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The State of SEO for Google News

The State of SEO for Google News

Slides from my talk at the Glide Publishing event in December 2022 where I gave an overview of the state of SEO for news publishers, with a focus on best practices for technical SEO and editorial SEO for Google News.

Barry Adams

December 21, 2022
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  1. The Current State of Google News SEO
    Barry Adams
    December 2022

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  2. Barry Adams
    ➢ Doing SEO since 1998
    ➢ Specialist in Technical SEO & News SEO
    ➢ Newsletter: SEOforGoogleNews.com

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  3. I’ve Worked With…
    https://www.polemicdigital.com/about/clients/

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  4. Google Giveth, and Google
    Taketh Away…

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  5. What you can do?
    • Nothing.

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  6. Or can we..?

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  7. Web Search Engines
    Crawling Indexing Ranking

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  8. The Three Pillars of SEO
    Technology
    Relevancy
    Authority

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  9. Relation to Web Search
    Technology Crawling
    Relevancy Indexing
    Authority Ranking

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  10. Technical SEO

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  11. Optimise for efficient crawling

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  12. Optimise Crawling
    • Server Response Time

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  13. Optimise Core Web Vitals

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  14. The Great AMP Deletion

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  15. https://kurtgessler.medium.com/what-happened-when-we-disabled-
    google-amp-at-tribune-publishing-2fa65a2f2a40

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  16. Google has removed AMP from documentation

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  17. Caveat: You need good Core Web Vitals

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  18. Optimise for Article Extraction

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  19. Indexing
    =
    Extraction + Semantics

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  20. Extraction
    Can Google easily extract an
    article’s content from its HTML?

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  21. Semantics
    Can Google understand what
    the page is about?

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  22. Editorial SEO

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  23. Optimise Headlines
    • Title: This is the article title
    • Page Heading:
    • SD ‘headline’:

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  24. Optimise intros/summaries/ledes

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  25. Optimise internal linking

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  26. https://www.seoforgooglenews.com/p/internal-linking-topic-pages

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  27. Optimise URLs

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  28. https://www.seoforgooglenews.com/p/everything-urls-news-publishers

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  29. Quality & Authority Signals

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  30. E-A-T in Action
    • Define authors;
    ➢ Author pages with bio, social media links,
    schema.org/Person markup
    • Focus on editorial specialities;
    ➢ Don’t try to be everything to everyone
    - Unless you’re one of the big national publishers
    • Separate news from opinion;
    ➢ Google wants to rank ‘unbiased’ news

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  31. Wrapping up…

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  32. Success in Google News
    1. Enabling fast crawling & indexing;
    ✓ Strong technical foundations
    2. Optimise your output;
    ✓ Editorial best practices
    3. Build your authority;
    ✓ E-A-T & topical expertise
    4. Don’t worry too much about Google’s algorithms;
    ✓ They’re impossible to predict

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  33. https://www.SEOforGoogleNews.com

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