PROGRAMME OUTLINE
Session 1: 22 August 2023 | 3pm-5pm SGT
- Google’s 3 main processes: Crawling, indexing, and ranking
- Google News vs Google Search; different ranking types
- Finding the right keywords and topics
- Optimising articles; headlines, intros, images, structure and subheadings, URLs
Session 2: 23 August 2023 | 3pm-5pm SGT
- SEO workflows for breaking news & tentpole events
- Live articles best practices
- Updating & Republishing content
- Topic hubs and internal linking
Session 3: 24 August 2023 | 3pm-5pm SGT
- Optimising for Google Discover
- Technical SEO for articles
- Images and SEO
- Q&A
LEARNING OUTCOME
Participants will acquire insights and practical knowledge, enabling them to optimise their news publishing website for maximum visibility and traffic from Google’s ecosystem.
1. Understanding Google’s News Ecosystem
- Gain strong understanding of the role news plays in Google’s ecosystem.
- Grasp how Google’s ranking system work for news-specific content, including Google News, Top Stories and the Discover feed.
2. Keyword Research and Optimisation
- Ability to identify the right keywords to use in their headlines and article copy
- Learn how to optimise their articles for maximum visibility in Google’s news-specific ranking elements, including the Discover feed.
3. Maximising Visibility in Google’s Discover Feed
- Gain insights into Google’s Discover Feed and how to optimise content to appear prominently in personalised news discovery platform.
- Understand the factors that influence content visibility and engagement.
4. Strategies for Syndicated Content
- Learn the best practices for live articles and syndicated content.
- Understand when it’s appropriate to publish a new article vs updating an existing story.
5. SEO Guidance for Participant’s Publication
- Opportunity to ask specific questions related to SEO challenges face by your publication.
WHO SHOULD ATTEND?
Journalists and editors involved with the day to day writing and publishing of news content, who want to make sure their stories get the best chance of ranking in Top Stories and Google News.
Audience growth strategists looking for ways to maximise traffic and find new avenues for organic search visits.
