news vs web search fabella
TRANSCRIPT
Need To Get Found?
Allison FabellaSEO / Social Media Manager, The Atlanta Journal-Constitution
@alli12
Navigating the Waters of Web Search and News Search
About AllisonTwitter: @alli12
- SEO/Social Media Manager, Atlanta Journal-Constitution
- Directs all strategic & tactical SEO & SM– AJC.com– accessAtlanta– AJCHomefinder– AJCCars– AJCExchange
– AJCJobs
Web Search Results
News Search Results
Web Search vs. News Search(No Need to Choose a Favorite)
Web Search Process
Crawling- Same as news search
Indexing- Open
- Anyone can play- Indexes fast
Ranking- PageRank algorithm- Links very important
Sitemap- Aided w/sitemap.org
protocol
News Search Process
Crawling- Same as web search
Indexing- Closed to news sites only
- Must request inclusion- Indexes faster
Ranking- 2-step process/algorithm- Links part of criteria
Sitemap- Aided w/Google News
sitemap
IndexingNews Search Inclusion Request
- Google News– http://
www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787
- Yahoo News– http://
help.yahoo.com/l/us/yahoo/news/forms/submitsource.html
RankingThe Google News Process
1. Categorizing
2. Ranking- Story Ranking- Article Ranking
Categorizing
- A story-level event
- Identify stories by topic and location
- Cued by keywords in article- Location, language, subject
- What you should do:
– Open story with City, State- i.e. “Atlanta, GA – A fire broke out at ...”
- Put stories in relevant categories on site
- i.e. www.ajc.com/sports/atlanta-braves- Basic SEO keyword best practices
Ranking: Story (Clustering)
• Top trending stories
• In each category
Ranking: Article
- Localness of source
- Freshness- Latest update of a story
- Quality/trustworthiness of source- % of original content- Readers’ preference
- Citation- Original source attribution
- Note: Links NOT a factor
Sitemaps“Skipper, Do We Really Need a Sitemap?”
“NO, Little Buddy!”
- Perfect code
- Perfect navigation
- Perfect URL structure
- A URL with 3-digit article ID
- If you don’t have all this, then you need a Sitemap!
Not As Long as You Have...
The Differences
Web Sitemap
URLs- Any date OK
Publication Date- Not required
Sitemap generator- Can use
News Sitemap
URLs- 48 hours of articles
Publication Date- Required
Sitemap generator- Cannot use
More News Sitemap Attributes (Tags*)
- Specify articles with/without registration
- Genre (i.e. blog, press release, user generated)
- Keyword classifications (i.e. Sports, Business...)
- Ticker Symbols
- Max = 1,000 articles- Use multiple sitemaps via index- Organize by category
*See Google Webmaster Tools for Tag Options
More Considerations“And the rest...”
In News Search, Image Counts
- JPEG
- Inline/non-clickable
- Alt text & Captions
- Large format
- Good ratio aspects
Consider the Following:
Get Scientific About Your Data
Google Webmaster Tools
When Things Go Wrong
Google Webmaster Forumhttp://www.google.com/support/forum/p/Webmasters/label?
lid=401d0e67c19e20e9&hl=en
Yahoo News
- A big player in the news space- Possibly even bigger than Google News
- Formerly 100% selected editorially- Still editorial selection, but an algo-influenced process- Based on search queries
In a Nutshell
• Request inclusion
• SEO best practices
• Use sitemaps
• Images count
• Use GWMT for
feedback
