Upgrade to Pro — share decks privately, control downloads, hide ads and more …

How SEO for News Websites Can Help All Websites

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.

00de107acb085244c96dbfe6da2b1560?s=128

Barry Adams

June 06, 2019
Tweet

More Decks by Barry Adams

Other Decks in Marketing & SEO

Transcript

  1. @badams #DigitalEliteDay @badams #DigitalEliteDay How SEO for News can help

    all Websites Barry Adams Polemic Digital
  2. @badams #DigitalEliteDay

  3. @badams #DigitalEliteDay Regular SEO

  4. @badams #DigitalEliteDay News SEO

  5. @badams #DigitalEliteDay

  6. @badams #DigitalEliteDay

  7. @badams #DigitalEliteDay History of Google News • 2002: initial beta

    • 2006: official launch • 2007: Universal Search • 2015: Accelerated Mobile Pages
  8. @badams #DigitalEliteDay

  9. @badams #DigitalEliteDay

  10. @badams #DigitalEliteDay

  11. @badams #DigitalEliteDay ?

  12. @badams #DigitalEliteDay ±11.5%

  13. @badams #DigitalEliteDay 48 hours

  14. @badams #DigitalEliteDay

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

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

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

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

    1 2 Crawling
  19. @badams #DigitalEliteDay Google News Indexing: HTML Only

  20. @badams #DigitalEliteDay

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

    on www.news2.co.uk
  22. @badams #DigitalEliteDay

  23. @badams #DigitalEliteDay

  24. @badams #DigitalEliteDay Article Fragmented

  25. @badams #DigitalEliteDay

  26. @badams #DigitalEliteDay HTML Size Limit ?

  27. @badams #DigitalEliteDay 450 KB

  28. @badams #DigitalEliteDay ‘Extraction Failed’

  29. @badams #DigitalEliteDay 100 KB

  30. @badams #DigitalEliteDay

  31. @badams #DigitalEliteDay

  32. @badams #DigitalEliteDay Entity Graph

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

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

  35. @badams #DigitalEliteDay

  36. @badams #DigitalEliteDay

  37. @badams #DigitalEliteDay

  38. @badams #DigitalEliteDay

  39. @badams #DigitalEliteDay

  40. @badams #DigitalEliteDay

  41. @badams #DigitalEliteDay

  42. @badams #DigitalEliteDay Hi Jono!

  43. @badams #DigitalEliteDay

  44. @badams #DigitalEliteDay 73%

  45. @badams #DigitalEliteDay

  46. @badams #DigitalEliteDay

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

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

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

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

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

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

  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. @badams #DigitalEliteDay @badams #DigitalEliteDay Thank You barry@polemicdigital.com www.polemicdigital.com www.linkedin.com/in/barryadams @polemicdigital

    @badams