As the world moves to the digital space, many companies and even news organizations are looking for ways to fill the demand for engaging and captivating content. Established news organizations are turning to SEO strategies to get their content visible within search engines like Google to meet these demands. However, how does SEO for news work? We’ll be taking a look at how SEO is taking over the world of news.
What Is SEO for News Websites?
SEO is short for search engine optimization. Businesses use SEO services to get their website visible within search engine results pages (SERP).
SEO works by targeting specific keywords within search engines that are closely related to a story or service. Having dedicated landing pages that’s full of engaging content revolving around that keyword can help with getting your website or story visible.
The higher the ranking for the website, the more likely it is to be visible, thus having an edge over competitors in the industry.
However, SEO for business websites and SEO for News Websites unique approaches when it comes to ranking their website.
Search engines like Google have laid out clear fundamental rules that news organizations must follow to get their news stories visible within Google News. One of the SEO guidelines Google has laid out for news websites is Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT).
- Experience means providing meaningful and captivating content related to the news story or topic.
- Expertise represents the organization providing information that they’re a legitimate source of information.
- Authoritativeness stands for the news website being a well-respected and long-standing news outlet.
- Trustworthiness considers the evidence, quotes, and data represented in the story. Are the hard facts correct and true? Are they direct from a trustworthy source?
What Are the 3 Main Areas Of SEO For News?
SEO is essential for news publishers to reach their target audience and increase website traffic. However, keeping up with the latest SEO techniques can be challenging with the constantly evolving digital landscape.
Content optimization, technical SEO, and link building are three SEO areas crucial for any news website looking to make strides in its search engine ranking.
By understanding and implementing these concepts effectively, news publishers can ensure that a wider audience sees their articles, ultimately driving more traffic to their sites.
Content optimization provides evergreen content that can stand the test of time, unlike breaking and timely news articles. Creating evergreen content starts with the content marketing strategy to write a compelling story that fulfills the reader’s needs.
Technical SEO takes into account the website structure. If there are any paid advertisements, then this needs to be marked within the content and site structure. Google states that there needs to be more original content compared to paid advertisements.
Not to mention the use of backlinks. This is when another domain links to your specific story or landing page. The more credible the website that links to your website, then the higher your ranking and credibility raises.
It’s important to structure your website with a site map so that when Google crawls it, then it indexes the most valuable pages first.
Lastly, having a good inbound and outbound link structure is crucial when implementing news organization content. Whenever Google crawls a page, it reads everything, including any links, to ensure it’s relevant to the content. Poor link structure can damage the credibility of a news organization. If your page links to another irrelevant page, then this can hurt your overall credibility, domain authority, and ranking within Google.
Do Journalists Use SEO?
Journalists and SEO are two terms that seem to be on opposite ends of the spectrum. One is focused on writing compelling stories, while the other is all about optimizing content for search engines. But in today’s digital age, where online presence and visibility are critical for any business or organization, journalists need to understand and use SEO.
The truth is that journalism has changed significantly in recent years. With the rise of social media and online publications, journalists must compete for attention in a crowded digital landscape with the help of SEO.
Thus, incorporating SEO into their writing can help journalists boost their articles’ visibility and reach a wider audience. Journalists can ensure their stories appear at the top of search engine results pages (SERPs) by using relevant keywords, meta descriptions, website optimization, and optimizing headlines.
However, some argue that using SEO techniques could compromise journalistic integrity by prioritizing page views over quality content. Although the lines are being blurred between content optimization and journalistic integrity, it’s important to note that it depends on the journalist’s standards when working for a news outlet.
How Do You Write For SEO In A News Article?
With so many news sites fighting for attention on search engines like Google and Bing, crafting an effective SEO strategy can be the difference between your article being read by thousands or getting lost in obscurity.
So how do you write for SEO in a news article? For starters, keyword research is key. Before you even begin writing your article, consider what keywords are most relevant to your topic and what phrases people might use when searching for information on that subject. Once you’ve identified those keywords, try to incorporate them naturally into your headlines and throughout your piece.
Another important aspect of writing for SEO is creating content that is both informative and engaging. The written content needs to captivate the reader to keep them engaged while also providing the information clearly and concisely.
Always follow the rules of news writing, like the inverted pyramid, to provide the hard facts and information to the reader as quickly as possible. Never try to drag out a story because this will only frustrate the reader and lead to higher bounce-back rates, which can hurt your ranking and credibility.
Overall, keep all of these tips in mind if integrating SEO tactics with news.