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SEO per Google News - Bizup - Andrea Serravezza

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Presentazione delle attività e strategie SEO per Google News. Requisiti tecnici, funzionamento di Google News, Form di Iscrizione, tecniche avanzate di Ranking.

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SEO per Google News - Bizup - Andrea Serravezza

  1. 1. SEO per Google NewsAndrea SerravezzaCo-founder di BizUp srlDocente presso Master IULM e IEDCo-autore del Manuale “Social Media Marketing” edito daHOEPLI a.serravezza@bizupmedia.com andreaserravezza twitter.com/aserravezza aserravezza 2.
  2. 2. SEO per Google News Obiettivo Cogliere le opportunità ed il potenziale offerto dal motore di ricerca per news più potente al mondo. Indice  intro  novità  curiosità e dati  requisiti  strategie SEO 3.
  3. 3. SEO per Google News“Think NewsRank, Not PageRank” 4.
  4. 4. Curiosità e DatiNasce nell’aprile del 2002. Esce dalla versione beta il 23 gennaio 2006.Disponibile in 70 edizioni locali.Asia: Australia - India - Indonesia - Israel - Malaysia - New Zealand - Pakistan -Philippines - Singapore - (Arab world) - (UAE) - (Lebanon) - (KSA) - 中国版 (China) - 香港版 (Hong Kong) - (India) - (India) - (India) - (India) - (Israel) - 日本 (Japan) - 한국 (Korea) - 台灣版(Taiwan) - (Thailand) - Việt Nam (Vietnam)Europa e Africa: België - Belgique - Botswana - Česká republika - Deutschland -España - Ethiopia - France - Ghana - Ireland - Italia - Kenya - Magyarország -Namibia - Nederland - Nigeria - Norge - Österreich - Polska - Portugal - Schweiz -Sénégal - South Africa - Suisse - Sverige - Tanzania - Türkiye - Uganda - U.K. -Zimbabwe - (Egypt) - Ελλάδα (Greece) - Россия (Russia) - Украина (Ukraine) -Україна (Ukraine)Nord e Sud America: Argentina - Brasil - Canada English - Canada Français -Chile - Colombia - Cuba - Estados Unidos - México - Perú - U.S. - Venezuela 5.
  5. 5. Curiosità e DatiDall’inizio dell’anno GoogleNews implementa di media unanuova feature al mese.Tra le più recenti l’authorinformation, i point of view ele expandable stories. 6.
  6. 6. Curiosità e Dati1 ricerca su 6 fatta su GoogleWeb Search restituisce neirisultati in prima pagina gli snippetdi Google NewsPer i siti di News Statunitensilaccoppiata Google + GNewsporta il 30% di trafficoSi stima che solo GNews porti dal5% al 15% di traffico ai siti diNews Statunitensi 7.
  7. 7. Curiosità e DatiQuery Deserves Freshness: “laricerca necessita di notizieaggiornate”.Oltre al beneficio del trafficodiretto, essere indicizzati eposizionati su Google News hadei vantaggi (di breve durata)anche nelle SERP di Google WebSearch. 8.
  8. 8. Curiosità e DatiPer alcune SERP relative a topic(o personaggi di spicco) anchemolto competitivi, è possibilescalzare per un breve periodocompetitor a più alto Trust.Lo slot di Google News all’internodella Web Search occupa spessoposizioni rilevanti, offrendo grandevisibilità ai siti di News. 9.
  9. 9. Curiosità e DatiPer alcune SERP relative a topic(o personaggi di spicco) anchemolto competitivi, è possibilescalzare per un breve periodocompetitor a più alto Trust.Lo slot di Google News all’internodella Web Search occupa spessoposizioni rilevanti, offrendo grandevisibilità ai siti di News. 10.
  10. 10. Indice di Google NewsCome vedo se il miosito è presente negliindici di Google News?Digitando il comando“site:nomesito.it” nelcampo ricerca di GNewsControllando in GoogleAnalytics la presenza divisite provenienti da“news.google.*”Referring Sites 11.
  11. 11. Ranking Google News1. Story RankingClustering dei topic di maggior interesse editoriale (si tratta di notizia popolarissima o diinteresse particolare?)Questo determina la posizione dei blocchi di notizie alllinterno delle TopStories e nellesezioni di GNews2. Article RankingDopo aver “clusterizzato” i topic, Google News assegna una priorità agli articoli maggiormenterilevanti secondo diversi criteri tra cui: Freschezza: tempo di pubblicazione Citazioni: per capire loriginalità della fonte Rilevanza locale: esistenza di un "local trust" per news di portata locale CTR: nel medio periodo fornisce indicazioni sulla qualità della fonte 12.
