Best Practices For Editorial SEO - Anil Kumar Singh
0 likes76 views
Anil Kumar Singh, an SEO expert, will lead a master class on editorial SEO best practices in New Delhi on September 25-26, 2024. The document outlines key strategies for optimizing content for search engines, including effective headline creation, the importance of visuals, and linking practices. It also discusses Google Discover's role in content visibility and how to use user interests for targeted engagement.
Best Practices For Editorial SEO - Anil Kumar Singh
- 1. MASTER CLASS Anil Kumar Singh HEAD OF SEO OUTLOOK GROUP Best Practices For Editorial SEO NEW DELHI, INDIA ~ SEPTEMBER 25 - 26, 2024 DIGIMARCONINDIA.IN | #DigiMarConIndia
- 2. Best Practices For Editorial SEO Everything you need to know about editorial SEO
- 3. Anil Kumar Singh Head - SEO & Organic Growth Outlook Group Anil Kumar Singh comes with more than 23 years of experience in digital advertising. He had worked on more than 100 Brands with experience in multiple categories. India’s most awarded SEO expert with experience in online training & conducting the workshop. Professional SEO speaker He is an SEO mentor, Blogger, Guest Author, Writer, Speaker, and visiting faculty in Business Schools He had also worked in a variety industry, including the mobile sector, FMCG, finance, e-commerce, real estate, technology, and health industries. Experience working with Indian & Global companies. Previously , worked with HT Media where he Oversees all SEO efforts for the HT Group’s asset portfolio (hindustantimes.com, livemint.com, livehindustan.com, and more) His last organization was NEO Media World (Ogilvy/GroupM)as a National Director of SEO. There he was Accountable for the agency’s SEO and content vision and managing the growth of the product by overseeing the SEO Leads. He has set up SEO practices & businesses for Pan India. He worked with Interactive avenues as an India Head of SEO, Digital arm of IPG Mediabrands. He had built an SEO team & business from scratch and stabilized IA into a leader in SEO for the Indian market. Anil helped Interactive Avenues SEO Business reach scale in less than 3 years
- 4. Google Search works in three stages, and not all pages make it through each stage. 1. Crawling: Google downloads text, images, and videos from pages it found on the internet with automated programs called crawlers. 2. Indexing: Google analyzes the text, images, and video files on the page, and stores the information in the Google index, which is a large database. 3. Serving search results: When a user searches on Google, Google returns information that's relevant to the user's query.
- 5. Google surfaces to explore
- 6. News search has gotten complicated and will continue to evolve. It’s more important than ever to stay up-to-date on the latest search practices.
- 7. Here are 6 ways to stay on top of everything.
- 8. Start with Google! Evaluate the types of search results that show up for your keyword: How are searchers talking about the topic? ● How are competitors addressing the topic? ● What types of content are coming up for the topic? Doing your research will help you narrow in on the keyword and search intent.
- 9. Gauge interest with Google Trends. Understand search demand for a topic by looking at different timeframes.
- 10. .... and figure out if a trending topic still has demand. A quick sidebar. Not every trend is worth pursuing. At OLI, we have rigorous editorial standards. The SEO team partners with journalists to decide if trending topics align with newsroom priorities. Make sure any trending topic you pitch fits with your editorial approach.
- 11. Headlines
- 12. The SEO headline (title tag) is one of the most important ranking factors. Keywords in the headline signal to users and Google what your content is about. Do the following: ● Keep it under 65 characters, and even shorter for mobile ● Place the main keywords closer to the front ● Make it engaging! SEO headlines don’t have to be snoozy.
- 13. Refresh headlines with new information, new keywords. Updating headlines is a good way to ensure the reader is getting the most current news. It’s also a freshness signal—it tells Google to come back for a recrawl because there is new information. Make it a quality update: pair headline updates with other types of updates such as an image change or more body copy. Day of Following Day
- 14. URLs
- 15. Include primary keywords in URLs. Keyword use in a URL has some ranking weight, but it mainly signals to users what the page is about.
- 16. Structure URLs under the appropriate category URL paths get picked up as a breadcrumb in Google’s search results. This is a reflection of your site’s hierarchy. File your story to the most relevant section to help build categorical authority. https://www.outlookindia.com/sports/football/manchester-city-used-to-be-sleeping-giant-now-addicted-to-winning- english-premier-league-shaun-wright-phillips-interview https://www.outlookindia.com/art-entertainment/the-inevitability-of-kangana-ranauts-emergency
- 17. Images and Video
- 18. Incorporate visual content during visually leaning moments. Give people choices! Not everyone coming to your story is looking to digest it through text. Images and videos provide users with another means to consume the content.
- 19. Include high quality photos to improve CTR and engagement. In Top Stories, a compelling image can be the reason a user chooses to click through to your story over competitors’ stories. So pay attention to the competition’s Photos. Once on page, provide more context around the images.
- 20. Bolster ranking signals and engagement by incorporating videos During live events, Google prioritizes video in search results. Include clips when relevant. Desktop Mobile
- 21. Links
- 22. Add relevant links. Internal links are links that point from one page to another page on your site. They create site structure, pass page value, and help users navigate. Link related pages to optimize for page authority and relevance.
- 23. Improve discoverability and crawling of content by adding internal links Link to priority stories from relevant content. Use keyword targeted anchor text to signal to Google what the linked page is About. Added bonus : homepage, section fronts, and topic pages are also valuable pages to link out from.
