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How SEO for News Websites Can Help All Websites

Barry Adams
June 06, 2019
Marketing & SEO
1
66

How SEO for News Websites Can Help All Websites

Slides from my talk at Digital Elite 2019 where I spoke about what 'classic' SEO can learn from the unique SEO challenges faced by news publishers.

Barry Adams

June 06, 2019
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Transcript

  1. @badams
    #DigitalEliteDay
    @badams
    #DigitalEliteDay
    How SEO for News can
    help all Websites
    Barry Adams
    Polemic Digital

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  2. @badams
    #DigitalEliteDay

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  3. @badams
    #DigitalEliteDay
    Regular SEO

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  4. @badams
    #DigitalEliteDay
    News SEO

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  5. @badams
    #DigitalEliteDay

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  6. @badams
    #DigitalEliteDay

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  7. @badams
    #DigitalEliteDay
    History of Google News
    • 2002: initial beta
    • 2006: official launch
    • 2007: Universal Search
    • 2015: Accelerated Mobile Pages

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  8. @badams
    #DigitalEliteDay

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  9. @badams
    #DigitalEliteDay

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  10. @badams
    #DigitalEliteDay

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  11. @badams
    #DigitalEliteDay
    ?

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  12. @badams
    #DigitalEliteDay
    ±11.5%

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  13. @badams
    #DigitalEliteDay
    48 hours

    View Slide

  14. @badams
    #DigitalEliteDay

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  15. @badams
    #DigitalEliteDay
    Google’s Search System
    Crawling Indexing Ranking

    View Slide

  16. @badams
    #DigitalEliteDay
    Two-Stage Indexing
    Crawling
    Indexing
    Ranking
    1
    2

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  17. @badams
    #DigitalEliteDay
    1st Stage: HTML Source

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  18. @badams
    #DigitalEliteDay
    Googlebot = Crawler + 1st-Pass Indexer?
    Indexing
    Ranking
    1
    2
    Crawling

    View Slide

  19. @badams
    #DigitalEliteDay
    Google News Indexing: HTML Only

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  20. @badams
    #DigitalEliteDay

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  21. @badams
    #DigitalEliteDay
    Article HTML
    800-word article on
    www.news1.co.uk
    800-word article on
    www.news2.co.uk

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  22. @badams
    #DigitalEliteDay

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  23. @badams
    #DigitalEliteDay

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  24. @badams
    #DigitalEliteDay
    Article Fragmented

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  25. @badams
    #DigitalEliteDay

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  26. @badams
    #DigitalEliteDay
    HTML Size Limit ?

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  27. @badams
    #DigitalEliteDay
    450 KB

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  28. @badams
    #DigitalEliteDay
    ‘Extraction Failed’

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  29. @badams
    #DigitalEliteDay
    100 KB

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  30. @badams
    #DigitalEliteDay

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  31. @badams
    #DigitalEliteDay

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  32. @badams
    #DigitalEliteDay
    Entity Graph

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  33. @badams
    #DigitalEliteDay
    Entity Nodes
    Arnold
    Schwarzenegger
    Bodybuilding
    Predator Movie
    MensHealth.com

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  34. @badams
    #DigitalEliteDay
    Entity Nodes
    Arnold
    Schwarzenegger
    Bodybuilding
    Predator Movie
    MensHealth.com

    View Slide

  35. @badams
    #DigitalEliteDay

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  36. @badams
    #DigitalEliteDay

    View Slide

  37. @badams
    #DigitalEliteDay

    View Slide

  38. @badams
    #DigitalEliteDay

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  39. @badams
    #DigitalEliteDay

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  40. @badams
    #DigitalEliteDay

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  41. @badams
    #DigitalEliteDay

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  42. @badams
    #DigitalEliteDay
    Hi Jono!

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  43. @badams
    #DigitalEliteDay

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  44. @badams
    #DigitalEliteDay
    73%

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  45. @badams
    #DigitalEliteDay

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  46. @badams
    #DigitalEliteDay

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  47. @badams
    #DigitalEliteDay
    @badams
    #DigitalEliteDay
    Summarised…

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  48. @badams
    #DigitalEliteDay
    @badams
    #DigitalEliteDay
    Optimise for 1st Stage Indexing

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  49. @badams
    #DigitalEliteDay
    @badams
    #DigitalEliteDay
    HTML should be Clean and Lean

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  50. @badams
    #DigitalEliteDay
    @badams
    #DigitalEliteDay
    Build Topical Expertise Over Time

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  51. @badams
    #DigitalEliteDay
    @badams
    #DigitalEliteDay
    Google is the boot,
    we are the ants

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  52. @badams
    #DigitalEliteDay
    @badams
    #DigitalEliteDay
    Fuck AMP.

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  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

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  54. @badams
    #DigitalEliteDay
    @badams
    #DigitalEliteDay
    Thank You
    [email protected]
    www.polemicdigital.com
    www.linkedin.com/in/barryadams
    @polemicdigital
    @badams

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