SEO for Publishers

Attract and engage your audience with publisher SEO services designed to improve organic performance and visibility in search engines for media properties.

Partner with us to:

Generate Organic Traffic

Optimize relevant content built around targeted, high-intent topics

Engage Readers, Listeners and Viewers

Share stories that keep your audience coming back

Snowball Organic Performance Over Time

Publish evergreen articles that continue to perform

Growing a digital media property gets harder every day, but with the State of Digital Publishing it's simple.

Not enough skilled staff? 😨

No time to implement and optimize your website content for SEO? 😭

Lack of information on what to try next? 🧐

Experienced publishers here to help

We built State of Digital Publishing from scratch to where it is today. And we’ve done so using the same strategies and systems we’ve utilised to help other digital publishers. Digital publishing is a demanding, dynamic world, but we help our publisher clients overcome the challenges by building sustainable media properties.

Some digital media & publishing clients we've helped:

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Our Process

For publishers, search engine optimization is the process of optimizing content to attract more readers for your stories—including both topical news events and evergreen content.

Editorial and audience development teams are on the front lines of SEO, often without proper skills and training.

In digital publishing, the content itself determines how well optimized for organic search a story is. Even after you launch your story, it can continue to be improved, maintained or redirected to keep new visitors coming.

Our SEO for Publishers service takes a data-driven approach, ensuring you build site architecture and stories with best practices in mind to improve performance overtime.

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RESEARCH

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AUDIT

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OPTIMIZE FOR ENGAGEMENT

SEO for Publishers

What Publisher Clients Say…

Don't lose sight of your goals

It’s easy to get caught up in the day-to-day minutiae of publishing. But don’t force yourself to turn down new partnerships because you’re too busy refreshing your evergreen articles.

Develop a plan and processes to take your media property to the next level and beyond—and let State of Digital Publishing help.

On face value, search engine optimization, or SEO, might seem simple. If you take the the blanket definition of SEO, for example – a process of improving the relevancy of a website with keywords, in order to align it with search engine user queries, or keywords.

But the fact of the matter is, the future of Google’s search is moving towards being a content discovery platform and how it assists a users journey due to the increasing percentage of content being found in search engines.

So, with that, it’s about creating intelligent, connected and performing content and publications using an underlying set of strategies. 

SEO in publishing is different than other industries because the web ecosystem naturally rates media and publishing sites as more trustworthy and linkable – placing a larger emphasis on content and technical SEO factors.

Google also offers content owners and digital media publishers a different range of verticals and tools for content distribution, like AMP, Google News, Google Discover and more, which requires different optimization nuances. 

Unfortunately, SEO for publishers is usually an afterthought, due to editor’s work demand and the high volume of new articles needing to be published every day.

Don’t fret.

SEO is an organisational effort and even after you launch your story, the SEO performance content can continue to be improved, maintained or redirected to engage and attract new visitors.

Experts often say that you shouldn’t write off SEO as a source of traffic to your publication. SEO is extremely cost-effective, so long as you are strategic with your keyword selection. Unlike paid traffic, which you need to keep increasing over time, organic traffic is free.

High ranking articles on Google or other search engines, like Bing and DuckDuckGo give news sites prime real estate – all for free. In the end, strong SEO works day and night for you and the results continue to snowball over time. Even when you are sleeping, your content will continue to work for you, as it reaches new audiences for relevant user queries across the web.

Monetizing search traffic through subscriptions, ads, and sponsored content

Unlike retailers, who make their money from on-site purchases, a publisher’s revenue stream is often from a combination of subscriptions, sponsored articles, and ads.

How SEO fits into this is that it helps to generate increase website traffic and visits, so you can then turn this traffic into customers by encouraging them to subscribe to your publication, drive them to a sponsored article on a click on an ad.

There are a number of technical SEO and content tactics your can implement to help improve the possibility of your news articles showing in Google News results, including website architecture, structured data, on-page and off-page SEO factors.

