Google News Optimization: How to Boost Your Site’s Visibility & Traffic
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?
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.