Headlines ● When to Use Keywords ● Image Optimization ○ Properly Name Images ○ Image Naming Tips ○ How to Name Similar Images ● Writing ALT Tags for Images ● Sharing News Content ● How Does Google Rank Stories?
  3. 3. Keyword Research Once you’ve decided on a topic. Some keyword research tools you can use are: ● Google Suggest ● Google Suggest + Keywords Everywhere (chrome extension) ● Google Trends
  4. 4. Google Suggest When using Google search you’ll see suggestions based on what people are searching most.
  5. 5. Keywords Everywhere This a chrome extension plugin that will help provide additional keywords and insights into keywords. The Keywords Everywhere extension is a free SEO keyword research tool that shows you useful google keyword search volume and cost per click data on multiple websites.
  6. 6. Keywords Everywhere In search results you’ll find other related keywords along with the search volume.
  7. 7. Google Trends Google Trends has a few useful tools that can help you craft the perfect article. At a glance you can see what’s trending on Google for the day, real time and by location.
  8. 8. Google Trends You can also find out what’s trending by topic (people, cars, politicians, teams, TV shows etc…)
  9. 9. Google Trends Compare keywords to find what’s used most often.
  10. 10. Google Trends You can also compare those same keywords by location.
  11. 11. Create Search Friendly Headlines Headlines should contain: ● Who ● What If possible add one or two of the following: ● Where ● When When people perform a search it’s to follow up on a news story they heard or read somewhere else. Title stories to attract readers with words that invite curiosity or invoke strong feelings!
  12. 12. When to Use Keywords Your target keywords should appear in the: ● Title of the article - Google typically displays the first 50–60 characters of a title tag. If you keep your titles under 60 characters, research suggests that you can expect about 90% of your titles to display properly. ● Meta description - 300 characters or less. ● First sentence / paragraph When sharing on social media you can use more “edgy” titles to entice viewers to clicks.
  13. 13. Image Optimization ● Images should be named using keywords ● Alt tag should support image ● This image is named GettyImages-1040019822-550x330.jpg This image is not about Getty Images. This is a photo of President Donald Trump Speaking at the UN
  14. 14. Properly Name Images Here is how CNN named the image 80925062657-president-trump-speaks-at-un- in-2017-super-tease.jpg
  15. 15. Image Naming Tips Images can include the following: ● Names of people, Places & things ● Dates (month, day or year) ● Descriptive - Colors Alternative ways to describe this photo: 1. Donald-Melania-Trump-Air-Force-One 2. Melania-Trump-Red-Coat 3. Donald-Trump-with-First-Lady-Melania How you name the photo can depend on what the story you’re writing is about.
  16. 16. How To Name Similar Images? There are different ways to optimize similar photos on a page. Multiple photos of the president speaking at the UN could be written... ● President-Trump-UN ● Trump-Speaks-at-the-UN ● President-Donald-Trump-speaks-UN ● President-Trump-United-Nations ● President-Trump-UN-Sept-2018 You can always abbreviate the naming of the image and be more descriptive in the alt tag.
  17. 17. Writing ALT Tags for Images Okay alt text: alt="man on escalator" Better alt text: alt="man walking on escalator" Best alt text: alt="man wearing backpack walking down escalator" Keep it (relatively) short. The most popular screen readers cut off alt text at around 125 characters, so it's advisable to keep it to that character count or less.
  18. 18. Sharing News Content After an article has been completed it should be shared on both the writer’s and the organization’s social media accounts. Use relevant and popular hashtags. You can use Hashtagoftheday to identify the most popular hashtags to use.
  19. 19. How Does Google Rank Stories? In general, Google News aims to promote original journalism, as well as to expose users to diverse perspectives. Ranking in Google News is determined algorithmically based on a number of factors, including: ● Freshness of content ● Diversity of content ● Rich textual content ● Originality of content ● User preferences for topics or publishers
  20. 20. Q & A