Understanding The Life Cycle And Lifetime Economic Value Of Your News
The two distinct phases of News SEO are the initial 48 hours and the ongoing historical relevance. What you choose to do within the initial two days of a news event will shape how you’re remembered for the following century.
This is normally what makes the CFO and COO pay attention. Generating news is costly, and truthfully, it would be more economical for most people to burn a bonfire with their money every Sunday.
Yet for those entities that establish an ability to optimize news content for SEO, they can eventually disperse the costs and make a profit from the continual traffic. The investment as well as profits generated will prove helpful in a short time.
Google News Is Everything
It is necessary to make the most of your connection with Google News since the first 48 hours when an event has been reported are the point where most of the backlinks and social mentions are made.
Creating a connection with Google News is possible if you are a significant publisher. This differs from Web Search.
They possess their own regulations and are far more eager to troubleshoot any problems with you. By sharpening your presence on Google News, you can remain competitive.
The Social Media Lever
Breaking News and Exclusive News have changed greatly due to the prevalence of social media, which can now be accessed easily by each and every individual.
Remembering that the initial two days after a Breaking News story or exclusive report is the factor that determines how successful it will be in search engines, there is not a more powerful tool than using Social Media as a resource.
Apart from the benefit of direct web traffic, mentions on Social Media are worth a great deal as a confirmation to both Google News and Google Web Search.
It is critical not only to consider the number of social mentions you get, but also the speed of these, how dependable they are, and how they have been pieced together in order to determine the correct categorization.
It is frequently observed that lesser-known publishing outlets will be the first ones to break a news story, after which more credible sources of information will cite them. Consequently, the more established sources end up receiving the majority of search engine traffic and top places in Web Search search results.
Engines have become more efficient in deciphering and classifying the origins of text, but Web Search may need several weeks in order to identify the primary source.
Many major news outlets (and outlets overall) still consider their Social Media accounts to be like one-directional newsletters. They then question why all the people in the financial world who have influence on the different subject matters their rivals write about are mentioning them.
If you don’t have an Influencer Strategy, you’ve not only blocked Social News traffic, but have also erased your chances of becoming good at News SEO.
Content Syndication And Content Aggregation
It is likely that if you are distributing news material, you are both sending your material to other news outlets and also taking in content from additional news, media, and wire resources.
This leads to a considerable amount of disorientation for the motors. Specifically, for the situation I referred to earlier, when another credible source distributes their content simultaneously as yours and has superior marketing/influence capabilities.
The present strategies are more complex, but in most circumstances, publishers can benefit from applying cross-domain rel=canonical or attribution links so that search engines get a clear signal of where the content originated.
Your Business Development group needs to be taking this into account while they negotiate, or else they could miss out on potential customers as well as increase their chances of a penalty from Google Panda.
The Google News “One Box” is not the only way to get around using other reliable websites. It can be said that utilizing Image Search is likely the second most effortless means of increasing the amount of results.
ESPN has a page for Tim Tebow with ratings and a top Image result. And that Image result is above the fold, too.
Ensure that the capacity to optimize images is incorporated into your content management system and processes.
Take Advantage Of Schema.org And Microdata
The hits don’t stop there. The Schema.org protocol and the incorporation of Microdata (Rich Snippets) offer a way to not only improve page ranking, but also to considerably grow the clickthrough rates of the pages which make it to the top of the rankings.
The difference in attractiveness and helpfulness of the search result compared to others is due to the Schema.org markup that has been added. It is still early days for publishers to begin using Rich Snippets, so get started as soon as possible.
Rel=”Author” And The Notion Of AuthorRank
Google has invested many resources into building trust and good reputations for individual authors, similarly to how they have implemented something like PageRank for website addresses. It also helps them sort out canonicalization issues.
For our customers utilizing the Rel=”Author” markup for their authors/contributors, we have observed single-page operation increase by multiple digits because of the attractive author images that appear next to the search results.
Video Was The Net Winner Of Google Panda
Google Panda is a ruthless tracker of websites engaging in low-quality practices. Once Google Panda began, it was quickly clear that Google had substituted many video results in the top page of SERPs instead of the low quality content removed.
This is another place where reliable news providers can succeed greatly, and, credit must be given to Google, given that video is usually an indicator of excellence. The expense of creating video content that leads to numerous online references is too pricey for the majority of spammers to bear.
A helpful suggestion: Your YouTube Channel will be more successful than your website address; this is a dilemma in and of itself, but it is part of how Google organizes their search engine results.
There is a video component to Schema.org, too. Be sure to add markup to your web page’s code. Do not use the standard set-up of several popular video player tools, and anticipate that you will receive any search engine traffic. Each video needs its own page URL.
Print publishing newsrooms have survived for many years by creating headlines that are attractive to readers, often without regard for how searchable they are by search engines (like the Barack Obama debate example).
We can give writers a chance to capture viewers’ attention in the first two days with their headline, but in order to draw continual search engine traffic over a longer period, the title of the page should be keyword-filled and attractive.
In order to accomplish that, journalists or editors need to be knowledgeable in keyword research.
All About Top Stories Boxes on SERPS
This is always a fun one. When a publisher says we want traffic from Google News, they don’t actually mean Google News as in the news.google.com vertical.
The Headline Is the Key Optimization
This is always a fun one. Again, in classic SEO, we look at title tags as a primary on-page SEO element. And in the news, the title tag is almost irrelevant. Google looks at the article headline page, specifically the headline that is part of the article structure data in the source code.