The New York Times’ Christine Liang discusses the latest suggestions and tactics for improving news for search — straight from NESS 2021.
News search has become more difficult, and it’s more critical than ever to stay current on the latest news SEO best practices.
Christine Liang, Senior SEO Director at The New York Times, presented “Everything you need to know about editorial SEO” at the 2021 News and Editorial SEO Summit (NESS).
“The news space is difficult,” Liang stated. There are Top Stories, Google News, and domestic and international algorithms to name a few. It’s possible to feel completely overwhelmed.”
“However,” she added, “I’m here to simplify things.”
Liang discussed a variety of recent SEO methods that The New York Times and other large newspapers employ to enhance content for optimal search visibility. Here are ten that you can use on your own site.
Related: 101 Quick & Actionable SEO Tips
Conduct Keyword Research and Concentrate on Search Intent
Liang suggested the 600 attendees at NESS to begin their keyword research utilizing Google’s autocomplete tool. “Evaluate the types of search results that appear for your term,” she recommended.
Consider the following:
- How are searchers discussing the subject?
- How do competitors approach the subject?
- What types of content are planned for this subject?
“Conducting research will assist you in focusing in on the keyword and search intent,” she explained.
Liang also advocated using Google Trends to determine the level of interest in specific topics. “Analyze search demand for a topic by examining several timeframes.”
Additionally, she asked attendees to scroll down to “identify breakout terms… and determine whether a trendy issue remains in demand.”
Related: The Ultimate Guide to Keyword Research for SEO
Compose Entertaining Headlines
“The SEO headline (title tag) is a critical ranking factor,” Liang stated. The headline’s keywords communicate to consumers and Google what the content is about.”
She recommended the following:
- Maintain a character count of less than 65 characters, and significantly less for mobile.
- Bring the primary keywords to the front.
- Make it interesting! SEO headlines are not required to be stuffy.
Additionally, Liang stated that it was a good idea to update headlines with new information and keywords.
“Updating headlines is an effective technique to ensure that readers receive the most up-to-date information,” she explained. It’s also a freshness signal – it instructs Google to re-crawl the page because new information has been added.”
“Make it a quality update,” she recommended. “Combine headline changes with other types of updates, such as an image change or more body copy.”
