10 Actionable Steps for News Publishers Leveraging Leaked Google Algorithm Insights to Boost Rankings and Build Authority

News Publishers should pay attention to the recent #GoogleLeak. Read my extensive summary at https://x.com/JShehata/status/1795858730291982614

10 Actionable Steps for News Publishers:

The leak of Google's internal algorithm documentation provides critical insights that can significantly impact SEO strategies for news publishers. Here’s a detailed analysis of the impact and actionable steps for news publishers:

1. Focus on original, timely content (Content Freshness and Originality:): The leaked documents highlight the importance of freshness and originality. News publishers should strive to

• - Break stories first and provide unique angles on current events. Or Publish breaking news quickly and update existing articles with new information as it becomes available
• - Implement a strategy for regularly updating evergreen content to keep it fresh. This includes updating old articles with new information
• - Monitor trends and create new content around trending topics.
• - Use structured data to indicate publication and last updated dates.
• - Submit XML sitemaps regularly to ensure Google indexes your latest content promptly.

2. Prioritize user engagement (User Behavior Metrics): The leak indicates that user engagement metrics like click-through rates, time on page, long clicks, and bounce rates may directly influence rankings.

News publishers should focus on

• - crafting compelling headlines & meta descriptions to entice clicks
• - providing interactive content
• - ensuring fast page load times
• - providing clear calls to action
• - providing highly relevant content (top/related/recent articles) to generate second click and keep readers engaged
• - Focusing on readability and user experience to increase dwell time and reduce bounce rate
• - Optimizing internal linking to guide readers to more articles
• - Promoting content on social media and other channels to drive traffic and engagement

3. Optimize for author expertise (Authority and Trustworthiness): The documents mention that author information is captured and processed, particularly for news articles. News publishers should:

• - Ensure articles have clear author bylines
• - Work to build up the reputations and expertise of their journalists
• - Optimize author pages with detailed bios, credentials and links to their other work may help establish authority
• - Feature content from well-known and credible authors on Homepage

4. Build Brand trust and credibility: Although E-E-A-T (Expertise, Authoritativeness, and Trustworthiness) isn't explicitly mentioned as a ranking factor, the leak suggests that Google maintains whitelists for sensitive topics. News publishers must continually work to:

• - Bolster their credibility through accurate, and well-sourced reporting
• - Include their correction policies, managing staff, editorial standards, contact us, and about us on site with clear links in footer

5. Invest in brand building: Brand-related signals appear to play a role in rankings, according to the leak. Well-established news brands may have an inherent advantage. Publishers should work on:

• - increasing brand awareness through marketing efforts, and building a loyal reader base
• - Secure mentions and links from authoritative sources
• - Encourage social media sharing and engagement

6. Monitor click data: If the leak is accurate, click data may be used to assess the relevance and authority of individual pages. News publishers should closely monitor:

• - click-through rates (CTR) from search results
• - Bounce Rate
• - Dwell time or Article Scroll Depth

7. Adapt to vertical-specific factors: The documents suggest that ranking factors may vary by vertical, with potential customizations for news-related queries. Publishers should stay attuned to any news-specific SEO best practices that emerge and adapt accordingly.

8. Avoid Demotion Pitfalls: Various demotion signals, such as anchor mismatch and SERP demotions, can negatively impact rankings.

• - Ensure all links are relevant and contextually appropriate
• - Avoid practices that could lead to SERP demotions, such as manipulative linking or poor navigation.

9. Monitor Link Quality and Diversity: Links remain a critical factor, with a focus on quality and diversity. News publishers should aim to earn diverse and authoritative links from reputable sources.

• - Regularly audit the link profile to ensure quality and relevance
• - Focus on earning backlinks from reputable sources and avoid low-quality link schemes.

10. Improve Technical SEO Factors: Factors like indexing tier and proper content structuring are highlighted.

• - Ensuring technical SEO best practices, such as proper indexing, mobile optimization, and fast loading times.
• - Avoid excessive keyword stuffing and maintain clean URL structures.

It is getting harder and harder for emerging and small news sites:

Increased Competition: If user engagement metrics like clicks and dwell time become even more crucial, established news brands with large audiences may have an advantage. Smaller or newer publishers might struggle to compete for visibility.

Focus on Brand Building: The emphasis on brand recognition and authority could make it harder for emerging news outlets to gain traction in search results.

YMYL Scrutiny: As news falls under the Your Money Your Life (YMYL) category, Google's increased scrutiny on these topics could lead to stricter evaluation and potential demotions if content doesn't meet their quality standards.