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Optimising for Google News

Optimising for Google News

Slides from my talk at Digitalzone Istanbul 2018 where I spoke about how news websites can optimise their visibility in Google News and Top Stories.

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Barry Adams

October 19, 2018
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  1. @badams #Digitalzone @badams #Digitalzone Optimising for Google News Barry Adams

    Polemic Digital
  2. @badams #Digitalzone

  3. @badams #Digitalzone @badams #Digitalzone What is ‘SEO?’

  4. @badams #Digitalzone

  5. @badams #Digitalzone Web Search Engines Crawler Indexer Ranker

  6. @badams #Digitalzone

  7. @badams #Digitalzone The Three Pillars of SEO Technology Relevancy Authority

  8. @badams #Digitalzone Relation to Web Search Technology Crawler Relevancy Indexer

    Authority Query Engine
  9. @badams #Digitalzone @badams #Digitalzone Google News

  10. @badams #Digitalzone History of Google News • 2002: initial beta

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

  12. @badams #Digitalzone

  13. @badams #Digitalzone

  14. @badams #Digitalzone ?

  15. @badams #Digitalzone ±11.5% of Google search results have a Google

    News element
  16. @badams #Digitalzone ‘Top Stories’ onebox

  17. @badams #Digitalzone

  18. @badams #Digitalzone Growth of Mobile

  19. @badams #Digitalzone Mobile News Carousels

  20. @badams #Digitalzone Mobile Publisher Carousels

  21. @badams #Digitalzone

  22. @badams #Digitalzone Accelerated Mobile Pages

  23. @badams #Digitalzone

  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. @badams #Digitalzone AMP is mandatory No AMP AMP

  26. @badams #Digitalzone

  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. @badams #Digitalzone Keeping Google News Clean

  29. @badams #Digitalzone @badams #Digitalzone Optimising for Google News

  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. @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. @badams #Digitalzone

  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. @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. @badams #Digitalzone

  36. @badams #Digitalzone

  37. @badams #Digitalzone Title Not Found

  38. @badams #Digitalzone

  39. @badams #Digitalzone Article Fragmented

  40. @badams #Digitalzone

  41. @badams #Digitalzone Google News Crawling & Indexing Crawler Indexer Ranker

  42. @badams #Digitalzone HTML Parser

  43. @badams #Digitalzone http://www.stateofdigital.com/common-crawl-errors-google-news/

  44. @badams #Digitalzone @badams #Digitalzone Leveraging Google News for regular SEO

  45. @badams #Digitalzone News sites dominate Google

  46. @badams #Digitalzone Why?

  47. @badams #Digitalzone Links, links, links, and more links

  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. @badams #Digitalzone Leveraging link power

  50. @badams #Digitalzone Topical Hub Pages

  51. @badams #Digitalzone Internal Link Power Article Links Article Tags

  52. @badams #Digitalzone https://econsultancy.com/blog/65433-why-internal-links- and-hub-pages-are-a-major-factor-in-seo-success/

  53. @badams #Digitalzone @badams #Digitalzone Don’t Overdo It!

  54. @badams #Digitalzone 17 internal links to topic pages 4 internal

    links to topic pages
  55. @badams #Digitalzone TheSun.co.uk Paywall

  56. @badams #Digitalzone The Sun vs Daily Mail

  57. @badams #Digitalzone @badams #Digitalzone Newspocalypse

  58. @badams #Digitalzone

  59. @badams #Digitalzone

  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. @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. @badams #Digitalzone “Stay In Your Lane” update

  63. @badams #Digitalzone

  64. @badams #Digitalzone

  65. @badams #Digitalzone What’s Coming?

  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. @badams #Digitalzone NewsArticle Extensions ➢ AnalysisNewsArticle ➢ BackgroundNewsArticle ➢ OpinionNewsArticle

    ➢ ReportageNewsArticle ➢ ReviewNewsArticle
  68. @badams #Digitalzone

  69. @badams #Digitalzone

  70. @badams #Digitalzone https://newsinitiative.withgoogle.com/

  71. @badams #Digitalzone @badams #Digitalzone Summarised

  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. @badams #Digitalzone @badams #Digitalzone Barry Adams ➢ Doing SEO since

    1998 ➢ Specialist in T echnical SEO & News SEO ➢ Co-Chief Editor at State of Digital ➢ Columnist for Search Engine Land
  74. @badams #Digitalzone @badams #Digitalzone Thank You. barry@polemicdigital.com @badams