“Google News Optimization: How to Boost Your Site’s Visibility & Traffic - Search Engine Journal” plus 2 more

“Google News Optimization: How to Boost Your Site’s Visibility & Traffic - Search Engine Journal” plus 2 more


Google News Optimization: How to Boost Your Site’s Visibility & Traffic - Search Engine Journal

Posted: 14 Aug 2019 05:46 AM PDT

Google News has changed dramatically since the "beta" version was launched back in September 2002. And many of the best practices for optimizing your news content have changed significantly, too.

But, some of the fundamentals of Google News optimization haven't changed at all over the past 17 years.

The key to optimizing your news content for visibility and traffic is figuring out what has changed and what hasn't.

For example, Google News is still a news search engine despite the fact that Google announced "the all-new Google News" on May 8.

In the announcement on Google new official blog, The Keyword, Trystan Upstill, a Distinguished Engineer and the Google News Engineering and Product Lead, wrote:

"The reimagined Google News uses a new set of AI techniques to take a constant flow of information as it hits the web, analyze it in real time and organize it into storylines. This approach means Google News understands the people, places and things involved in a story as it evolves, and connects how they relate to one another. At its core, this technology lets us synthesize information and put it together in a way that helps you make sense of what's happening, and what the impact or reaction has been."

In other words, computer algorithms may have been updated, but they still determine which stories, images, and videos appear in Google News results, and in what order.

So, if you conduct a news search, you'll still see "relevant" news, magazine, and video stories as well as press releases in the results.

Ironically, the information about ranking in the Google News Publisher Help Center doesn't mention "relevance." It says:

"Ranking in Google News is determined algorithmically based on a number of factors, including:

  • Freshness of content
  • Diversity of content
  • Rich textual content
  • Originality of content
  • User preferences for topics or publishers…"

Does this mean that you don't have to think about the words users would type to find your news content and no longer need to make sure that your news, magazine, and video story or press release actually includes those words within it?

Get real.

Although the revamped Google News app uses machine learning to adapt to a user's habits and routines over time, enabling it to recommend personalized content in the "For you" section, that doesn't mean it now shows users irrelevant results when they conduct a news search.

In fact, if you conduct a news search for "machine learning," you won't see content about "influencer marketing" – even if that's a topic that you've also used Google News to search for recently.

So, how do you optimize your news content for visibility and traffic today?

1. Conduct Keyword Research to Find News Search Terms People Are Likely to Use

Well, the first step in Google News optimization is conducting keyword research to find 85% of the news search terms that people are likely to use. How do you do that?

If you have the time to plan a feature article or press release on "back to school", then use the Explore tool in Google Trends.

And although "Web Search" is the default setting, use the "News Search" option to discover that news search interest in "back to school" spikes in late July and early August in the U.S.

But, if you need to conduct keyword research on the fly, then use the Autocomplete feature in Google News.

Type in "back to school" and Autocomplete will make some predictions. These predictions are possible news search terms related to what you're looking for and what other people have already searched for.

As I was writing this, Autocomplete showed me that other people had already searched for:

  • "back to school shopping"
  • "back to school supplies"
  • "back to school sale 2019"
  • "back to school Apple"
  • "back to school allowance"
  • "back to school bash"
  • "back to school snacks"
  • "back to school backpacks"
  • "back to school tips"

Raise your hand if you've already guessed that these terms are listed in order of their relative popularity.

What about the other 15% of the news search terms that people are likely to use?

Well, in April 2017, Ben Gomes, Google's VP of Engineering, wrote in The Keyword:

"15 percent of searches we see every day are new—which means there's always more work for us to do to present people with the best answers to their queries from a wide variety of legitimate sources."

So, if you've got a truly newsworthy story or you're launching an exceptional new product, then you can coin your own news search term and discover if you get lucky.

2. Write a Clear, Concise Headline

Despite getting revamped, Google News continues to rely heavily on page titles to determine ranking.

Your news, magazine, and video story or press release's headline is its page title.

For proper indexing by Google News, your headline should be between 2 and 22 words.

And avoid puns or plays on words.

Why?

They can confuse humans as well as news search engine algorithms.

3. Use Subheads & Text Formatting for Emphasis

What about subheads? Well, they're a good place to incorporate additional keywords that aren't in your headline.

They also provide early supplemental guidance to readers as they decide whether to continue reading longer news content.

In addition, bold, italic, underlined, and bulleted text help:

  • Emphasize key points in your article.
  • Break up your content into easily digestible sections.
  • Provide visual cues for skimmers to quickly pick up the gist of your news.

So, use them – judiciously.

4. Question the Conventional Wisdom That Says: Keep It Short

Now, I'm often asked, "How long should optimized news content be?"

