Build a playbook for news event content to improve search visibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2021, 12:31 PM UTC

Interlinking pages with relevant content and featuring external links enhances discoverability, content crawling and boosts SEO.

News brands wanting to improve the visibility of their content in search should use Google's autocomplete feature to run keyword research. According to Christine Liang, the SEO Director at The New York Times, marketers must prioritise users’ search intent and leverage Google Trends to evaluate consumer interest.

Create engaging headlines with SEO optimised keywords and new information under 65 characters, as well as place keywords within URLs to improve search visibility in SERPs. Including images and videos can help brands drive click-through rates (CTRs) and engagement.

News publishers should publish fresh content promptly, update timestamps, include embedded images, quotes and more, as Google prioritises recent and quality content. Creating evergreen content, a playbook for news events, and planning ahead is recommended.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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