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Technical SEO for News Publishers

Technical SEO for News Publishers

Slides from my talk at the News and Editorial SEO Summit 2022, where I spoke about key aspects of technical SEO for news publishers.

More info: https://newsseo.io

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Barry Adams

October 26, 2021
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  1. Technical SEO for News Publishers Barry Adams News & Editorial

    SEO Summit - Oct 2021 NewsSEO.io
  2. @badams

  3. @badams @badams Why Technical SEO?

  4. @badams @badams Google Processes Crawler Indexer Ranker

  5. @badams @badams Google Processes Crawler Indexer Ranker Technical SEO

  6. @badams @badams 1. Crawler (Googlebot) Crawler Indexer Ranker

  7. @badams @badams 1. Crawler (Googlebot) ➢ URL discovery ➢ URL

    prioritisation ➢ URL de-duplication ➢ Queue management ➢ HTTP response parsing ➢ TTFB monitoring ➢ Resource management ➢ … ? Crawler
  8. @badams @badams Priority for News Publishers ✓ Rapid crawling of

    newly published articles Crawler
  9. @badams @badams Optimise Crawling (1) • Fast server response time

  10. @badams @badams Load Speed Fast response time = optimal use

    of Googlebot
  11. @badams GSC Crawl Stats

  12. @badams @badams Optimise Crawling (2) • Serve correct HTTP status

    codes ➢ 200 OK ➢ 301 / 302 Redirects ➢ 304 Not Modified ➢ 401 / 403 Permission Issues ➢ 404 / 410 Not Found/Gone ➢ 5xx Error
  13. @badams @badams Optimise Crawling (3) • ALL resources consume crawl

    budget ➢ Not just HTML pages ➢ Reduce HTTP requests per page • Google AdsBot can consume crawl budget ➢ Double-check your Google Ads campaigns • Link equity (PageRank) impacts crawl budget ➢ More link equity = more crawl budget
  14. @badams @badams 2. Indexer Crawler Indexer Ranker

  15. @badams @badams 2. Indexer Indexer ➢ Index selection ➢ HTML

    tokenisation & parsing ➢ Rendering (+++) ➢ Meta tag processing ➢ Canonicalisation ➢ Index sanitation ➢ Calculating PageRank ➢ Quality evaluations ➢ … ?
  16. @badams @badams Priority for News Publishers Indexer ✓ Flawless indexing

    of articles
  17. @badams Indexing = Extraction + Semantics

  18. @badams @badams Extraction Can Google easily extract an article’s content

    from the DOM?
  19. @badams @badams Optimise Extraction (1) • Clean HTML; ➢ Yes,

    really! ➢ There is a max HTML size Google will parse - Speculation: ~1 MB ➢ Less clutter = easier parsing
  20. @badams @badams Optimise Extraction (2) • Clean <head>; ➢ Critical

    meta tags high in the <head> - Title & description - Open Graph - Canonical, hreflang & mobile alternate - Structured Data ➢ Internal CSS & JS lower in the <head>
  21. @badams @badams Optimise Extraction (3) • Uninterrupted article HTML; ➢

    Article to start at <h1> headline and continue in one clean block of HTML ➢ Bells & whistles can be added via CSS and client- side JS
  22. @badams @badams Semantics Can Google understand what the article is

    about?
  23. @badams @badams Optimise Semantics • Well-written content; ➢ Easily identifiable

    entities and relationships • Semantic HTML; ➢ Enables Google to separate style & boilerplate from content • Structured Data; ➢ Makes page contents explicitly clear
  24. @badams Test Entities in Content Google NLP API: https://cloud.google.com/natural-language

  25. @badams @badams Core Web Vitals

  26. @badams @badams Page Experience

  27. @badams @badams Core Web Vitals https://web.dev/vitals/

  28. @badams

  29. @badams @badams https://support.google.com/webmasters/thread/104436075

  30. @badams @badams Search Off The Record podcast https://pod.link/1512522198

  31. @badams @badams Impact?

  32. @badams @badams https://www.sistrix.com/blog/core-web-vitals-is-a-measurable-ranking-factor/

  33. @badams @badams

  34. @badams @badams Core Web Vitals & AMP • CWV are

    measured from the page version a user interacts with; ➢ This is often the AMP version • AMP has a performance cheat advantage; ➢ Preloading & prerendering from the AMP Cache • AMP no longer required for Top Stories on mobile; ➢ Does this mean non-AMP can rank?
  35. @badams @badams Non-AMP = ~27% https://www.newzdash.com/guide/amp-tracker

  36. @badams @badams The Future of Tech SEO

  37. @badams @badams IndexNow https://blogs.bing.com/webmaster/october-2021/IndexNow- Instantly-Index-your-web-content-in-Search-Engines

  38. @badams @badams Live Indexing API https://developers.google.com/search/apis/indexing-api/v3/quickstart

  39. @badams @badams Structured Data Constantly evolving schemas New rich snippets

    in SERPs https://sitebulb.com/structured-data-history/
  40. @badams @badams Structured Data • ‘author.url’ now recommended in Article

    SD
  41. @badams @badams Edge SEO https://dantaylor.online/edge-seo/

  42. @badams @badams https://www.searchpilot.com/resources/blog/edge-seo/

  43. @badams @badams A/B Testing https://www.searchpilot.com/

  44. @badams @badams Less hassle with JavaScript

  45. @badams @badams Better GSC Reports More useful info to empower

    SEOs & Devs
  46. @badams @badams Better Google Documentation

  47. @badams @badams My Tech SEO Tools

  48. @badams @badams SEO Crawlers • DeepCrawl https://www.deepcrawl.com/ • Sitebulb https://sitebulb.com/

    • Screaming Frog https://www.screamingfrog.co.uk/seo-spider/
  49. @badams @badams SEO Review & Monitoring • Little Warden https://littlewarden.com/

    • SEO Info https://weeblr.com/doc/products.seoinfo/current/overview/ • SEOBrowse https://seobrowse.com/
  50. @badams @badams Performance Analysis • PageSpeed Insights https://developers.google.com/speed/pagespeed/insights/ • WebPagetest.org

    https://www.webpagetest.org/ • GTmetrix https://gtmetrix.com/
  51. @badams https://www.seoforgooglenews.com/p/tech-optimisation-articles

  52. @badams @badams Barry Adams ➢ Doing SEO since 1998 ➢

    Specialist in News SEO & Tech SEO ➢ Newsletter: SEOforGoogleNews.com
  53. @badams @badams I’ve Worked With…

  54. @badams @badams Thank You! barry@polemicdigital.com twitter.com/badams