Wouldn’t it be great if there was a step-by-step guide that outlined SEO strategies for news websites that actually work?
What if this guide included a real case study demonstrating exactly how to improve SEO for news websites?
Good news! (no pun intended ?). We’re gonna walk you through how to optimise your news site, and drive a ton of new and returning readers to your news site.
Continuously produce high-quality, actionable content for your news website
[Tweet “You must consistently produce high-quality, actionable content that is relevant to your readers.”]
Let’s break down this statement.
Producing consistent content
Your content won’t rank immediately. It will take some time to build up search authority.
However, when you publish content frequently and consistently make sure that all of your posts are optimised for:
⫸Your reader’s experience
Over time you’ll reap the rewards of having more new and returning readers.
Two key benefits of consistently producing content:
1: You’ll increase your number of returning visitors
Think of it this way…
Successful YouTubers with a large following clearly state when their subscribers should expect a new video.
They are specific about the days and times new content will be released.
Take a look at this example from Neil Patel’s YouTube channel.
His followers will be expecting a new video on Monday, Thursdays and Saturdays so they are more likely to check in on those days to consume his new content.
With your news website, you want to build up a solid brand that people can trust. Posting consistently helps you to achieve this.
You might be thinking: “how will this help in terms of SEO for news sites?”
Once people see your content ranking highly in search engines and spend time reading your content it will signal to search engines that your content is relevant and useful.
As a result, your content will rank higher in the SERPs.
2: When you post consistently, search engines will know when to crawl over your site. Therefore your content will start to rank quicker.
Producing high-quality content
[Tweet “Your content must be well thought out, unique and specific to your audience”]
It’s vital that the content for your news website is high-quality.
But what does that actually mean?
High-quality content on news websites will have the following attributes:
⫸Unique: There’s a sea of content out there. If your news articles are just a rehash of the content used on other sites it will not add value for your readers.
Be sure to add you angle when you cover news stories.
⫸valuable: What will your readers take away from your news stories?
Bear this in mind for every post that you publish.
For example, if you cover a news story on mental health, you could include links to organisations and sites that help people to get help.
Take a look at this screenshot from the BBC to illustrate this point:
⫸Accurate: There’s a lot of fake news out there.
In order to create a brand that is trustworthy and credible be sure to accurately cover stories and include disclaimers where the opinion of a writer has been stated.
Producing actionable content
You may have a variety of different formats for covering news stories.
When it comes to SEO for news sites one thing to bear in mind is that people use search engines to find answers.
Where appropriate, cover news stories in a way that will help your readers to solve a problem.
Take a look at this example from the BBC. It’s a ‘how to’, where it presents the news on the weather but also gives advice to readers on how to stay safe in the sun.
Producing content that is relevant to your readers
It’s really important that you know as much as you can about your target audience.
Then you can craft well thought out news articles that they will find via search engines and find useful.
When your target audience lands on your content, they should know within seconds whether the content will provide them with what they are looking for.
Brian Dean uses the OBP formula as a content introduction strategy to reduce his bounce rate.
OBP is an acronym for Objective, Benefit, Preview.
If you introduce your stories by identifying what they are looking for, stating the benefits of your article and giving them a preview of what to expect, they’ll be more like likely to stick around.