News SEO
#SEOnerdSwitzerland Meetup
Tobias Willmann
Head of SEO
Blick.ch / Ringier AG
Newsbox
Top Stories
Ranks max. 48h
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Yes, it’s still always Safari in Apple’s News Widget
It’s never AMP
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SEO
News SEO
Link-Building
Outreach...
Don’t care
We have lot
Naturally grown
because of good content
Links
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SEO
News SEO
Struggle to get good content
Content is the core product
Content
But … it’s about
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Optimize
Input
Write
Optimize
SEO-Team
Input
SEO-Team
Write
Journalists
Explain SEO + Train people
a german example...
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🦄
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Train people to do better titles for SEO
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👍
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Coronaldo
Print and forget
the Internet
Legacy lifecycle of an article ...
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Forget
Write
Publish
Near content
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1) 25.05
2) 30.04
Someone forgot my redirect
How blick.ch’s SEO team extends it …
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Forget
Write
Publish
Recycle
Extend article
Re-optimize
Technical SEO
Support bots
News XML Sitemaps
RSS feeds, proper links, sections, tag pages …
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Extend your site with structured data
schema.org
NewsArticle
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AMP
is a web component framework and a website publishing technology
It’s fast
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Top Stories currently* just work with AMP
*but… next slide...
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Web Vitals:
Avoid Layout Shifts
Layout Shifts
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Layout Shifts
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old
new
Web Vitals:
Speed
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First Image
Ads
A lot of Javascript
Ads
Ads
If you have solved the basics…
Are there publishers with uncompressed images? 🧐
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Example:
Big CSS file, which blocks rendering
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530 kB
Worst case…
Big CSS and Big JavaScript loaded for every pagetype
All URLs load all CSS and all JavaScript
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The homepage loads CSS and JavaScript needed for comments
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Maybe use
CSS-in-JS / JSS
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Where’s the CSS file?
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CSS is inside the React component
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https://www.filamentgroup.com/lab/load-css-simpler/
Just load the needed JavaScript
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Homepage: no templates-event JavaScript
Event Page: templates-event JavaScript is loaded
Split JavaScript files (with CSS) in components
And apply some load prio
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https://addyosmani.com/blog/script-priorities/
Comments are just loaded on article pagetype with
<script defer> at the end of the <body>
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Web Stories
(aka AMP Stories)
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Google Discover showing Web Stories
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Data
Organic vs. direct in Google Analytics
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Strong brand => a lot of people enter session on home
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Amazing CTRs from top teaser on home
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Most Pageviews coming from Homepage
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Organic article is landingpage entrance is in here
Understand the “positioned on home boost” + optimize
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Underperforming teaser
Tracking of rankings
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80% of short head keywords haven’t been trending a month ago...
useful data ...
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A general / stable keywordset won’t work for News
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Newsdashboard | Sistrix / Searchmetrics | Google Search Console |
Special News keywordset | General / stable keywordset | All long tail keywords |
| | You need a ranking |
Freshness + frequency of data for News SEO
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Newsdashboard | Sistrix / Searchmetrics | Google Search Console | Google Analytics / Chartbeat / Parse.ly |
15 min | 7 days | 5h - daily | real time |
Some data about
finding topics
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Your brand is Google Trend
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Seasonal topics
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GSC Recycle article
Google Trends / GSC
Newsdashboard
Predict, when you need the article
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If you publish in the first week of december you will miss 42% of the possible interest
Thanks
Tobias Willmann
https://twitter.com/tobias_willmann
https://www.linkedin.com/in/tobiaswillmann/
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