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.

Transcript

1. @badams #DigitalEliteDay @badams #DigitalEliteDay How SEO for News can help all Websites Barry Adams Polemic Digital
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3. @badams #DigitalEliteDay Regular SEO
4. @badams #DigitalEliteDay News SEO
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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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11. @badams #DigitalEliteDay ?
12. @badams #DigitalEliteDay ±11.5%
13. @badams #DigitalEliteDay 48 hours
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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
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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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24. @badams #DigitalEliteDay Article Fragmented
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26. @badams #DigitalEliteDay HTML Size Limit ?
27. @badams #DigitalEliteDay 450 KB
28. @badams #DigitalEliteDay ‘Extraction Failed’
29. @badams #DigitalEliteDay 100 KB
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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
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42. @badams #DigitalEliteDay Hi Jono!
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44. @badams #DigitalEliteDay 73%
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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