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Google News Optimisation
Barry AdamsPolemic Digital
March 2017
How News PublishersDominate Search
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Barry Adams Doing SEO since 1998 Founder of Polemic Digital Co-Chief at State of Digital
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My Approach to SEOThree Pillars Model:
1. Technology: making your website crawlable & indexable
2. Relevancy: optimising content for the right keywords
3. Authority: links to improve trust & rankings
Technology
RelevancyAuthority
The Three Pillars of SEO:
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Google News
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History of Google News• 2002: initial beta
• 2006: official launch
• 2007: Universal Search
• 2015: Accelerated Mobile Pages
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±11.5% of Google search results have a Google News element
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‘Top Stories’ onebox
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Growth of Mobile
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Mobile News Carousels
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Mobile Publisher Carousels
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Google AMP is mandatory
No AMP
AMP
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Mobile News Visibility
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AMP Beyond News
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• ‘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
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Keeping Google News Clean
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Googlebot-News
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Optimising forGoogle News
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Google News Ranking Factors1. 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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Google News Ranking Factors2. Headline Keyword Matching
Having the keyword in your article headline is the single most important on-page ranking factor.
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Google News Ranking Factors3. Recent News
Google News prefers to show recently published or updated articles, so publish often & update previous articles.
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Google News Ranking Factors4. Content Factors
NewsArticle Structured Data Headlines: max 110
chars Headlines: <H1> Articles: 80+ words Articles: not too long (?) No article fragmentation … many more
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?
Title Not Found
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Special characters are escaped and shown in ASCII code
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Article Fragmented
?
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The article content is not one continuous block in the source code – it is interrupted by the ‘Read More’ block.
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http://www.stateofdigital.com/common-crawl-errors-google-news/
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Leveraging Google Newsfor regular SEO
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News sites dominate Google
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Why?
(Obligatory cat picture)
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Links, links, links, and more links
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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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Leveraging link power
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Topical Hub Pages
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Internal Link Power
Article Links Article Tags
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The Key to Publisher’s Search Domination
• News sites don’t need to build links Their stories gather links with minimal effort
• Internal link power is sent to topical hub pages Through in-article links and article tags
• These topic ages then rank in ‘regular’ organic search Any new article published on the topic gets instant link value
from the hub page
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TheSun.co.uk
Paywall
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TheGuardian.com
Migration
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The Sun vs Daily Mail
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Summarised
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Google News Domination
• ±11.5% of searches have a Google News element
• News publishers can leverage internal link power
• AMP is starting to dominate mobile SERPs
• Technical SEO is very important for news publishers