But, there is no simple formula for calculating how long your article or release should be in order to be optimized for Google News.

But, it's time to question the conventional wisdom that says: Keep it short.

Unfortunately, short content provides the wrong answers to some of the questions that Google engineers use to assess the "quality" of an article, according to a post in Google's Webmaster Central Blog by Amit Singhal, who was a Google Fellow back in May 2011:

  • "Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?"
  • "Does the article provide original content or information, original reporting, original research, or original analysis?"
  • "Does the article describe both sides of a story?"
  • "Does this article provide a complete or comprehensive description of the topic?"
  • "Does this article contain insightful analysis or interesting information that is beyond obvious?"
  • "Would you expect to see this article in a printed magazine, encyclopedia or book?"
  • "Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?"

To confirm that this advice still holds true, I conducted a news search on July 21 for "machine learning" and "What Is Machine Learning?" ranked higher than more recent articles.

Written by Ben Dickson of PCMag.com, this article is 1,528 words long.

I also conducted a news search for "back to school", and "Missed Amazon Prime Day? You can still find the best back-to-school deals" ranked higher than more recent news stories.

Written by AJ Horch of CNBC, this story is 715 words long.

Finally, I conducted a news search for "GEICO", and "Road Trip: GEICO Says Make It Memorable and Make It Safe" was ranked #1.

This press release was distributed by Business Wire and appeared on Yahoo! Finance. It included an infographic and was 507 words long.

So, conduct your own news searches for a couple of your target search terms and find out just how long your optimized news content should be.

It may vary, but I'd be shocked, shocked to find it was "short."

5. Include Photos & Videos

Although rich textual content is important, so are photos and videos.

Google News displays images associated with articles included in its index, although it sometimes pairs relevant images with articles from different sources.

Here are some tips to increase the likelihood that your images are included in Google News:

  • Use images that are relevant to the story rather than logos or captions.
  • Use Schema.org or og:image tags to make it clear to the image crawl which image you'd like to be the thumbnail image next to your article.
  • Use standard filename extensions, like .jpg, .jpeg, or .png.
  • Size your images to at least 60 x 90 pixels.
  • Use images that have reasonable aspect ratios.
  • Format your images as inline.
  • Place your images near their respective article titles.
  • Label your images with well-written captions.

Google News also recognizes the importance of video content.

If you have a news site, then Google News can crawl your YouTube channel and MP4 videos embedded within articles on your site.

Google News has a number of guidelines for video content to provide the best user experience as well as to maintain fairness and consistency when determining what content is included.

Before submitting your YouTube channel to their team for consideration, you should review these guidelines from Google:

  • Video channels included in Google News should primarily consist of content that reports on recent events. It rarely includes channels that mainly contain how-to videos, advertisements, trailers, video blogs, or music videos.
  • All the content included in your videos, such as music, images, and text, should be your own or used with permission. Google News respects copyrights and follows the DMCA guidelines for handling disputed copyrighted material.
  • A little bit of context for videos can be extremely useful for viewers. Make sure your channel's videos include relevant descriptions, useful titles, and basic information about your website or organization.
  • Videos should be easy to understand with clear audio and images that are in focus. Google News is also more likely to include channels that are updated regularly.

6. Add Meaningful Links

It's okay to use links in your story or release to direct your audiences to relevant additional content.

This includes:

  • Sidebars and photo galleries for readers.
  • Campaign-specific landing pages and product purchase pages for customers.

By placing relevant, context-appropriate links, you'll drive measurable traffic to this related content and improve the user's experience.

Editorial placed links, which Google calls "natural links", can provide you with an earned media SEO benefit.

But, links that aren't editorially placed, also known as "unnatural links", can be considered a violation of Google's guidelines.

That's why links in press releases in Google News employ "no follow" tags. While these links may not enhance your SEO, they can still drive traffic to your website – and that isn't chopped liver.

7. Measure the Impact of Google News

If you're a publisher, there are two ways to track how your content is performing according to Google News.

If Google News crawls the content on your site, then you can look for HTTP referrer values to separate traffic from Google News from the rest of your traffic.

Incoming readers with referrers of "news.google.com" or "news.url.google.com" are from Google News.

You can use your Google Analytics to conduct further analysis of both your standard HTML and Accelerated Mobile Pages (AMP) articles.

If you provide licensed content via RSS feeds or AMP via Google News Producer, then you can track direct traffic to your site using the news.google.com and news.url.google.com referrers.

In addition, you can set up tracking in Google News Producer that provides more detail and track content that is rendered natively within the Google News Android and iOS apps.

If you're optimizing a press release, then you can use Google's free Campaign URL Builder tool, which enables you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics.

