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@badams #Digitalzone @badams #Digitalzone Optimising for Google News Barry Adams Polemic Digital

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@badams #Digitalzone

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@badams #Digitalzone @badams #Digitalzone What is ‘SEO?’

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@badams #Digitalzone

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@badams #Digitalzone Web Search Engines Crawler Indexer Ranker

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@badams #Digitalzone

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@badams #Digitalzone The Three Pillars of SEO Technology Relevancy Authority

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@badams #Digitalzone Relation to Web Search Technology Crawler Relevancy Indexer Authority Query Engine

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@badams #Digitalzone @badams #Digitalzone Google News

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@badams #Digitalzone History of Google News • 2002: initial beta • 2006: official launch • 2007: Universal Search • 2015: Accelerated Mobile Pages

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@badams #Digitalzone

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@badams #Digitalzone

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@badams #Digitalzone

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@badams #Digitalzone ?

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@badams #Digitalzone ±11.5% of Google search results have a Google News element

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@badams #Digitalzone ‘Top Stories’ onebox

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@badams #Digitalzone

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@badams #Digitalzone Growth of Mobile

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@badams #Digitalzone Mobile News Carousels

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@badams #Digitalzone Mobile Publisher Carousels

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@badams #Digitalzone

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@badams #Digitalzone Accelerated Mobile Pages

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@badams #Digitalzone

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@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

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@badams #Digitalzone AMP is mandatory No AMP AMP

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@badams #Digitalzone

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@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

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@badams #Digitalzone Keeping Google News Clean

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@badams #Digitalzone @badams #Digitalzone Optimising for Google News

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@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.

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@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.

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@badams #Digitalzone

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@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.

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@badams #Digitalzone Google News Ranking Factors 4. Content Factors ➢ NewsArticle Structured Data ➢ Headlines: max 110 chars ➢ Headlines:

➢ Articles: 80+ words ➢ Articles: not too long (?) ➢ No article fragmentation ➢ … many more

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@badams #Digitalzone

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@badams #Digitalzone

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@badams #Digitalzone Title Not Found

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@badams #Digitalzone

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@badams #Digitalzone Article Fragmented

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@badams #Digitalzone

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@badams #Digitalzone Google News Crawling & Indexing Crawler Indexer Ranker

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@badams #Digitalzone HTML Parser

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@badams #Digitalzone http://www.stateofdigital.com/common-crawl-errors-google-news/

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@badams #Digitalzone @badams #Digitalzone Leveraging Google News for regular SEO

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@badams #Digitalzone News sites dominate Google

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@badams #Digitalzone Why?

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@badams #Digitalzone Links, links, links, and more links

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@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

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@badams #Digitalzone Leveraging link power

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@badams #Digitalzone Topical Hub Pages

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@badams #Digitalzone Internal Link Power Article Links Article Tags

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@badams #Digitalzone https://econsultancy.com/blog/65433-why-internal-links- and-hub-pages-are-a-major-factor-in-seo-success/

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@badams #Digitalzone @badams #Digitalzone Don’t Overdo It!

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@badams #Digitalzone 17 internal links to topic pages 4 internal links to topic pages

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@badams #Digitalzone TheSun.co.uk Paywall

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@badams #Digitalzone The Sun vs Daily Mail

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@badams #Digitalzone @badams #Digitalzone Newspocalypse

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@badams #Digitalzone

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@badams #Digitalzone

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@badams #Digitalzone “Stay In Your Lane” update

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@badams #Digitalzone

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@badams #Digitalzone

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@badams #Digitalzone What’s Coming?

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@badams #Digitalzone Speakable { "@context": "http://schema.org/", "@type": "WebPage", "name": "Jane Doe's homepage", "url": "http://www.janedoe.com", "speakable": { "@type": "SpeakableSpecification", "cssSelector": ["headline", "summary"] } }

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@badams #Digitalzone NewsArticle Extensions ➢ AnalysisNewsArticle ➢ BackgroundNewsArticle ➢ OpinionNewsArticle ➢ ReportageNewsArticle ➢ ReviewNewsArticle

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@badams #Digitalzone

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@badams #Digitalzone

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@badams #Digitalzone https://newsinitiative.withgoogle.com/

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@badams #Digitalzone @badams #Digitalzone Summarised

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@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

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@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

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@badams #Digitalzone @badams #Digitalzone Thank You. barry@polemicdigital.com @badams