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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.

Barry Adams

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

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  2. @badams
    #Digitalzone

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

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  4. @badams
    #Digitalzone

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

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  6. @badams
    #Digitalzone

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

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

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  9. @badams
    #Digitalzone
    @badams
    #Digitalzone
    Google News

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

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  11. @badams
    #Digitalzone

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  12. @badams
    #Digitalzone

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  13. @badams
    #Digitalzone

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  14. @badams
    #Digitalzone
    ?

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

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  16. @badams
    #Digitalzone
    ‘Top Stories’ onebox

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  17. @badams
    #Digitalzone

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  18. @badams
    #Digitalzone
    Growth of Mobile

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  19. @badams
    #Digitalzone
    Mobile News Carousels

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  20. @badams
    #Digitalzone
    Mobile Publisher Carousels

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  21. @badams
    #Digitalzone

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  22. @badams
    #Digitalzone
    Accelerated Mobile Pages

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  23. @badams
    #Digitalzone

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  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

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  25. @badams
    #Digitalzone
    AMP is mandatory
    No AMP
    AMP

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  26. @badams
    #Digitalzone

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  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

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  28. @badams
    #Digitalzone
    Keeping Google News Clean

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

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  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.

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  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.

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  32. @badams
    #Digitalzone

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  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.

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  34. @badams
    #Digitalzone
    Google News Ranking Factors
    4. Content Factors
    ➢ NewsArticle Structured Data
    ➢ Headlines: max 110 chars
    ➢ Headlines:
    ➢ Articles: 80+ words
    ➢ Articles: not too long (?)
    ➢ No article fragmentation
    ➢ … many more

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  35. @badams
    #Digitalzone

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    #Digitalzone

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    #Digitalzone
    Title Not Found

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    #Digitalzone

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  39. @badams
    #Digitalzone
    Article Fragmented

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  40. @badams
    #Digitalzone

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

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  42. @badams
    #Digitalzone
    HTML Parser

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

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

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  45. @badams
    #Digitalzone
    News sites dominate Google

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  46. @badams
    #Digitalzone
    Why?

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

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  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

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  49. @badams
    #Digitalzone
    Leveraging link power

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  50. @badams
    #Digitalzone
    Topical Hub Pages

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

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

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

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

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  55. @badams
    #Digitalzone
    TheSun.co.uk
    Paywall

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  56. @badams
    #Digitalzone
    The Sun vs Daily Mail

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  57. @badams
    #Digitalzone
    @badams
    #Digitalzone
    Newspocalypse

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  58. @badams
    #Digitalzone

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  59. @badams
    #Digitalzone

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  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

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  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

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

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  63. @badams
    #Digitalzone

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  64. @badams
    #Digitalzone

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  65. @badams
    #Digitalzone
    What’s Coming?

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  66. @badams
    #Digitalzone
    Speakable
    <br/>{<br/>"@context": "http://schema.org/",<br/>"@type": "WebPage",<br/>"name": "Jane Doe's homepage",<br/>"url": "http://www.janedoe.com",<br/>"speakable":<br/>{<br/>"@type": "SpeakableSpecification",<br/>"cssSelector": ["headline", "summary"]<br/>}<br/>}<br/>

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  67. @badams
    #Digitalzone
    NewsArticle Extensions
    ➢ AnalysisNewsArticle
    ➢ BackgroundNewsArticle
    ➢ OpinionNewsArticle
    ➢ ReportageNewsArticle
    ➢ ReviewNewsArticle

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  68. @badams
    #Digitalzone

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  69. @badams
    #Digitalzone

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

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  71. @badams
    #Digitalzone
    @badams
    #Digitalzone
    Summarised

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  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

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  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

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  74. @badams
    #Digitalzone
    @badams
    #Digitalzone
    Thank You.
    [email protected]
    @badams

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