How Legal Marketers Can Rank in Google News

Today’s Google searches can return news results in a variety of formats. Content can be delivered across Google News, Google Search, Google Assistant, YouTube, and Discover sections. How does Google determine which content will appear in this coveted section? Here are a few insights into what you need to know about Google News. 

What is Google News? 

Google News is something many publishers tend to have questions about. You can find Google News online or as an app. The feed is personalized and presents a “for you” section that shows stories based on your interests. 

On the other hand, Google Search features news directly in search engine results by showcasing the top stories of the day at the top of results. Here they also highlight news stories relevant to users based on their search. 

Being featured in either of these places is great exposure for your content, so it’s worth understanding how it all works. 

How Can I See if My Site is Appearing?

Before you can optimize for better SEO, you need to know how content is performing. Understanding how your site stacks up will help you shape site production, content creation, and more to boost your SEO efforts. Begin by pulling performance reports on Search Console for News and Search. These reports will inform you of traffic that is coming from News and any News links from searches. Before you take action, review this reporting to see if you’re appearing at all. 

What Can I Do to Improve My Visibility? 

Whether you are looking for more traction in News or just want more organic traffic in search results, you need to pay attention to factors that determine how a site rank works. News ranking works a little differently than generic search, and is based on these elements: 

• Relevance of content
• Prominence
• Authoritativeness
• Freshness
• Location
• Language

In the “For You” section, there are additional factors that increase visibility:

• Interests
• Usability
• User preferences for topics or publishers

As you develop a comprehensive SEO strategy, keep each of those factors in mind and make sure they’re addressed with your tactics. Understanding SEO, in general, will also help to benefit your rankings and visibility overall. 

What if I’m Still Not Appearing?

It’s important to know that SEO is not a one-time effort. Proper SEO requires consistent work and regular content production in order to make an impact in rankings. You might feel as though you’re sticking to all of Google’s guidelines and recommendations, and still aren’t showing in Google News or at the top of the search carousel. 

If that’s the case it might be time to audit your content creation process. Are you publishing regularly? And is your content original news content? Remember that Google’s automated systems regularly evaluate your pages to determine if you’re actively following practices that meet their criteria. It may take a deep dive into your content publishing to earn visibility on these channels of Google’s platform. 

Takeaway:

Google News is one of the best ways to introduce your firm to new audiences and demonstrate your value clearly. As with all things search, though, navigating Google News can be complicated. If you’re struggling with your website ranking, contact us and we can be of assistance.