- 24. Boost ranking signals with social signals. A story’s shares, likes and social media visibility have value. These are positive user signals, similar to a quality backlink. Owned handles should be used as a distribution channel. Use your network to share and extend the reach of big stories.
- 25. Speed
- 26. Prioritize speed. Being the first to publish a story has its upsides. Your story accumulates clicks, backlinks, shares, social buzz ahead of the competition — leading to ranking advantages.
- 27. Space out your updates. Google rewards fresh, quality content, and surfaces the most relevant information in Top Stories. So don’t give it all away at one go! Publish the most essential details first. Then republish with new chunks of content (around 50-100 words).
- 28. And now to level up…….
- 29. Keep the timestamp fresh The timestamp on a story plays a large role in Top Stories. An up-to-date timestamp draws people in. It signals to users that the article is more recent. You can trigger a timestamp update by sending Google different freshness signals. Try the following: ● Re-writing the dek ● Including quotes ● Swapping out images ● Embedding videos ● Placing on homepage ● Promoting and sharing on social
- 30. Build authority over time
- 31. Request for article indexing There will be publishing blips, like a misspelling in the headline, Images Once you address the errors, ask for a recrawl using Google Search Console’s request indexing feature.
- 32. Remove an wanted URL Sometimes you have a URL you don’t want appearing in search. When that happens, turn to the Google Search Console’s temporary removal tool. Use cases: ● Published a URL prematurely ● Redirected URL is still showing up Top Stories
- 33. Prepare as much in advance as possible What evergreen pieces need to be updated? What keywords should we target per file? What are some headlines we can pre-write?
- 34. Create content calendar so you have a framework for the next news event ● When to go live? ● What files do we need prior, during and after an event? ● What were the best formats? ● What worked? Didn’t work? ● What did competitors do successfully?
- 35. Drivers for Google Discover 35
- 36. About Google discover, and how is it measured ● Google Discover is a personalized feed. Google Discover automatically shows personalized content based on a user’s: ○ Search history. ○ Browser history. ○ App activity. ○ Location (dependent on your Google account set up and privacy settings). ○ Google Discover uses your information to identify and display topics Google believes will be relevant for you, known as “interests”. ● Its present in almost all devices in three forms ○ On Android - its present as quicksearch box or minus1 screen (lock screen). Its also present below chrome browser. ○ On iOS - Its present below the chrome browser. ● Its acceptance as a content discovery medium has skyrocketed. ● Google provides limited analytics for discover as compared to search. Sharp measurement is a challenge (as compared to search). ● Measurement is limited to data via search console and google analytics (special profile created). Google Discover analyzes users interest, past history, location and many other variables to provide them with a recommended stories (Google Social Feed). The stories selected are based their match with the user interests through multiple topic layers.
- 37. What Type of Content Shown in Google Discover? ● News Content: The type of content related to events happening in real-time — the very content you would expect to see in the Top Stories carousel. ● Current Trends: While not breaking any news, this is content related to something that might be trending or timely (such as a review of a recent movie, for example). ● Evergreen Content: Content that would be applicable in my feed today and five years from now. Note: This includes- Web Stories, Videos
- 38. How do I Get Content in Google Discover? ● Stay away from Clickbait Titles - Use page titles that capture the essence of the content, but in a non-clickbait fashion. Use Emotionally Charged Headlines
- 39. Different Themes to follow for the Discover Feed? ● Explainers / Explained ● HowTos/What is ● As it happened ● Top 10 / Top reasons ● Watch / Listen ● Viral Videos / Articles ● Tweets / Articles ● Photostories ● Visual Stories / WebStories ● Exclusive ● Comparison ● Reviews in Text/Videos ● Release Date etc.
- 40. ● Posting Questions in Headlines (with the Answer in the Content) - As per research 15% CTR from Google Discover by using the question types of phrases in their headlines like How to..., What is…, etc. ● Listicles (Numbers in Headlines) - Listicle content performs well in Discover search. Headlines include phrases such as:
- 41. ● Transparency/Understand and enhance EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness.) signals ● Refresh your evergreen content ● Include compelling, high-quality images (Large images need to be at least 1200 px wide and enabled by the max-image- preview:large setting) ● Videos have a huge presence in Google Discover ● Focus Content Around Entities ● Work on Web Stories
- 42. Understanding Components of Google Discover Traffic Google Discover Traffic = Impressions CTR X Concept Popularity Concept Authority Headline Clickability Image Quality Framework to Win Data Source for Estimation Google Search Trends Website Concept Map with Clicks Clickbait Prediction Model Image Quality Predictor AI Readiness Increasing CTR will also help in increasing impressions
- 43. Key Points for Google Discover ● Google Discover is a personalized content feed with the ability to understand user interests and how they progress over time. ● News sites receive the most clicks from Google Discover, but it’s more than just news – all industries can leverage Google Discover to connect with users. ● Fresh content has a higher chance of appearing in Discover, but some evergreen pieces can drive long-term traffic. ● To succeed in Google Discover, content creators should: ○ Ensure pages are mobile-friendly. ○ Focus content around entities that are meaningful to their brand and their target audience. ○ Create content that is interesting, relevant, and useful to their most passionate users. ○ Include meaningful visual content (i.e., high-quality images and videos).
- 44. Tools
- 45. Google Trends
- 47. Thank You!!