News SEO refers to the specialized practice of optimizing digital news content to improve its visibility and ranking on search engine results pages (SERPs), particularly in news-related search features such as Google News, Top Stories, and Google Discover.
In the context of Malaysia, where digital news consumption is rapidly growing, News SEO is important for publishers looking to reach a wider audience and drive traffic to their websites. With over 90% of Malaysians using the internet and a significant portion relying on Google for news, optimizing for search engines is important for staying competitive.
News SEO Guide
How Does News SEO Differ From Traditional SEO?
News SEO differs from traditional SEO primarily due to the time-sensitive nature of news content. While traditional SEO focuses on evergreen content that remains relevant over time, News SEO requires frequent updates and real-time optimization to keep up with the 24/7 news cycle.
During breaking news events, Malaysian news publishers must update their articles with the latest information to maintain their rankings in Google News and Top Stories. Traditional SEO tools often provide data updates on a daily or weekly basis, but News SEO tools like the Trisolute News Dashboard offer real-time tracking, allowing publishers to monitor keyword performance in 5-minute increments.
Why Should News Publishers Focus on Google?
News publishers should focus on Google because it remains the most widely used search engine in Malaysia and globally. According to StatCounter, Google holds over 95% of the search engine market share in Malaysia, making it the primary platform for news discovery.
Google News, in particular, is a key source of traffic for publishers, as it aggregates news articles from various sources and presents them to users based on relevance and freshness. For Malaysian publishers, appearing in Google News can significantly increase visibility and credibility, especially for local news outlets that cater to specific regions or communities.
What Are the Key Components of Google News?
Google News is a dedicated platform within Google that aggregates news articles from various publishers and presents them in categories such as Local, Business, Technology, and Sports. In Malaysia, Google News supports multiple languages, including Bahasa Malaysia and English, allowing publishers to reach a diverse audience.
Google News rankings can appear as headline rankings, which include an image and are more prominent, or text rankings, which are smaller and less visually striking. For example, a Malaysian news publisher covering a local election might appear in the “Local” category with a headline ranking if their article is timely and relevant.
How Does Google Rank News Content?
Google ranks news content based on several factors, including relevance, freshness, authoritativeness, and usability.
- In Malaysia, relevance is determined by how closely an article matches a user’s search query, which means publishers must optimize headlines and article bodies with relevant keywords.
- Freshness is critical for news SEO, as Google prioritizes timely content, especially for breaking news. For instance, during the 2023 Malaysian general election, publishers who updated their articles with the latest results and developments saw higher rankings in Google News.
- Authoritativeness is another key factor, as Google prioritizes trustworthy sources. Malaysian publishers can build authority by consistently producing high-quality, original content that adheres to Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines.
What Are the Top Ranking Types on Google’s SERP?
Google’s SERP features several news-related ranking types, including the News Box, Knowledge Panel, and Featured Snippets. In Malaysia, the News Box is one of the most sought-after ranking types, as it appears near the top of the SERP and displays multiple news articles related to a specific topic.
For example, during the COVID-19 pandemic, Malaysian publishers who optimized their articles for keywords like “COVID-19 cases Malaysia” often appeared in the News Box, driving significant traffic to their sites. The Knowledge Panel is another important ranking type, especially for entertainment and sports news, as it provides biographical and current news information for notable figures. Malaysian publishers covering celebrities or athletes can benefit from appearing in the Knowledge Panel, as it often includes links to news articles.
How Does the Mobile SERP Differ From the Desktop SERP?
The mobile SERP differs from the desktop SERP in terms of layout and user behavior. In Malaysia, over 80% of internet users access the web via mobile devices, making mobile optimization a priority for news publishers.
The mobile SERP often features fewer articles in the News Box compared to the desktop SERP, which means publishers must work harder to secure a spot. For example, a Malaysian publisher covering a major sports event might prioritize mobile-friendly headlines and images to increase their chances of appearing in the mobile News Box. Desktop SERPs, on the other hand, offer more real estate for news articles, making them ideal for long-form content and in-depth analysis.
What Is Google Discover and How Does It Work?
Google Discover is a personalized content feed that appears on mobile devices and is based on a user’s web and app activity. Unlike Google News, Google Discover is not driven by search queries but by user interests and behavior.
In Malaysia, Google Discover can drive significant traffic to news publishers, especially for evergreen and niche content. For example, a Malaysian publisher covering travel destinations might see their articles appear in Google Discover if users have shown interest in travel-related topics. To optimize for Google Discover, publishers should focus on creating timely, helpful content with strong visuals and clear headlines.
What Are the Key News Ranking Factors?
Google uses several ranking factors to determine the visibility of news content, including technical factors like Core Web Vitals and content factors like E-E-A-T. In Malaysia, Core Web Vitals, which measure page load speed, visual stability, and responsiveness, are critical for news SEO, as slow-loading pages can lead to lower rankings.
Content factors like E-E-A-T are equally important, as Google prioritizes trustworthy and authoritative sources. For example, a Malaysian publisher covering financial news can build authority by consistently producing well-researched articles that cite credible sources. Backlinks, while not as strong a ranking factor as they once were, still play a role in establishing authority, especially when linking to reputable sources.
How Can News Publishers Discover Trending Topics?
News publishers can discover trending topics using tools like Google Trends and the Trisolute News Dashboard. In Malaysia, Google Trends is a valuable resource for identifying emerging news topics, as it shows what people are searching for in real-time.
For example, during the 2023 Malaysian floods, publishers who monitored Google Trends were able to quickly produce content on topics like “flood relief efforts” and “emergency contact numbers,” driving traffic to their sites. The Trisolute News Dashboard offers additional insights by tracking keyword performance and competitor rankings, allowing publishers to identify gaps in their coverage and prioritize trending topics.
What Are the Best Practices for Using a News SEO Tool?
The best practices for using a news SEO tool include setting clear goals, integrating the tool into daily workflows, and analyzing competitor data. In Malaysia, publishers using tools like the Trisolute News Dashboard should focus on metrics that align with their newsroom KPIs, such as mobile SERP rankings or Google Discover performance.
Daily use of the tool is essential for staying on top of search performance, especially during breaking news events. For example, a Malaysian publisher covering a live event like a political debate can use real-time data to optimize their articles and secure a spot in the Top Stories News Box. Analyzing competitor data is also crucial, as it provides insights into what works for other publishers and helps inform optimization strategies.
What Are the Benefits of Using Yoast News SEO?
Yoast News SEO is a plugin that helps news publishers optimize their websites for Google News by generating XML sitemaps and adding relevant schema markup. In Malaysia, publishers using Yoast News SEO can benefit from features like automatic pinging of Google when a new article is published, ensuring that their content is indexed quickly.
The plugin also allows publishers to exclude specific categories from their Google News sitemap, which is useful for publishers who produce non-news content like opinion pieces or lifestyle articles. For example, a Malaysian publisher covering both news and entertainment can use Yoast News SEO to ensure that only their news articles are included in the Google News sitemap.