With so much potential visibility on the line, many publishers and developers wonder: How can I maximize my presence in Google News? While Google provides general guidelines, these are often too simplistic, leaving room for deeper, more nuanced SEO strategies that can truly enhance your ranking and visibility.
In this blog post, we’ll unpack some advanced tactics for optimizing your content for Google News. We’ll move beyond the standard SEO tips shared between Google Search and Google News algorithms, focusing on what makes Google News ranking unique and how you can tailor your content specifically for this platform.
The curious case of Google News Guidelines
Google provides a set of basic guidelines for ranking in Google News, but these often lack the tactical depth that publishers and developers need to make a real impact. While the Google News Initiative expands on these, the additional value is minimal. Most of Google News’ ranking factors overlap with Google Search’s algorithm, particularly when it comes to usability, clean code, and core web vitals.
The real challenge comes in finding SEO strategies that go beyond these shared factors and dive into the specific elements that boost content performance in Google News.
Beyond Basics: Branding Essentials for Google News SEO
Google provides a set of basic guidelines for ranking in Google News, but these often lack the tactical depth that publishers and developers need to make a real impact. While the Google News Initiative expands on these, the additional value is minimal. Most of Google News’ ranking factors overlap with Google Search’s algorithm, particularly when it comes to usability, clean code, and core web vitals.
The real challenge comes in finding SEO strategies that go beyond these shared factors and dive into the specific elements that boost content performance in Google News.
Establish a Strong Presence in Google Publisher Center
Although it’s not mandatory to submit your site to Google Publisher Center, it provides distinct advantages:
Discoverability: By submitting your site, you become eligible to appear in the Newsstand area of Google News, significantly increasing your chances of visibility.Brand Control: You can define your publication’s name, category, language, location, and visual style to maintain consistent branding across platforms.Topic Optimization: Google News leverages the Google Knowledge Graph to understand content topics. By categorizing content into section feeds in Publisher Center, you can better exhibit your expertise in specific topics, particularly in local news.Audience Growth: Publisher Center allows readers to follow your publication, increasing the likelihood that your content will be shown in personalized placements. Promoting your Google News follow button on your site can be as effective as promoting social media accounts.
Please note that, Google no longer supports creation of new publications in Google News Publisher center.
This makes things more shaky for news publishers.
Highlight Author Expertise
Expertise is critical in Google News SEO. Include detailed bylines with the following:
- Author’s full name and professional headshot.
- A brief bio highlighting professional experience and any relevant awards or recognition.
- Links to the author’s published work and social media accounts.
To go further, work to get your editorial team listed in the Google Knowledge Graph. This enhances the credibility of your content, associating it with recognized, authoritative contributors.
Here’s what John Mueller, Search Advocate at Google says,
“With regards to author pages and expertise, authority and trustworthiness, that’s something where I’d recommend checking that out with your users… how you can best show that the people who are creating content for your website, they’re really great people, they’re people who know what they’re talking about, they have credentials or whatever is relevant within your field.”
2. Provide Newsroom Transparency
Transparency builds trust. Ensure your “About” page is robust and informative. It should include:
- The publication’s mission statement, editorial policies, and a brief history.
- Information on the publication’s owner, funding sources, and key staff members.
- Non-generic contact details, such as a physical address, phone number, and direct email.
The more transparent your newsroom is, the more trust you’ll build with both users and Google’s algorithms.
3. Invest in Social Media
Although the influence of social media on Google News rankings is debated, it’s still essential to maintain an active social presence. Regularly post on platforms like Twitter to become eligible for the “From Twitter” section in Full Coverage reports or the Twitter carousel, which appears in over 35% of U.S. news-related queries.
Technical Essentials for Google News Visibility
Optimizing for Google News doesn’t stop at branding—it also requires getting the technical details right. Below are some critical steps to ensure Googlebot indexes and ranks your content quickly and accurately.
Speed Up Crawling with a News Sitemap
Google News works on a short-term index, heavily favoring fresh content. Ensure your content is crawled quickly by:
- Submitting a dedicated news sitemap via Google Search Console.
- Using WebSub to notify Google instantly of new content updates.
- Embedding relevant videos (preferably from YouTube) in articles to boost visibility.
Optimize Image Requirements
Images are a significant driver of click-through rates in Google News, and poor image quality can limit your content’s exposure. Ensure your images meet Google’s standards:
- Minimum resolution of 50,000 pixels.
- Aspect ratio of 16:9.
- Format compatibility: WebP, AVIF, JPG, or PNG.
- Consider including alternative aspect ratios (4:3 and 1:1) to ensure your images are optimized for all display types.
3. Eliminate Date Confusion
Google News prioritizes freshness, so make sure your articles have clear, accurate dates. The date should be prominently displayed between the headline and the article text, and ambiguity (such as using date formats that vary by region) should be avoided.
4. Use News-Specific Structured Data
Implement structured data to ensure your content is understood by Google’s algorithms. Use:
- NewsArticle schema for all news content.
- Author schema to establish links between your brand and individual contributors.
- ClaimReview schema for fact-checked content.
- LiveBlogPosting for real-time news updates.
NEWS ARTICLE SCHEMA TEMPLATE
<html>
<head>
<title>Title of a News Article</title>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "NewsArticle",
"headline": "Title of a News Article",
"image": [
"https://example.com/photos/1x1/photo.jpg",
"https://example.com/photos/4x3/photo.jpg",
"https://example.com/photos/16x9/photo.jpg"
],
"datePublished": "2024-01-05T08:00:00+08:00",
"dateModified": "2024-02-05T09:20:00+08:00",
"author": [{
"@type": "Person",
"name": "Jane Doe",
"url": "https://example.com/profile/janedoe123"
},{
"@type": "Person",
"name": "John Doe",
"url": "https://example.com/profile/johndoe123"
}]
}
</script>
</head>
<body>
</body>
</html> Content Optimization for Google News Rankings
Once you’ve nailed the technical and branding elements, it’s time to focus on content. Google News favors fresh, high-quality, and consistent coverage of trending topics. Here’s how to optimize your content strategy:
Consistent Topic Coverage
- To maximize your visibility in Google News, you need to plan your editorial calendar around trending topics. Use tools like Google Trends to identify relevant news terms and plan continuous coverage throughout the topic’s life cycle. Consistency is key to building authority in Google News.
Focus on Freshness
- Freshness is a primary ranking factor for Google News. Regularly update your articles with new information, fresh images, and relevant content. If an article’s performance declines, consider refreshing it or publishing a new one with a different angle to regain visibility.
Headlines Matter
- Headlines play a critical role in Google News rankings. Craft clear, concise, and compelling headlines that incorporate relevant keywords. Avoid witty or ambiguous headlines that may confuse search engines or users.
Leverage Structured Data
- Use structured data like NewsArticle, LiveBlogPosting, and VideoObject to improve the discoverability and presentation of your content in Google News and other surfaces like Google Discover.
Optimizing for Google News requires a multifaceted approach that goes beyond general SEO tactics. By focusing on branding, technical improvements, and content optimization tailored specifically for Google News, publishers and developers can significantly enhance their visibility and rankings.
Remember, Google News is an ecosystem where freshness, expertise, and trustworthiness reign supreme. The more you can align your content and technical practices with these principles, the better your chances of success.
By following these advanced SEO tactics, you can move beyond the basics and truly tap into the vast potential of Google News, gaining a competitive edge in today’s fast-paced digital landscape.
