SEO Guide for Media

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Just as there are hundreds of types of businesses, there are also many types of websites. Each one has its own characteristics: programming, content manager, publication rate, types of pages... Therefore, we cannot define a universal SEO strategy that is valid for all existing websites.

One of the cases in which we must pay the most attention to SEO optimization and adapt it to the needs of each website is in digital media and newspapers. A large part of the income of these types of portals comes from advertisements and, usually, the total volume of visits is proportional to the income provided by advertising. Hence, SEO plays a very important role , providing a constant flow of visits.

The SEO optimization process for an online newspaper never ends . In fact, the SEO tasks to be carried out have no beginning or end for any type of website: positioning work must be a constant and this channel must china whatsapp data never be left aside.

When we analyse the website of a digital media or newspaper to optimise its positioning, we are not looking to correct a Title attribute that is too long for a specific news item, or an image with excessive weight in a collection of photographs. The objective is to find points of improvement to increase SEO traffic by focusing on:

Scalable changes . Propose modifications for different types of pages (news, categories, tags...), applicable to the entire website, without depending on individual changes to each content.
Involvement of editors . The content of a newspaper is generated by the editorial team. Since this content is one of the axes of the SEO strategy, it is mandatory that the editors participate in the positioning.
Opportunities for growth . Propose new ways to attract new SEO visitors.
The importance of SEO in digital media traffic
Organic traffic represents approximately 50% of media traffic . Although they have significant direct traffic due to their brand recognition and the loyalty of many readers, and they also capture a lot of traffic from networks or email marketing, SEO is the most important channel. In this 50% we consider organic traffic to include both the blue links in the SERP and also the traffic coming from Google News and Google Discover , two very important sources for media.

Media KPIs
Historically, media outlets have pursued the more classic KPIs (page views, unique users, session time, and derivatives). Most of their revenue sources are ads, so they will be interested in measuring ad clicks. Today, media outlets are trying to change their business model, and the core of the strategy is to pursue more registrations and subscriptions . SEO must provide quality visits , both for users who are parachuted to a specific content, as well as users who may enter into a loyalty process.

Media on Google
As we saw in our post about SERPs , we have more and more types of result formats in Google results. The media aspire to a wide variety of them, we will see the most important and strategic ones:

Top Stories
These are featured news , which usually appear in a carousel and in a very visual way. They appear for current content. Generally, they will show us one news item per media, and they only appear when several media are talking about a topic, and therefore it is trending: