SEO for Publishers
Attract, engage and retain audiences by using sustainable publisher search engine optimization (SEO) solutions
Attract, engage and retain audiences by using sustainable publisher search engine optimization (SEO) solutions
Develop a Roadmap
Understand where your site has been, where it’s going and how to move the needle. Let us provide the blueprint for SEO success.
Target Readers, Listeners and Viewers
Discover strategies for producing and optimizing news content that hook the audience.
Increase Organic Performance Baseline Over Time
Publish articles that continually grow your organic traffic and monetization.
Growing a digital media property becomes more complicated every day.
Let State of Digital Publishing manage your SEO strategy, leaving you to focus on what you do best.
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.
Using the topic pillar and cluster approach, our solutions for SEO for Publishers take a data-driven approach, ensuring your build website structure and stories with best practices in mind to improve performance over time.
This model organizes content pages to create a more structured and targeted site architecture.
This organizational strategy focuses on clustering related articles together around specific topics, rather than spreading loosely related or unrelated content across multiple pages of a site.
Google and other top search engines have changed their algorithms to favor content that is more topic-oriented. This is because content clusters that are tightly woven around specific topics are easier for Google to locate and serve up in response to increasing users’ queries, compared to content that is loosely organized. The result is easier search and indexing for Google, and better search results for users.
Research
We conduct extensive research to provide insights into current search trends and spend time understanding your niche.
Audit
Our SEO professionals conduct site audits in search of relevant content, external and internal linking, and technical problems that cost both traffic and revenue.
Publishers need to produce content every day, leaving little time to develop the in-house expertise needed to optimize said content for search engines.
Optimization goes far beyond finding and including keywords, and also requires a blend of on-page, off-page and technical SEO strategies.
Even after a story has been published, it needs to be regularly evaluated for improvement, maintenance or refocusing.
SODP is an industry leader in developing publishing SEO strategies. We provide digital marketing solutions to define and refine SEO strategies and maximize publisher revenue streams.
Our editorial and technical SEO teams have decades of combined experience in boosting search engine results page (SERP) rankings, driving organic traffic, building brand authority and maximizing earnings.
Our strengths in Google News SEO, information architecture and taxonomy, and content strategy and capabilities building — coupled with a data-driven topic pillar and cluster approach — will ensure the continued performance of your website and stories over time.
Still, putting a strategy together? Let’s develop a content and SEO strategy that not only maintains value for existing subscribers but also appeals to a new, wider audience.
It’s easy to get caught up in the day-to-day minutiae of publishing. But don’t miss out on new partnerships simply because evergreen articles need to be refreshed and curated.
Develop a plan and process to take your media property to the next level and beyond, and let State of Digital Publishing (SODP) help through proven editorial SEO services.
Publisher SEO refers to the optimization techniques used by online publishers to increase the visibility and traffic of their content. It involves various strategies such as keyword research, on-page optimization, link building, and content creation to improve search engine rankings and attract more organic traffic.
To excel at Publisher SEO, publishers need to focus on producing high-quality content that meets the needs of their target audience, while also being optimized for search engines. Additionally, implementing a strong technical SEO strategy can help improve website speed, mobile-friendliness, and crawlability, all of which are critical factors in search engine rankings.
In summary, Publisher SEO is the process of optimizing online content for search engines to improve visibility and drive more organic traffic to a website. By implementing effective SEO strategies, online publishers can increase their website’s search engine rankings, attract more visitors, and ultimately grow their business.
Unfortunately, SEO for publishers is usually an afterthought owing to heavy editorial workloads and the high volume of new articles that need to be published every day.
Don’t worry.
SEO is an organizational effort. Even after a story is published, its SEO performance can be improved, maintained, or redirected to engage and attract new visitors.
SEO is more than just just a source of traffic, it is also a highly cost-effective means of building brand awareness and authority.
High ranking articles on Google or other search engines, such as Bing and DuckDuckGo, give news sites prime real estate. In the end, strong SEO means content works day and night to attract new audiences from across the web and cement the brand’s position within the industry.
