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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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Transcript

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

    • 2006: official launch • 2007: Universal Search • 2015: Accelerated Mobile Pages
  2. @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
  3. @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
  4. @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.
  5. @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.
  6. @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.
  7. @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
  8. @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
  9. @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
  10. @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
  11. @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>
  12. @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
  13. @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