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The Latest in Technical SEO for News Publishers

The Latest in Technical SEO for News Publishers

Slides from my talk at the 2022 News and Editorial SEO Summit where I gave an overview of the newest developments in technical SEO for news websites.

More info: https://newsseo.io

Barry Adams

October 04, 2022

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  1. #NESS22 NESS22 1. Crawling (Googlebot) ➢ URL discovery ➢ URL

    prioritisation ➢ URL de-duplication ➢ Queue management ➢ HTTP response parsing ➢ TTFB monitoring ➢ Resource management ➢ … ? Crawling
  2. #NESS22 NESS22 2. Indexing Indexing ➢ Index selection ➢ HTML

    tokenisation & parsing ➢ Rendering* ➢ Meta tag processing ➢ Canonicalisation ➢ Index sanitation ➢ Calculating PageRank ➢ Quality evaluations ➢ … ? * Not for news articles
  3. #NESS22 NESS22 New and Updated GSC Reports • Simplified Coverage

    report • Improved Core Web Vitals report • New reports: ➢ HTTPS ➢ Video Indexing ➢ Merchant Listings
  4. #NESS22 NESS22 Edge SEO • CDNs store cached versions of

    your webpages; ➢ Global coverage with edge nodes worldwide ➢ Usually also results in faster crawling and better CWV • You manipulate your CDN cached pages; ➢ Cloud Workers enable a range of functionality • Googlebot crawls & indexes the changed CDN-cached pages; ➢ Your ‘original’ website remains unchanged ➢ Google only sees the changed CDN webpages
  5. #NESS22 NESS22 Why Edge SEO? • Faster deployment; ➢ Bypass

    your developers’ lengthy queues ➢ ‘Ask forgiveness, not permission’ ➢ No reliance on client-side JavaScript • No CMS constraints; ➢ Change pages directly regardless of your CMS capabilities • Testing; ➢ Perform narrow tests on specific site sections ➢ A/B testing for SEO
  6. #NESS22 NESS22 The Dangers of Chasing Algorithms… • It’s hard

    to make sense of Core Algo Updates; ➢ Inherently inscrutable due to Google’s reliance on ML • Avoid wasting resources on ‘busywork’; ➢ Fixing those wayward 301-redirects and occasional 404s isn’t going to make things magically better • Double-down on your strengths; ➢ Best immunisation for Google’s whims is brand power