![]() I’ve chosen the Substack platform for this, as it has all the bells & whistles I could possibly need – and it takes very little effort for me to set up and manage, so I can focus on the actual content. Inspired by great email newsletters from people like Aleyda Solis and Louis Grenier, I want to try and build a community around an email newsletter specifically about Google News. So I’m going to be doing this via a newsletter. The firehose of the SEO blogosphere is not conducive to publishing meaningful content on such a relatively narrow niche. It’s time I started sharing this knowledge.īut rather than just blog an occasional article and hope it reaches the people who might be able to use it, I’ve decided to take a different approach. And I have learned new things from each and every project, and continue to learn every day. I’ve worked with development and product teams to improve websites for better crawling & indexing of news content, I’ve trained journalists and editors to optimise their content for improved visibility, and I’ve consulted on a range of projects aimed at integrating SEO practices into newsroom workflows. Over the years I’ve learned a lot about how publishers can use SEO to boost their traffic. ![]() Publishers are struggling to attract readers and are missing opportunities to claim visibility in Google. This lack of useful and up-to-date information about SEO for publishers is hindering the media landscape. For most news websites, Google is by far the largest driver of traffic – primarily through Top Stories carousels, but increasingly also via Google Discover. ![]() Which is odd, because SEO is so incredibly valuable for publishers. There are a handful of good pieces out there, but these tend to focus on the very basics only – for example, on how to get a website into Google News – and there’s very little (if any) content out there that discusses some of the more advances concepts and challenges that news publishers face when it comes to maximising their search traffic. This is a speciality in SEO that is massively under-serviced in terms of content. The SEO blogosphere is cluttered, with hundreds of websites regularly writing about all areas of SEO. The news-specific elements of Google’s ecosystem are quite different from their regular search results, and this requires a different approach to optimisation. While it shares the same foundational SEO best practices with every other niche, there are some areas of SEO that are unique to publishers. SEO for news publishers is an area I’m deeply excited about. So, as a speciality in SEO, news publishing is something I want to double down on. While I work with all sorts of companies, the publishing industry is the one I enjoy working with the most. SEO for news is an area I’ve been fortunate enough to build a speciality in first through a full-time job working for the Belfast Telegraph back in 2010, and then since I started my own consultancy business through a series of SEO consulting projects with major publishing organisations like News UK, FOX, Future Publishing,, and many more. I’ve been crazy busy with work these past few months (I’m counting my blessings, I realise not everyone has been as lucky), and most of those projects have been for publishers. I thought that was an excellent suggestion and it really got me thinking. So recently I put out a feeler on Twitter to ask my followers what I should write about, and one reply in particular stood out: The problem was, I didn’t know what I should blog about. Blogging couldn’t have been further from my mind.īut now things have settled into a new routine, and my creative itches have once again emerged. ![]() With the COVID-19 pandemic, our lives have all drastically changed and priorities have shifted. I’ve been neglecting this blog for a few months, which has been entirely unintentional. ![]()
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