The Google News service highlights content from news sites. Here’s why you should make it the heart of your SEO strategy.

More than any other player on the web, the purpose of an information site is to attract readers who will read his articles. And for that, you have to be visible on the search engines. That’s good: the number one engine in the world offers users a service specifically dedicated to this type of content, Google News. We explain to you why you absolutely must put it at the heart of your SEO strategy – right now!

Google News, what is it?

Google News is an information aggregation service. To fully understand what it’s all about, you have to imagine the web as a huge room in which millions of people would talk at the same time. If you do not develop a super-power like Daredevil, you would be unable to understand anything about this hubbub; you would need a tool that would increase the vocal volume of some people at the expense of others. You could thus capture the most relevant information while leaving in the shade the superfluous. This incredible tool exists, it’s Google News. This service helps to raise and lower the volume of providers of information on the web according to many criteria (qualitative and technical). In this way, Internet users can access content – press articles, dispatches, background files – from a variety of sources around the world (about 50,000 to date in 22 countries).

Launched in 2002, the Google News service is used by nearly 1 billion people each week (Google study conducted in 2014). But, concretely, what interest would you have to be referenced on? Why not settle for your conventional natural referencing?
Why should this service be central to your SEO strategy?

The interest is threefold. First, you can offer your news site exceptional visibility, because of the huge volume of users of the service. If you believe Google in person, the click rate on this service can represent up to 20% of the total for a specific link!

Secondly, being present in news-related results also allows you to optimize your SEO, so you can also display your pages in Google’s traditional SERPs. This is because the operation of Google News is modeled on that of SEO. In essence, to be able to choose the information to be prioritized in the search results of users, Google relies on a number of criteria relating to the relevance of content, their quality and the reputation of the sites that offer them. It is from these criteria that the pages are positioned and displayed on the screens of the users who made the ad hoc requests. Therefore, these criteria overlap those of SEO and provide better overall visibility.

Finally, thirdly, Google News helps improve your brand awareness and credibility, with the following fallacy: if your pages are displayed in this service, it means that your site is at once expert, serious and dignified of confidence. Which, in a context where e-reputation plays an increasingly important role, is not to be neglected.

What are the criteria to respect?

Ok, you have to appear in Google News; ok, you have to put this service at the heart of your SEO strategy. All that is fine, but how are you doing? The prerequisites, indeed, are numerous. And to claim a place in the sun, it works.

First, you must submit your website’s application to Google News teams by filling out an online form (found on this page). Then wait for your request to be officially validated. On average, only one in five applications is accepted, due to the drastic terms set out below.

In the second place, therefore, you must meet several conditions that are:

1. The site must produce content revolving around the news;
2. The content in question must be relevant and stick to the hot news of the moment (Google News will not put forward a great report on the sinking of the Titanic …);
3. Publications must be regular, at least twice a week;
4. The contents proposed must be qualitative, with the surfer as sole destination; clear, legible and original articles are needed;
5. The site must be technically irreproachable (and each article have its URL);
6. Only “clean” methods of SEO are accepted (followers of Black Hat, go your way);
7. Awareness of the source has a lot of weight: content published by a major national newspaper is more likely to find its place among the results than that of a little-known news blog;
8. Inserting labels in the URLs, for example to specify the theme or type of support, will greatly help Google’s robots;
9. Your team must be composed of several editors, all of flesh and bone, whose identities are clearly informed;
10. Transparency is not an option, whether it is your sources of information or your legal status;
11. The use of advertising and promotional content should be kept to a minimum.

These are the criteria for Google News to receive you in the Holy of Holies SERPs.

Not easy ? Certainly. But once you’re there, you’ll enjoy exceptional visibility, optimized SEO and a notoriety curve that’s sure to rocket!

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