新闻网站的搜索引擎优化 (SEO)

大家好，我是 Daniel Waisberg，以及 Cherry Prommawin，我们都是 Google 搜索技术推广工程师。在本视频中，我们将讨论如何定位你的内容，以于 Google 搜索及新闻界面显示。我们会提供一些建议，助你提升自家内容在 Google 搜索中的能见度，并为自家网站带来更多流量。另外，请务必查看我们另一部适用新闻网站的 Search Console 指引，其中包含很多分析自家网站搜索表现的相关技巧。我相信这会有助你采取相应行动，以提升搜索结果的表现。

显示自家内容的各种方式

我们不妨先从阐明在 Google 显示自家内容的各种方式开始。你的新闻内容可显示于 Google 搜索结果的类型，包含文本、图片、视频或其他类型的结果。Google 新闻内容也可能在“焦点新闻”与“新闻”标签页这两个关键位置显示，所以我们稍后也会说明如何取得新闻服务的资格。

Google 搜索显示新闻内容的方式

搜索结果有四种常见的元素类型，其中大多数是你可发挥影响力的。说明栏中的链接会有更多操作说明，首先是根据页面文本生成的文字搜索结果。其次是包括单一或多重属性，并附带页面附加信息的富媒体搜索结果，例如常见问题或操作步骤。第三个就是基于页面内嵌图像所生成的“图片”结果，第四个则是根据页面内嵌视频所生成的“视频”搜索结果。决定就哪方面投入的最佳方式，是先去了解何者最适合自家受众可去检视分析数据“Search Console for News Video”。这部视频中我们讨论过操作方法。

新闻机构的相关资格和功能

为求完整，就像我们说过的，还有两件事与新闻机构尤其相关，这两项功能得有 Google 新闻的发布使用资格才行。Google 新闻是种新闻整合服务，可在 Android、iOS以及官网上使用（news.google.com）。上面会有不同的功能显示，例如标题和个性化推荐。如何取得资格？我们稍后再谈。

第一个功能是“焦点新闻”轮播，这是一项显示相关且优质新闻的搜索功能。轮播布局可依诸多因素变化，例如用户查询、设备和位置。其次是 Google 搜索中的“新闻”标签页，这里的 Google 搜索结果会聚焦限缩为与新闻相关。同样值得注意的是，这与 Google 新闻不同。

新闻网站的 SEO 技巧

新闻网站的最佳 SEO 实务“Google 搜索要素指南”，包括能让你的网络内容得以在 Google 搜索结果中取得不错排名的核心要求。让我挑选一些对新闻网站特别重要的最佳作法。Google 系统的设计初衷在于呈现有用、可靠，主要是为使用者所创建，而非搜索引擎。我们的 SEO 做法应该以此为基础，以此来优化您的新闻网站。以下是一些重点：

• 提供清晰和有价值的内容。
• 提供事实准确的内容，避免引起争议。
• 提供与主题相关且有意义的标题和描述。
• 提供具有高品质的链接资料。
• 提供速度快且易于使用的页面。
• 遵循 Google 的 Webmaster 指南，这些指南有助于提高内容的质量。

结论

我们希望这些建议会对您的 SEO 实践带来帮助。想要获得更多关于SEO的信息，可以访问我们的Google Search中心。Google不断地推出新的变化，并且这可能使得我们需要不断地调整我们的 SEO 策略和实践，希望我们的建议能够帮助你了解如何优化你的新闻网站，并让你的内容在 Google 搜索结果和 Google 新闻中获得更大的曝光率和可见度。

Best Practices for Creating Content that Ranks Well on Google

Google's system is designed to present useful and reliable information for users, rather than just serving as a search engine. In order to evaluate the quality of their own content, Google's documentation provides a list of questions that can be used to assess content in three main areas: expertise, authoritativeness, and trustworthiness (EEAT). Google employs a combination of factors to determine which content is displayed more prominently in search results, including experience, professionalism, knowledge, authority, and credibility.

Key Elements of EEAT

• Experience: This criterion refers to the amount of personal or life experience a content creator has regarding the topic at hand. For instance, if users are looking for product reviews, the target content might be experiences shared by users or content written by someone with specific expertise on the topic.
• Professionalism: This element shows the necessary knowledge or skills that content creators should have regarding a topic. For instance, if you are looking for health advice, you may need the advice of a doctor or researcher.
• Authority: This criterion represents the prestige that a content creator or specific website has regarding a particular topic. For instance, if you need to renew your passport, the government website will be the most authoritative source.
• Trustworthiness: This is the most important element of EEAT. Even if the content creator is experienced, professional, and authoritative, financial scams will never be trustworthy.

If you want to learn more about how to evaluate your content, please check the website on the screen. To help Google determine the publication or significant update time of your page, follow the author's guide to provide Google with the publication date. Structured data can also be used to indicate the date and time zone, aiding us in more accurately capturing your publication time.

Regarding ongoing news reporting, the structure of your website may be important, such as in the case of Olympics events or elections. Some websites use the same page to update different news stories, while others publish multiple pages for the same story. Although Google has no preference for either method, there are some specific recommendations for both. If you use the same page to update news stories, provide the time zone and follow the author's guide to provide the publication date. If there is no significant content to add, avoid updating the news story. However, if you use multiple pages to update a news story, make sure that all pages are properly linked, and include timestamps or publication dates.

Importance of Images and Videos in News Content

Images and videos are essential elements of news content. Please refer to the Search Central link in the instructions to learn about best practices regarding images and videos and their relevance to news reporting. It is essential to ensure that the images used are relevant to the news content and that logos or watermarks are not too prominent, as this could make it difficult to comprehend the image.

Best Practices for Google News Publishers

When publishing news articles, it is important to adhere to best practices in order to ensure that the content is visible on Google News and meets the necessary criteria. Some of the best practices for Google News publishers include:

• Confirm that any images used in the article are relevant to the content. Logos or watermarks should not be too large, as this could make the images difficult to see.
• Avoid embedding important information in images. Instead, make sure that all important information can be accessed and searched for in text format.
• Apply to become a Google News publisher in order to have your articles featured in the "Top Stories" or "News" tabs. Google automatically reviews websites and ensures that their content meets three important criteria: excellent EEAT (Expertise, Authoritativeness, Trustworthiness), stable past performance, and adherence to Google News policies.
• Ensure transparency in your articles by including clear dates, author information, and publisher information. This helps readers understand who wrote the article and where it came from.
• Adhere to the Google News policy of not allowing ads and other promotions to exceed the length of the article. Additionally, it is important to clearly label sponsored content to ensure transparency.
• Avoid using pop-ups or excessive advertising that could negatively impact the user experience or slow down page loading speeds.
• Use rel attribute values to explain any outbound links, such as sponsored or user-generated content. Be sure to follow best practices for outbound links in order to avoid violating Google's policy on spammy content.
• If implementing paywalls or login walls, use appropriate structured data to ensure that Google can differentiate between free and paid content. Hiding true content behind a paywall is against Google's policy on spammy content.
• Make sure that paid content can be crawled and indexed by Google if you want it to appear in search results.

In addition to these best practices, publishers can also use Search Console to analyze their website's search performance and identify areas for improvement. Google offers further resources, such as the Google News Initiative, which provides courses and videos to help news organizations succeed in the digital world.

Remember to subscribe to the Google Search Central YouTube channel to stay up-to-date on new content and best practices.

By following these best practices, publishers can increase their chances of having their content featured on Google News and ensure that it meets the necessary criteria.