  12. 12. Curiosità – Re-CrawlingDopo pochi secondi/minuti dallapubblicazione dellarticolo GoogleNews si occupa del crawling.E’ però possibile effettuare deicambiamenenti agli articoli poichè ilbot continua a passare sul sito e sullapagina per le 12 ore successive.Lattività di Re-Crawling si concentramaggiormente nei minutiimmediatamente successivi allapubblicazione della news. 13.
  13. 13. SEO per Google NewsForm di inserimento del propriosito in Google News 14.
  14. 14. Ranking Google News1 Category Authorithy2 Keywords in headline and page title3 Domain Authorithy4 Social Sharing of article5 First to publish story6 Citation Rank7 Unique articles8 High CTR from Google News9 High Quality content10 Use of Google News Sitemaps 15.
  15. 15. Criteri di selezione delle fontiGoogle News applica dei criteri di selezione,puramente algoritmici, di natura qualitativa: Tipologia Contenuti Unicità Autorevolezza Accountability - Attendibilità Esperienza dell’utente 16.
  16. 16. SEO per Google NewsTipologia ContenutiNo previsioni del tempo, offerte di lavoro, rubriche di consigli, quotazioni di borsaUnicitàOriginalità dei contenuti. Qualora il sito pubblichi aggregazioni di altri contenuti, restringere lasezione attraverso il robots.txt o meta robots <META NAME="GOOGLEBOT" CONTENT="NOINDEX, NOFOLLOW"> <META NAME="ROBOTS" CONTENT="NOIMAGEINDEX"> <META NAME="GOOGLEBOT" CONTENT="unavailable_after: 25-ago-2011 15:00:00 EST">(il formato della data deve essere RFC 850) 17.
  17. 17. SEO per Google NewsAutorevolezzaGli articoli devono mostrare una competenza in merito agli argomenti trattatiAttendibilità biografie degli autori e informazioni di contatto, come indirizzi postali, indirizzi email e numeri telefonici 3 mesi di storico redazione di minimo 3 persone link a pagine di privacy policy, disclaimer, policy editoriale, etc. pagina bio per ogni redattore 18.
  18. 18. SEO per Google NewsEsperienza dell’utente Tempi di caricamento della pagina ragionevoli Usabilità 19.
  19. 19. Requisiti TecniciPer entrare negli indici di GoogleNews è necessario che il proprio sitorisponda a precisi requisiti tecnici. Principali Requisiti Tecnici:Nella Guida ai Publishers, Googleindica 14 requisiti indispensabili per  Url  Linkessere censiti.  Formato  Robots.txt e metatag  Contenuti multimediali  Sitemap 20.
  20. 20. Requisiti TecniciURL univoche e dedicate esclusivamente ad un articolo permanenti 3 cifre (non applicata in caso di presenza di sitemap per GNews) non possono iniziare con https non possono terminare con: .gif, .hqx, .jpeg, .jpg o .zipLink link testuali in html no javascript no link grafici no link in iframe 21.
  21. 21. Requisiti TecniciFormato html no pdf no docRobots.txt e metatag libero accesso al crawler l’esclusione di googlebot comporta anche l’esclusione dalle news 22.
  22. 22. Requisiti TecniciContenuti multimediali solo video in presenza di canale YouTube no video in flashSitemapGoogle News non favorisce i siti che utilizzano Sitemap per Google News per quanto riguardail posizionamento nei risultati. ricerca rapida di tutti gli articoli pubblicati su un sito identificazione dei titoli e le date di pubblicazione di ogni articolo. descrizione più accurata dei contenuti degli articoli (tag <access> e <genres>) deve contenere soltanto gli URL dei tuoi articoli pubblicati negli ultimi due giorni. 23.
  23. 23. Sitemap Tag Obbligatorio? Descrizione Il tag <publication> specifica la pubblicazione in cui <publication> Sì viene visualizzato larticolo. Ha due tag figlio obbligatori: <name> e <language>. Sì, se laccesso non è libero; in caso contrario deve I valori possibili comprendono "Subscription" o <access> essere omesso. "Registration" e descrivono laccessibilità dellarticolo. Un elenco di proprietà separate da virgole che Sì, se è possibile indicare un genere; in caso contrario <genres> descrivono i contenuti dellarticolo, come può essere omesso. "PressRelease" o "UserGenerated" La data di pubblicazione dellarticolo in formato W3C, che utilizza il formato "data completa" (AAAA-MM-GG) <publication_date> Sì o il formato "data completa più ore, minuti e secondi" con indicazione del fuso orario (AAAA-MM- GGThh:mm:ssTZD). Il titolo dellarticolo. Nota. Il titolo potrebbe essere troncato per motivi di spazio quando viene visualizzato <title> No, ma vivamente consigliato su Google News. I tag title degli articoli devono includere solo il titolo dellarticolo così come viene visualizzato sul tuo sito. Un elenco di parole chiave separate da virgole che <keywords> No descrivono largomento dellarticolo. Un elenco di massimo 5 codici titolo di società, fondi di investimento o altre entità finanziarie separati da <stock_tickers> No virgole che costituiscono largomento principale dellarticolo. 24.
