Google News is a key platform for publishers, offering a powerful way to reach audiences with timely and relevant content. However, succeeding on Google News requires a deeper understanding of its structure, algorithmic inclusion process, and ranking factors.
This article unpacks the nuances of Google News, providing publishers with insights into how it works and strategies to optimise their presence.
What Is Google News?
Google News is a search engine and aggregation platform for news content, available via the news.google.com portal, mobile apps (iOS and Android), and within Google Search. Its primary function is to organise news articles from around the world and present them in a personalised feed based on user preferences and interests.
Google News surfaces articles using algorithms that assess factors like content quality, relevance, authority, and freshness. While it provides a significant traffic opportunity, appearing on Google News is not guaranteed and requires publishers to meet both technical and editorial standards.
Inclusion in Google News
Historically, inclusion in Google News was a manual process. Since the 2019 update, however, this process has been automated and algorithm-driven. Google’s algorithms now determine whether a publisher’s site is eligible for inclusion.
According to Google’s guidance, publishers do not need to apply for inclusion. Instead, they should focus on producing high-quality content and adhering to Google’s content policies and technical requirements. While inclusion happens automatically for eligible sites, publishers can enhance their visibility by submitting their feeds and URLs to the Google News Publisher Center.
Key Steps to Improve Inclusion Chances:
- Comply with Google News content policies.
- Ensure your site meets Google’s technical requirements.
- Use structured data to help Google understand your content.
- Submit your publication to the Publisher Center and provide clear, updated feeds.
Ranking in Google News
Google News uses algorithms similar to Google Search, with an emphasis on factors specific to news content. Here are some of the primary ranking factors:
- Relevance: Articles must align with user queries or interests. Clear, concise headlines and accurate metadata can help signal relevance.
- Authority and E-A-T: Expertise, Authoritativeness, and Trustworthiness (E-A-T) are critical. Publishers should establish their authority by producing well-researched, accurate content and ensuring author information is clear.
- Freshness: Recent articles are prioritised for timely topics. However, original reporting is also rewarded, with Google highlighting it as a key focus in its ranking updates.
- User Experience: Factors like page load speed, mobile responsiveness, and HTTPS security also influence rankings.
- Localisation: Google increasingly emphasises local news. Publishers should optimize content for regional relevance when appropriate.
Benefits of the Google News Publisher Center
The Google News Publisher Center is a tool that allows publishers to manage and customize their presence on Google News. While it is not required for inclusion, it offers several advantages:
Content and Branding Control: Publishers can design and organise their publication’s sections and branding within the app.
Monetisation Opportunities: Through the Publisher Center, publishers can integrate Google Ad Manager and even use paywalls with the Subscribe with Google feature.
Enhanced Visibility: Properly structured feeds and section fronts can improve how content appears on Google News.
Challenges and Considerations
While Google News provides valuable traffic opportunities, it’s not without challenges. The algorithmic inclusion process means that publishers have limited control over visibility, and competition for high-ranking spots is intense. Additionally, factors like breaking news cycles and user preferences can create variability in traffic.
Publishers should also be aware that submitting content via the Publisher Center or optimising for Google News does not guarantee ranking or inclusion. Instead, focusing on long-term editorial quality and user-focused content is key.
Measuring Performance on Google News
Google provides tools to help publishers track their performance:
Google Search Console: Use the Google News performance report to monitor traffic from news.google.com and the Google News app.
Analytics Tools: Combine Search Console data with other analytics platforms to better understand audience behaviour and optimise content strategies.
A Balanced Approach
Succeeding on Google News requires a balance of editorial excellence, technical optimisation, and strategic planning.
While the platform’s automated processes limit direct control, publishers can still increase their chances of success by focusing on quality, relevance, and user experience.
In the next article, we’ll explore Google Discover, a platform offering an entirely different content discovery approach.
Stay tuned!
Google Search & Google News on Search
A detailed guide to Google News, what it is and how it impacts your traffic
Read More
Google Discover
Understand this personalized feed and how it can become a dominant traffic source for your content.
