Over the years I've performed over fifty SEO audits for news publishing websites, and these are the most common issues I find (that are worth fixing):
A #NewsSEO thread... (1/11)
A #NewsSEO thread... (1/11)
NewsArticle structured data is usually implemented the right way.
However, images defined in the SD - both the article featured image and the publisher logo - are often the wrong sizes and aspect ratios.
This can limit visibility, especially in Discover. (2/11)
However, images defined in the SD - both the article featured image and the publisher logo - are often the wrong sizes and aspect ratios.
This can limit visibility, especially in Discover. (2/11)
While most publishers use tags to some degree, their is often little structure or sense to it and left to journo's discretion.
In-article linking to tag pages is often non-existent. This is a lost opportunity, due to the power of internal links. (3/11)
seoforgooglenews.com/p/internal-lin…
In-article linking to tag pages is often non-existent. This is a lost opportunity, due to the power of internal links. (3/11)
seoforgooglenews.com/p/internal-lin…
On many publishing sites, pagination of article lists on category pages is handled with Load More buttons or infinite scroll.
This often makes it uncrawlable for Googlebot, so articles drop off a site's internal link graph when they fall from the 1st page of a category. (4/11)
This often makes it uncrawlable for Googlebot, so articles drop off a site's internal link graph when they fall from the 1st page of a category. (4/11)
E-A-T factors are incredibly valuable for publishers, as Google wants to rank only reputable news sites in its Top Stories & Google News ecosystem.
Author pages & bios and info on editorial policies are often missing from smaller news publishers. (5/11)
Author pages & bios and info on editorial policies are often missing from smaller news publishers. (5/11)
Crawl issues are common on publishing sites, with slow server response time the most typical hindrance. TTFB of >500ms seems to be the norm.
Fast response time = faster crawling, which is crucial for news. (6/11)
Fast response time = faster crawling, which is crucial for news. (6/11)
Navigation, and especially subnavigation, is so incredibly important yet seems to be implemented with little thought on many publishing sites.
Your nav links indicate your topical expertise, as perceived by Google, so craft them carefully. (7/11)
Your nav links indicate your topical expertise, as perceived by Google, so craft them carefully. (7/11)
The constant need to balance monetisation (i.e. ads) with user experience (load speed) is a tough challenge for almost all publishers.
No easy answers here, it's about finding the 'least bad' approach. (8/11)
No easy answers here, it's about finding the 'least bad' approach. (8/11)
Every news site is different, and I approach every new SEO audit with an open visor and (as much as I am able) without preconceived notions.
Many sites do the big things well, but lose ground on the details. And those details all add up to make a big impact. (9/11)
Many sites do the big things well, but lose ground on the details. And those details all add up to make a big impact. (9/11)
Like most things in life, there's not one big change you can make for the better.
It's about doing little things marginally better every day.
That's what I tell my clients. Just try to be a little bit better every day, and the rewards will materialise in due course. (10/11)
It's about doing little things marginally better every day.
That's what I tell my clients. Just try to be a little bit better every day, and the rewards will materialise in due course. (10/11)
For more learnings on all things SEO for news publishers, sign up to my newsletter here:
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END. (11/11)
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END. (11/11)
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