I did this recently for a public research university that launched a new online program.

We used Google Analytics to get a picture of our users' Acquisition-Behavior-Conversion (ABC) cycle:

  • How we acquired users.
  • Their behavior on our site after acquisition.
  • Their conversion patterns.

I was able to report that the release had driven 301 users to their site, who visited a total of 558 sessions.

These users looked at an average of 4 pages per session, which had an average duration of 3-and-a-half minutes. And 100 users converted into soft leads (clicked on an Apply Now link), while 30 converted into hard leads (filled out a form).

To Sum Up

In closing, I should remind you that Google News is constantly changing.

So, I should probably add a "Best if used by (or before)" date to some of the tips in this article.

But, I should also note that other advice hasn't changed in years.

This means the trick to Google News optimization is continuing to figure out what's really new under the sun and what's old as dirt.

More Resources:

Four Ways to Come Up with New B2B Blog Topics - Business 2 Community

Posted: 13 Aug 2019 11:03 AM PDT

As you know, managing a B2B blog on your organization's website can be an effective content marketing tactic for your business to use to demonstrate your expertise in the industry as well as drive traffic back to your website. However, consistently coming up with new content can sometimes be creatively draining and there may be days when you simply cannot come up with your next blog post idea.

If this sounds like a challenge you've faced in the past, here are four easy ways to stay away from a writing rut:

Research your audience's interests and pain points

The first step to take when brainstorming new ideas is to see what is trending in your industry. Find what keywords or topics are of interest to your audience to direct your writing. One useful brainstorming tool you can use is BuzzSumo, an easy-to-use tool that analyzes what content performs based on social media engagement and number of links. BuzzSumo puts everything together in one place to help ensure you reach the right audience with unique, high-quality content.

Another useful tool to consider using to research your audience's interests is Google Trends. Google Trends allows you to gauge consumer search behaviors over time by providing you with trending search data on specified keywords. These results can help influence topics that you want to focus on when writing a new blog post.

Answer the Public is another great tool to use to brainstorm ideas as it visually displays a web of questions and prepositions with your keyword in it. Answer the Public helps determine why people are searching for certain words and phrases and helps supplement SEO efforts.

Scan your favorite industry blogs for inspiration

Keep a bookmark folder in your browser of your favorite blog posts to reference for new ideas or use content aggregation and curation tools like Feedly or Flipboard. With these tools, you can create your own topic boards and gather content from various publications, blogs and media outlets to easily see their latest articles in a stream or feed view. If you see multiple blogs being written on the same topic from the various sources you follow, you may want to consider writing about that subject as well.

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As you read, keep an open notepad to write down quotes or statistics that stick out. You can leverage these as engaging social media graphics and include them in your blog content. Once you've read through a few blogs and articles, highlight and organize the phrases that relate to each other. Find common themes or threads of information that could be expanded on further.

Keep a running brainstorm list

Write every idea down! Even the mediocre brainstorm sessions can flourish into great ideas with a little bit of time and a fresh mindset on a new day. Utilize online blog topic generators like Hubspot's to help you think of new ideas.

When it's time to get started on a new blog, you already have topic ideas to pick from instead of wasting time researching and trying to find another topic.

Never stop adding to your list. Each moment you have a burst of an idea, be sure to write it down so that you don't lose it later. Your list will continue to grow and your blog will be regularly updated with new content.

Interview a co-worker or industry-experienced colleague

Some of your greatest resources are seated at the desks near yours. Set aside time to discuss ideas or set up an interview with your colleagues who are subject matter experts in your industry. It doesn't have to take long either. Be proactive and come with a topic to discuss or questions to ask. The content created during the meeting is both original and already tailored to align with your business views. We utilize this tactic with our Four Questions Answered blog series.

Keeping up with new B2B blog topics doesn't have to be a tedious or time consuming task when your idea pool is always filled. Talk with the knowledgeable people around you. Write down every idea so you can pull from your list later. Research your audience's interests and behavior trends and browse through other blogs or organize them in a content aggregation tool.

Fishing Rods Market Forecast, Trend Analysis & Competition Tracking - Global Market Insights 2019 - 2029 - Yahoo Finance

Posted: 14 Aug 2019 04:12 AM PDT

NEW YORK, Aug. 14, 2019 /PRNewswire/ --

The newly published research study on the Fishing Rods Market offers a holistic overview of the market with exclusive insights, backed with historical data and forecast on the fishing rods market. A detailed assessment of the market and the factors influencing the fishing rods market growth are also included in the extensive market study. The inclusion of micro- and macro-economic factors that play a crucial role, the market dynamics including trends, challenges, growth opportunities and key market drivers makes this study a crucial business intelligence tool. The report also includes segment-wise and region-wise evaluation along with competitive landscape of the fishing rods market.