  24. 24. Tag <acess>Il tag <access> assume uno dei seguenti valori: Subscription (visibile): un articolo che richiede agli utenti di pagare per la visualizzazione dei contenuti. Registration (visibile): un articolo che richiede agli utenti di registrare un account gratuito per poter visualizzare i contenuti. Se il tag <access> viene omesso significa che lintero articolo è a disposizione di tutti gli utenti per almeno trenta giorni. 25.
  25. 25. Tag <genres>Il tag <genres> assume uno o più dei seguenti valori, separati da virgole: PressRelease (visibile): un comunicato stampa ufficiale Satire (visibile): un articolo che mette in ridicolo il proprio argomento a scopo satirico Blog (visibile): qualsiasi articolo pubblicato su un blog o in un formato blog OpEd: un articolo dopinione che proviene specificamente dalla sezione delleditoriale del suo sito Opinion: qualsiasi altro articolo dopinione che non appare in una pagina delleditoriale, ad esempio recensioni, interviste e così via UserGenerated: contenuti interessanti generati dagli utenti che sono già stati sottoposti a un processo di revisione editoriale formale sul suo sito 26.
  26. 26. Interventi SEOIl Seo può intervenire su: Immagini Video Titoli Corpo dell’articolo 27.
  27. 27. Interventi SEOImmagini jpeg png e gif possono non essere performanti immagini di grandi dimensioni (es. 300 px, almeno 60x60 px) proporzioni standard valorizzazione captions e alt inserire immagini in alto vicino al titolo inline e non cliccabileVideo apertura canale youtube difficoltà nellattribuzione del valore semantico descrizione testuale e categorizzazione corretta del video 28.
  28. 28. Interventi SEOTitoli inserire titolo allinterno di un tag <h1> match tra <title> e <h1> utilizzo del titolo come anchortext dei link allarticolo non includere data 10 caratteri minimo e dalle 2 alle 22 paroleCorpo dell’articolo uso di paragrafi lunghezza dellarticolo (minimo 80 parole) 29.
  29. 29. Metadata Fonti Syndacation-SourceGoogle News indicizza decine dimigliaia di articoli ogni giorno, che indica lURL che rappresenta la versioneperò non sono tutti originali. canonica di un articolo distribuito in syndication. (da qualche giorno vale anche il rel=canonical)Adesso i publisher possonoutilizzare due metatag, indicati diseguito, per permettere a GNews di Original-Sourcestabilire lURL della versioneoriginale di un articolo. indica lURL a cui dovrebbe essere attribuita la prima comunicazione di una notizia. Al momento Gnews raccoglie soltanto i dati sullutilizzo di questo tag per determinarne lefficacia e non modifica il posizionamento in base a questo tag 30.
  30. 30. Strategie - EPTEvent Prefix TakeoverTattica che si presta molto bene inriferimento ad eventi (es. ChampionsLeague, Mostra delCinema, Settimana dellamoda, Salone del Mobile).In questo caso è opportuno usarecome prefisso nel titolo il nomedellevento, es. "ChampionsLeague: risultati partite" o"Champions League: Trabzonspor-Inter (1-1): sintesi, gol e video" 31.
  31. 31. Strategie - BNPubblicazione Breaking NewsMetodologia spinta di scalata delle news di Google in tre fasi.1. Pubblicazione immediata di una breaking news (minimo 80 parole)2. Spread su social per raccogliere link e citazioni3. Completamento articolo 1 3 2 32.
  32. 32. Strategie - InsightsInsightsUtilizzo dello strumento Insights diGoogle per scoprire come gli utentiricercheranno una determinatanotizia sulla base delle ricerchestoriche per il medesimo evento.Es. Uscita del nuovo Harry Potter alcinema, Crisi di Governo, Salone Nautico 33.
  33. 33. Strategie - Insights 34.
  34. 34. Strategie - Insights 35.
  35. 35. Strategie - Insights 36.
  36. 36. Strategie - Insights 37.
  37. 37. Strategie - NSGoogle News SuggestUtilizzo dello strumento diautocompletamento/suggerimentodelle ricerche di Google News(differente da quello di Google) cheha un aggiornamento di circa 10ore.1. Guida la selezione della query2. Rappresenta ricerche ad alto volumeQuesto strumento può avere unutilizzo rapido ma è limitato a poche parole. 38.
  38. 38. Thank you!Andrea Serravezzaco-founderMail: a.serravezza@bizupmedia.comMobile: +39 392 1557756Tel: +39 06 45554500Skype: aserravezzaTwitter: @aserravezzaBizUpVia Oderisi Da Gubbio 13/a, Roma 39.

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