Matthew Brown — Not Your Father's Google News

Transcript

1. Not Your Father’s Google News @MatthewJBrown – Moz Flickr: Roadside Pictures
2. Download This Presentation: Bit.ly/GoogleNews2015
3. Remember your first car? Flickr: RobertRD
4. Then you got another one Flickr: John Lloyd
5. Maybe some really nice Flickr: Nakhon100
6. Maybe a fleet of rad cars Flickr: IJsselstein
7. Flickr: John Lloyd What if you still had this car??
8. INTRODUCING GOOGLE NEWS!
9. Some fun* facts about Google News *Actual fun may vary considerably
10. It’s been around forever Only a FOUR YEAR beta!
11. There’s no Matt Cutts
12. Your two best points of contact Stacie Chan and James Morehead
13. It’s all algorithm*
14. A VERY slow moving algorithm
15. They report 76,000 publishers Up from a reported 50,000 in 2013 Source: Google’s NYC publishers summit 7/30/15 Flickr: Chad Cooper
16. # of domains on News.Google ~15,000 (h/t: Jay Leary) - Jay@Moz.com
17. Newzdash tracks tons of News metrics Newzdash.com – Plans: $110-$270 annual
18. Clicks to publisher = #1 metric Source: Google’s NYC publishers summit 7/30/15
19. They don’t want to be ‘in the way’ Source: Google’s NYC publishers summit 7/30/15
20. You’re always in a test group Source: Google’s NYC publishers summit 7/30/15
21. Localization is next
22. They get lots of personalization complaints Source: Google’s NYC publishers summit 7/30/15
23. They fear the filter bubble Source: Google’s NYC publishers summit 7/30/15
24. WHY DO I CARE?
25. They send 6+ billion clicks a month Source: Google News Publisher’s Summit 7/30/15 6% of the 100 billion per month Source: http://searchengineland.com/google-1-trillion-searches-per-year-212940
26. 34% Growth since 2013 75% Growth since 2012 If you’re already in, optimization is worth the effort.
27. Getting in is also a great idea Even with low effort/output
28. It’s consistently a top SERP feature
29. More visibility than many other SERP features
30. News: The QDF Killer
31. News: Panda Defense?
32. News: Mobile (of course)
33. GETTING IN Flickr: Jeff Maysh
34. Don’t assume you can’t get in!
35. Even if you’re not a news site
36. Plenty of room for y’all
37. Heed the basics They aren’t obvious https://support.google.com/news/publisher/answer/40787?hl=en#general
38. Frequency! Multiple times weekly (at LEAST) Flickr: Freaktography
39. Authors + Bylines
40. Contact Info
41. Article Templates
42. Segregate other content
43. Eliminate short form
44. When someone asks you if you’re a blog….
45. OPTIMIZING Flickr: Dave
46. Fair warning: It me
47. Benchmark with VED https://deedpolloffice.com/blog/articles/decoding-ved-parameter https://moz.com/blog/inside-googles-ved-parameter
48. Headlines
49. * Credit Wil Reynolds Don’t HIT ENTER!!
50. New Google Trends
51. Images rule Google News Bigger. Tagged. Same domain. Good aspect ratio. Not-clickable. Go for BIG hero images.
52. News sitemaps 48 hrs of content only. Use this to alleviate crawl nonsense.
53. Pay attention to dates Make sure news sitemap matches!
54. META News Keywords
55. Keep close tabs on markup
56. Video (meh)
57. Editor’s Picks: Gawker’s study here: http://gawkerdata.kinja.com/google-news-editors-picks-as-seo-our- initial-results-1681002004
58. Mobile app URLs
59. Standout tag More info @ http://www.adamsherk.com/seo/success-with- google-news-standout-tag/
60. Yoast Google News SEO plugin
61. Publisher Center
62. Publisher Center
63. RELEVANT Search Console Errors
64. Don’t panic: wonky errors These happen from time to time. Check Publisher Center for the real deal.
65. When you need help… Protip: Be logged into the correct Google account when you do this!
66. IN CONCLUSION: (WHERE I RANT)
67. THANK YOU! Email: mjb@moz.com Twitter: @MatthewJBrown