Unlike retailers, who make their money from on-site purchases, publishers’ revenue streams often consist of subscriptions, sponsored articles and ads.
SEO helps generate increased website traffic and visits, creating new opportunities to sell subscriptions or drive ad engagement.
There are several technical SEO and content tactics that can be used to optimize news articles for Google News. Publishers can look to implement a range of strategies including website architecture, structured data as well as on-page and off-page factors.
As an SEO consultant for publishers, SODP has helped a range of news organizations to do just that — from large outlets to newly operating startups.
Original reporting is often emphasized as an SEO ranking factor. Search engines see it as a positive sign when niche publishers focus less on rehashing existing stories and instead focus on adding value to trending topics.
As Google notes, original reporting “provides information that would not otherwise have been known had the article not revealed it.”
Many publishers take different top-level approaches to build evergreen content into their approach, refining and maintaining optimal site architecture.
Google announced in 2020 the launch of new ranking signal Core Web Vitals alongside existing user experience signals.
Rather than relying on mobile site optimization or structured data for improved visibility, publishers need to present intuitive, user-friendly sites that are easy to navigate.
Making it easier for search engines to crawl and index a site involves:
Publishers should implement systems for improved content organization, such as tags, internal linking, optimization for mobile usability and Google’s knowledge graph using Schema, structured data and wiki data.
Conduct regular technical SEO reviews, as this provides the foundation for consistent content discoverability and the ability to rank at the top of search engines.
Constant updates to the search results landscape and Google’s algorithms mean it can be difficult to stay abreast of the required technical knowledge and expertise. State of Digital Publishing (SODP) acts as an SEO consultant for publishers, working alongside existing teams to ensure their digital marketing strategy is always one step ahead.
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Combining the finer points of SEO publishing with content marketing strategies, including engaging content that ranks high and improves performance over time, has been shown to result in a higher return on investment (ROI).
State of Digital Publishing (SODP) believes in a holistic approach to SEO. Rather than focusing only on keywords or producing trending or social media-derived news stories or articles, we help research and produce correctly formatted, timely and evergreen content designed to please both the search engine algorithms and readers.
Doing so will increase baseline organic traffic while creating a content strategy that’s aligned with a target audience.
The planning and development of a data-driven content strategy has been revolutionized through the introduction of the Topic Cluster model.
Topic clusters, also known as 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:
Content clusters provide contextual support for all pages within a group, while also laying the foundation for a strong internal linking structure.
One of our own clients, a leading men’s lifestyle publication in Australia, adopted the content cluster strategy to drive the following results:
Effectively optimizing content involves combining SEO and content strategies. It starts with planning editorial workflows for new topic creation, optimizing existing articles for ongoing improvement and analyzing competitor content.
Here at State of Digital Publishing (SODP), we are experts in either helping digital media publishers building a brand new SEO content strategy or advising on the evolution of an existing model, while helping develop internal capabilities for larger-scale growth.
Google has introduced a variety of methods to surface content in its SERPs beyond the existing pay-per-click (PPC) ads and organic results.
Understanding how and where content appears in search engines is essential to leveraging these additional distribution methods to their fullest.
– Google News
– Top Stories carousel
– Featured snippets
– Google Discover
– Web Stories
– Google Assistant
– Google Podcasts
– AMP
– Structured data
– Healthcare condition cards
State of Digital Publishing’s (SODP) SEO and content strategy costs vary depending on the digital media publishing organization, internal capabilities and resources, and the business’ allocated budget.
Take advantage of our free strategy audit and together we can find the right solution for you.
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State of Digital Publishing is creating a new publication and community for digital media and publishing professionals, in new media and technology.
News SEO
Success Factors
Stay ahead of the pack! These 60 SEO action items will help you unlock the massive potential of Google News traffic.
News SEO
Success Factors
Stay ahead of the pack! These 60 SEO action items will help you unlock the massive potential of Google News traffic.