The right SEO strategy for news outlets

Clara Soteras, starting her consultancy for SEO for news publishers, discusses the unique challenges and strategies involved in optimizing content for news outlets. She emphasizes the importance of tailored SEO practices that cater specifically to the dynamic nature of news publishing. Clara shares insights on conducting effective trainings and workshops in newsrooms to enhance the visibility and reach of news articles. Her expertise is grounded in her passion for working with various publishers and her desire to elevate their content on digital platforms.
About the speaker

Clara Soteras

El Nacional

- El Nacional

SEO Consultant for News Publishers, Director of SEO and Product at El Nacional and Associate Professor at UAB

Show Notes

  • 05:10
    Impact of the ever changing news cycle on SEO strategies.
    The discussion focused on how the dynamic nature of news affects the approach to SEO, requiring frequent updates and adaptability.
  • 08:45
    Differences between SEO for breaking news and evergreen content.
    Exploring how strategies differ when optimizing for immediate, trending topics versus content that remains relevant over time.
  • 12:30
    Balancing timely content with long term SEO goals.
    The conversation highlighted the challenges of maintaining SEO effectiveness while ensuring content remains current and timely.
  • 17:20
    Optimizing news content for featured snippets and SERPs.
    Strategies were discussed on how to enhance visibility in search engine results pages, particularly through featured snippets.
  • 21:55
    Importance and tactics of local SEO for news outlets.
    The importance of local SEO was emphasized, along with specific tactics that can help news outlets enhance their local search presence.

Quotes

  • "We have to write well. It's not only a thing for users, but Google really loves good articles to make them perform well. " - Clara Soteras

  • "When you arrive in a newsroom, you have to detect and you have to watch different roles in the newsroom and observe." - Clara Soteras

  • "Tech SEO in a media, in a media website is really important because you have the content, but you have to improve your correct vitals or your sitemap." - Clara Soteras

  • "When we want to take and catch traffic on Google Discover, we work with a different strategic plan to start and to create topical authority, working with entities, working with different authors because every author has their topical authority." - Clara Soteras

About the speaker

Clara Soteras

El Nacional

- El Nacional

SEO Consultant for News Publishers, Director of SEO and Product at El Nacional and Associate Professor at UAB

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