March 28, 2014
San Francisco/London/Montreal (RPRN) 03/28/14 — There have been tremendous changes the past year in best content creation practices and publishing. Consider it time to clean up your old content, ensuring that you are in line with the most successful and legitimate SEO practices.
We are here to help.
First and foremost, we’ve been thinking about the roles of Google Search (Web) and Google News, and how each uses tools to index content.
Google Search (Web) simply crawls. It reaches out everywhere and tracks links from page to page, while using algorithms to sort out connections and form answers to search inquiries. However, it does not show duplicate search results unless requested; Google takes duplicate results and puts them in a cluster, extracting what it has determined to be the best representative of that search inquiry and presenting it.
Google News, on the other hand, is more selective, and this is why it is more important to carefully consider your content and publisher. Keep this in mind:
1. Unlike Google Web, Google News watches a select 4500+ sources when searching for stories to feature on its site.
2. Story selection has some human input from Google's editorial team, and this has created controversy concerning bias and favoritism.
3. Unfortunately, the list of actual sources is protected, and while speculators have created lists of most-probable origins, only Google knows for sure.
Penguin 2.0: Your New Spirit Animal
Google’s Penguin 2.0, the most recent algorithm update, hopes to eliminate duplicity and conquer Webspam. Matt Cutts, Google’s Webspam lead, says that 25% to 30% of the web’s content is duplicative, and they’re out to end that. Google has drastically reduced its reliance on exact match anchor text (or "money keywords"). "Keyword stuffing," adding irrelevant links, and using non-diverse, repetitive language will affect your ranking negatively.
Anchor text must be pertinent and concise.
A good example would be:
"Successful dahlia gardening in hotter areas can be a challenge overcome by planting heat-resistant dahlia varieties."
This link is relevant to the context of the content. It is a deep link directly to a page that will provide answers, extended information, or related important information.
A bad example would be:
"Dahlias are stunning in summer and can be planted almost everywhere. Heat can be difficult for dahlias, so be sure to pick dahlia varieties that are appropriate. For more, click here!"
These links pollute the content and are not relevant to the focus of the topic. Some link to top domains; some are considered unnatural and deceptive, and therefore will be regarded as webspam.
We’d like to remind you of a few tips for publishing on a newswire service if you want to appear on Google News:
1. The ideal length for articles is 100-500 words. You want to engage the reader with just enough detail to tell your story.
2. Have your article published through one source ONLY, and if dealing with the same topic, write another article from a different perspective or refresh it with new statistics or facts. Google works hard to keep the amount of duplicate content down when developing its search analytics. Sure, your piece will be there, but the second time around, it may be demoted to a lower place in the search rankings, or not be picked up at all.
3. Images and multimedia attract the user, break up the copy to make it easier on the eyes, and allow you to present supporting materials for your content. We offer no-cost placement of images and a YouTube link to boost your ranking as a benefit to you!
4. Be careful of the number of hyperlinks you use, however, in your piece. Four is the maximum we allow and we even discourage that number, unless they are high-quality links. Any paid hyperlinks must have the rel=”nofollow” attribute.
5. Avoid using the same anchor text links on multiple press releases. This will cause your rankings to fall.
6. Guest blogging is not encouraged by Google, and we do not accept guest blogs. Google has become very suspicious of guest blogs (and their promotional nature) and will see them as spam. If you want to promote a product, simply write a press release.
Using these tips and knowledge to guide your writing, you can publish with the assurance that your content will stay relevant and accessible to the reader. Now is the time to revitalize your style and stay current with the best publishing practices!
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