The Ultimate Guide to Google News SEO

Original reporting an SEO ranking factor

Original reporting is also emphasized as an SEO ranking factor, as it’s seen by search engines as a positive sign for more niche publishers and departments focusing less on rehashing existing stories and competing on a level playing field.

Different top-level approaches many publishers can adopt as part of their SEO strategy is building evergreen content into their approach and refining and maintaining optimal site architecture.

How to optimize your website architecture for SEO

In May 2020, Google announced that it would be rolling out a new ranking signal that combines both the Core Web Vitals with existing user experience signals.

It means that rather than mobile site optimization or structured data for improved visibility, publishers need to present intuitive, user-friendly sites that make it easy for humans to navigate.

However, you can take many steps to ensure this by making is easier for search engines to crawl and index your site by:

  1. Having clear, consistent primary navigation
  2. Clarifying your editorial universe on your homepage, so users know who you are and what you do
  3. Have an optimized sitemap to help search index crawlers crawl and index your site correctly

Other ways to improve content organization for SEO

Publishers can also implement systems for improved content organization i.e. tags, internal linking, optimization for mobile usability, AMP, page speed and Google’s knowledge graph using schema, structured data and wiki data. 

Always ensure that you are conducting regular technical SEO hygiene reviews, as this provides the foundation for consistent content discoverability and ability to rank at the top of search engines.

The search landscape and Google’s algorithms are constantly changing, so contact the SEO experts at SODP will help you with this process.

Simply put, SEO publishing with content marketing, results in a high ROI content strategy with engaging content that ranks high and improves in performance over time.

Rather than being keyword-first or focusing on producing trending or social media-derived news stories or articles that may or may not perform, you can produce content that is backed by research in the right format.

Doing so will increase your baseline organic traffic, while creating a content strategy that’s aligned to your target audience.

Topic Clusters: the next evolution of SEO

The planning and development of a data-driven content strategy is through the Topic Cluster model.

What are topic clusters?

Topic clusters, or content clusters, are groups of related content that collectively cover a broad subject area. The topic cluster model is built on a hub-and-spoke framework, and each cluster has three essential components:

  • One broadly-focused pillar page
  • Multiple in-depth cluster pages
  • Strategically-placed internal links

Content clusters provide contextual support for all pages within a group, while also laying the foundation for a strong internal linking structure.

From their experiment, HubSpot was quantifiably able to  drive the following results by planning and implementing content clusters:

  • Domain authority from 40 to 60
  • Weekly organic sessions 13% week on week
  • Clicks from SERP for one keyword by over 1,500%

How to improve SEO for publishers

Having planned editorial workflows for new topic creation based on trends and the latest news, historical optimization of existing articles for ongoing improvement and competitor content analysis is how you can effectively combine your SEO work and content strategy.

State of Digital Publishing are experts in assisting digital media publishers to roll out an SEO content strategy for publishers or help to develop the capabilities internally for larger-scale growth.

Understanding how content appears in search engines for your content type and the topic of your page can enable a rich set of features for your page in search results, hence providing additional content distribution methods. 

Enhancements for search engines include:

  • Google AMP for Google Discover, News carousel and mobile referral traffic
  • Podcast submission to Google Podcasts for podcast discovery from search
  • Featured snippet optimization for local and voice search and evergreen content distribution on voice devices
  • Structured data enhancements for recipes, paywall content, critical reviews and site links for site architecture
  • Knowledge graph submissions for enhancing branded search discovery and content discovery on health cards (particularly for the health niche)
  • Plus more

With searches increasingly becoming click-less, adding schema markup to increase the likeliness of showing rich snippets for a higher click-through rate, which is an important aspect of ongoing content tweaking and performance optimisation.

Our SEO and content strategy varies depending on your digital media publishing organization, internal capabilities and resources and ultimately, your business’s allocated budget.

Take advantage of State of Digital Publishing’s free strategy audit, and together we can find the right solution for you.

SEO for Publishers

Free Google News SEO Cheat Sheet

Tips to increase rankings, visibility and traffic — specifically for digital publishers.

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Contact us to schedule your meeting and to receive your FREE audience strategy audit. No obligations, just a detailed SEO publisher strategy.

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