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How can you track and analyze your journalism website's search engine ranking?

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If you run a journalism website, you want to make sure your content reaches your target audience and ranks well on search engines. But how can you track and analyze your website's performance and identify areas for improvement? In this article, you will learn how to use some free and easy tools to conduct a basic SEO audit and get feedback on your journalism website's search engine ranking.

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1 What is SEO and why does it matter?

SEO stands for search engine optimization, which is the process of improving your website's visibility and relevance for search engines and users. SEO matters because it can help you attract more organic traffic, increase your authority and credibility, and enhance your user experience. SEO is not a one-time thing, but an ongoing practice that requires constant monitoring and updating.

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Divyansh Meena

Senior Marketing Lead at Pluto7
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SEO is an abbreviation of "Search Engine Optimisation", a practice that helps you rank on the search result pages (SERP) on search engines like Google, Bing etc. It matters because if a webmaster/website owner is creating a public facing website, they would want people to discover it and interact with it. With right practices of on page and off page optimisation techniques, one get great results.

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2 How to set up Google Analytics and Search Console

Google Analytics and Search Console are two essential tools that can help you track and analyze your website's traffic, behavior, and performance. Google Analytics can show you how many visitors you have, where they come from, what they do on your website, and how they convert. Search Console can show you how your website appears on Google, what keywords you rank for, what issues you have, and how you can optimize your site. To use these tools, you need to have a Google account and verify your website ownership. Then, you can link them together and start collecting data.

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Divyansh Meena

Senior Marketing Lead at Pluto7
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Google analytics and search console can be easily added to your website via plugins if it built on CMS like Wordpress, else both the tools provide with a script that you can share with your web development team and they will add it in no time. Another way to add them is via Google Tag Manager (GTM), which is the most efficient way of doing that. Here instead of adding many scripts from different tools, you can just add a script from GTM and all the tools can then by integrated with the container in GTM, starting from Google Analytics, search console to retargeting and ad pixels.

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3 How to perform a keyword research

Keyword research is the process of finding and analyzing the words and phrases that your audience uses to search for your content. Keyword research can help you understand your audience's intent, needs, and preferences, and optimize your content accordingly. To perform a keyword research, you can use tools like Google Keyword Planner, Ubersuggest, or Answer the Public. These tools can show you the search volume, competition, and difficulty of various keywords, as well as related terms and questions. You can use this information to create a list of relevant and realistic keywords for your website.

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4 How to optimize your content and metadata

Content and metadata are two essential elements that can influence your website's ranking and user experience. Content includes text, images, videos, and audio, while metadata is the information that describes the content and helps search engines and users understand it. To optimize your content and metadata, you should employ some best practices such as using keywords naturally and strategically in your content without overstuffing or spamming. Additionally, write clear, concise, and engaging headlines, subheadings, and paragraphs that capture your audience's attention. Moreover, use <h1> to <h6> tags to structure your content and make it easy to scan. Also, use <title> , <meta name="description"> , <meta name="keywords"> , and <meta name="robots"> tags to create unique titles and descriptions for each page of your website. Lastly, use <img src="" alt=""> and <video src=""> tags to add images and videos to your content with alternative text and captions. Doing so can help your content rank for image and video searches as well as improve accessibility and usability.

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Divyansh Meena

Senior Marketing Lead at Pluto7
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The starting point of optimizing your content and metadata is doing a thorough keywords (KWs) research and check if they have decent search volumes. Once you finalise the keywords, add them through the page and in the metadata like meta title, meta description. Also, make sure you are using some of them in alt text of images and in the URL slugs.

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5 How to check your site speed and mobile-friendliness

Site speed and mobile-friendliness are two factors that can affect your website's ranking and user satisfaction. Site speed is how fast your website loads and responds to user actions. Mobile-friendliness is how well your website adapts to different screen sizes and devices. To check your site speed and mobile-friendliness, you can use tools like Google PageSpeed Insights, Google Mobile-Friendly Test, or GTmetrix. These tools can show you how fast and responsive your website is on desktop and mobile, and provide suggestions on how to improve it.

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Divyansh Meena

Senior Marketing Lead at Pluto7
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You can easily do that by using one free open source tool called "Google page speed test". Enter your URL and it will give you detailed information on the page speed and how the website is performing on desktop as well as mobile devices.

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6 How to monitor and measure your SEO results

Monitoring and measuring your SEO results is the final step of your SEO audit and feedback process. It can help you evaluate your website's performance, identify your strengths and weaknesses, and adjust your strategy accordingly. To do this, you can use tools like Google Analytics, Search Console, or Moz Pro to track various metrics and indicators such as organic traffic, keyword rankings, bounce rate, dwell time, conversion rate, and domain authority. By analyzing these metrics and indicators, you can gain insight into how your website's search engine ranking changes over time and what factors influence it. Additionally, you can compare your website with your competitors to see how you can improve your competitive edge.

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Sam Kaye

Product Manager at Stacker
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There are plenty of SEO tools out there like Ahrefs and SEMrush that can give you an idea of not only how your website is ranking but its potential to rank in the future. For most websites, a combination of a tool like Ahrefs, Google Analytics, and Google Search Console will give you a good idea of how your site is performing and where there's room to optimize, but when it comes to news content, this looks a bit different because you aren't trying to rank in traditional results typically, you're trying to rank in Google news and GA and GSC aren't very accurate there. NewsDash is one tool I know of specifically designed for tracking search results for news content.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you track and analyze your journalism website's search engine ranking?

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1 What is SEO and why does it matter?

2 How to set up Google Analytics and Search Console

3 How to perform a keyword research

4 How to optimize your content and metadata

5 How to check your site speed and mobile-friendliness

6 How to monitor and measure your SEO results

7 Here’s what else to consider

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