How do you keep the news up to date when the news breaks?
It was a difficult task alone. But publishing success isn’t just about managing Google News. It is far away.
Building a news business requires a lot of revenue driven by media, information / training resources, and a continuing audience, as well.
SEO for news organizations is a special beast, and an opportunity to act at breakneck speed.
Markets in this space are constantly challenged with new looks and access to Google’s research, competitive edge, and evolving understanding of what to do with news … well, news.
Here’s a small taste of the interesting discussions you may have missed on the first day of NESS, the News broadcast and SEO Summit from the NewsSEO.io community.
1. E-A-T and News SEO with Lily Ray
“Google News and Google Discover are probably the two most important E-A-T components,” said Lily Ray, Sr. Director of SEO and Head of Physical Research at Amsive Digital.
Lily shared advice from Danny Sullivan’s recent GNI Community News Summit in his discussion on the importance of E-A-T in the news.
Google doesn’t want to see all the news written by “Not Employed,” he said. Show readers and explore the engines behind your items.
Google builds an understanding of the ownership of your website over time and doesn’t understand the concept of branding, either.
Some believe that big signs have a special benefit. But in specifics and especially for news, Google is developing an understanding of which topics the E-A-T website is covering for, rather than, Ray explains.
Bookmarking is one of the most underused opportunities in SEO, Ray said in his ad, in the sense that it is one of the first things he sees with a newcomer to publishing.
He used an example from People.com to show how publishers can satisfy landing pages by adding FAQs, videos, photos, contact labels, and more.
Ray also advised publishers to cut out their landing pages and check key performance.
Creating a lot of content on a topic you don’t categorize well can be a waste of resources, he explained. And poor page performance can be a sign that Google doesn’t see much E-A-T in your content on that topic.
Later in his introduction, Ray shared that he saw the negatives to organic perform better in Discover. This led him to question whether there was another comparison of Google’s E-A-T or weight for Discover content, he said.
So you should focus on cultural exploration and Discovery together.
Cases that ask a question on a topic are usually good in Discover, for example.
About: A guide to rankings for Google News, Top Stories, and Discover
2. Making Good Use of Google Tools & Schema Markup for News SEO
Valentin Cornez is the Global Leader and Founder of Google Insights tools for publishers.
In his announcement, Cornez shared, “Most news outlets don’t use the correct label on their pages. We recommend that publishers have a newsletter on every page. “
He added, “If you have a video on your site, use the video object tag. Make sure you’re increasing your chances of showing it in multiple snippets.”
Valentin recommends that publishers use free Google -provided tools as part of his Google News Initiative:
Image from Google News Initiative, October 2021
3. Fresh vs. Evergreen Content Tips From The New York Times
“Keep the time stamp fresh. In the case of news, readers don’t want to look too old. Newness is the key, ”said Christine Liang, Senior Editor of SEO at The New York Times, in her introduction.
What can trigger a timeline update?
For green feeds, NYTimes uses the/text/format to replace the/year/month/day format for time -sensitive news.
Liang added that he has seen other media organizations put the file and save lives on the root.
Realted: What is Evergreen Content & amp; Why Should You Think?
4. Experts Debate Dates in URLs: Yay or Nay?
In addition to his wonderful introduction, Barry Adams was present throughout NESS to answer questions from participants. One participant asked if dates should be displayed in URLs, whether for news or live events?
“I’m not a fan these days on URLs but I’ve seen advertisers use it and it doesn’t seem to bother the situation,” Adams replied.
“Also, Google SERPs no longer display URLs, so the presence of the date in it cannot be identified directly by graduates before clicking,” he added.
“One of the problems I’ve seen lately with Google URLs is showing the wrong date in the SERPs,” Dan Smullen from Mediahuis IRL said in the interview.
Participants from Conde Nast, Future PLC, and other media companies confirmed that they also see this.
Liang said, “The inaccuracy of the date is a very painful disease. we try to remove as many conflicting symbols as possible (or try to use the same) on the page.
And Kyle Sutton from the USA TODAY network said, “Google can also display a specific date on a page, such as the first time it was published, where it can display a specific story even if constantly updated. “
The discussion above prompted Edward Hyatt from the Wall Street Journal to ask about the section, “Do we think dates in URLs are a thing of the past? Is it important to move forward?”
The consensus among respondents is that any SEO impact from making a date to the URL is a thing of the past, with one just saying, “Dinosaur.”
Mara Model of Hearst Magazines echoed the sentiment and explained, “I think the days in the URL have had an impact – Google loves new things. Now I think it’s back to the absence of dates to the URL and find the functional heritage. Just my opinion. “
5. Promotional Links in News Content
Melissa Fach from Kelley Blue Book and Autotrader asked, “The internal links you use in ads or ads, say for example, to motivate someone to buy a product, can affect Google News in? Do those links affect authority? ”
All Ray, who provided the Q&A, and the event organizer, John Shehata, agreed that the inclusion of promotional links in ads or ads does not affect Google’s perception of the authority of your website.
However – and that’s a big penalty – it’s assumed that you’re using appropriate Sponsored or NoFollow tags for those links.
The best idea is that you’re clearly showing trust in your stuff, they said.
About: When to Use Nofollow on Links & amp; If Not
More Hot News SEO Topics from NESS
When asked which NESS teachings are surprising or most important, Oleg Korneitchouk from Business Insider said, “The speed and earlyness to publish is so important that the more you publish a short story. just the first, and then update the articles later (which also helps. with the timestamp + maybe punching headers). ”
Getting visitors to sign up for your newsletter is also important. In that regard, NESS tweeted:
Make sure you include the signature option somewhere in your article, and do it well! Make sure the design of this is different from the rest of your article, use different colors/shapes to make it stand out💥 #NESS #NESS21 pic.twitter.com/mgTjyZR54G
– NewsSEO (@NewsSEO_) October 26, 2021
The SEO special “light bomb” dropped by Barry Adams is the golden light for SEO news, where indexing wins the race, says Dan Smullen.
“The effect of maximizing server response times, & amp; monitoring the use of Adsbot in GSC could affect the entire budget, ”he tweeted.
Smullen also cited Liang’s advice on publishing cat tragedy stories of 50-100 words of text that are available in constant updates as a highlight from the first day of the NESS.
“You don’t need to print 500 word stories correctly, just prioritize important parts” @csmliang #NESS #NESS21 pic.twitter.com/gXIeWYJJ6D
– NewsSEO (@NewsSEO_) October 26, 2021
The NESS is hosted by NewsSEO.io, an organization that has been described as “the largest social network on the internet for all SEO, Audience Development & editors working for media, news & media. ”
Photo credit: Viktoria Kurpas/Shutterstock