Read the full report: https://www.reportlinker.com/p05803573/?utm_source=PRN

Chapter 1 - Executive Summary

This chapter focuses on the key findings pertaining to the fishing rods market. It also includes details assessment of trends and opportunities in the fishing rods market. The summary of key statistics and market characteristics is also included in this chapter.

Chapter 2 - Market Overview

This chapter provides a brief introduction of the fishing rods market with the inclusion of market definition and market taxonomy. The chapter allows the readers to get a gist of the overall market.

Chapter 3 – Associated Industry and Key Indicator Assessment

This chapter provides a detailed background of the fishing rods market from the evolution of fishing rods, parent market assessment, and a detailed overview of the associated industries and key indicators with the help of key market numbers and related statistics. The report also includes value chain analysis, PESTE analysis, key macro-economic factors and forecast factors, allowing readers to get a glance of the market background. The sports fishing participation demographics and STP analysis is also included in the report.

Chapter 4 – Market Dynamics

This chapter sheds light on the key dynamics of the fishing rods market including market drivers, key challenges, and key market trends. Readers can understand the factors that are pushing the growth of the market, along with factors that hinder the growth of the fishing rods market.

Chapter 5 – Social Media Sentiment Analysis

This chapter offers various perspectives of keyword "fishing rods" on social media, including Google Trends, and Social Mention. The score of key sources for fishing keyword included in the chapter further helps readers in understanding the market in-depth.

Chapter 6 – Survey Analysis

This evaluation of fishing rod consumer and manufacturers survey in covered in this chapter.

Chapter 7 – Price Point Analysis

This chapter provides a pricing analysis of the fishing rods market with average prices for Fishing Rods in US$ per unit by rod type. The section also covers a pricing analysis for the key regions. Key factors impacting the pricing has also been discussed in this chapter.

Chapter 8 - Global Fishing Rods Analysis and Forecast

This section of the report offers an analysis of the segments in which the fishing rods market is divided. The market is segmented according to rod type, flex type, rod weight, sales channel, and region. The further division in sub-segments provides details on the growth of the fishing rods market. All the segments include critical numbers in the form of value, volume and year-on-year growth.

Chapter 9 - North America Fishing Rods Analysis and Forecast

This chapter statistics with respect to year-on-year growth and market attractiveness on fishing rods in North America. All other segmentations are covered in the chapter include statistics for U.S. and Canada.

Chapter 10 - Latin America Fishing Rods Analysis and Forecast

This chapter provides an assessment of the fishing rods market in Latin America with the inclusion of a year-on-year growth assessment and market attractiveness. The chapter also includes statistics for Brazil, Argentina, Mexico, Chile, Peru and Rest of Latin America.

Chapter 11 - Europe Fishing Rods Analysis and Forecast

This chapter incorporates statistics including year-on-year growth and market attractiveness on fishing rods market in Europe. The report provides a statistics for Germany, France, Italy, Spain, U.K., BENELUX, Nordic and Rest of Europe, in this section.

Chapter 12 – CIS and Russia Fishing Rods Analysis and Forecast

This chapter provides a detailed overview of the fishing rods market in CIS & Russia with key market numbers and statistics.

Chapter 13 - Japan Fishing Rods Analysis and Forecast

This chapter provides a detailed overview of the fishing rods market in Japan with key market numbers and statistics. The section also offer a y-o-y analysis and market attractiveness.

Chapter 14 - APEJ Fishing Rods Analysis and Forecast

This chapter offers key statistics on fishing rods market in APEJ on the basis of market value and size. The chapter also includes statistics for Greater China, ASEAN, Oceania, South Korea, India and Rest of APEJ, along with a y-o-y growth analysis and concludes with market attractiveness.

Chapter 15 - MEA Fishing Rods Analysis and Forecast

This chapter offers key statistics on the fishing rods market in MEA. The chapter also includes statistics for South Africa, GCC Countries, Turkey, Iran and Rest of MEA, along with a y-o-y growth analysis and concludes with market attractiveness.

Chapter 16 – Competitive Assessment

This chapter offers a detailed understanding of the key competitors in the fishing rods market in a unique dashboard representation. The section also provides market structure analysis, as well as market share analysis of leading market players. The key developments and strategies adopted by fishing rods competitors is included in the report.

Chapter 17 – Fishing Rods Market Vendor Analysis

This section includes an individual profile of the key competitors in the fishing rods market. Their present market position has been discussed in terms of company description, offerings, key strategies and developments, regional presence, fishing rods market share and SWOT analysis.

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