Real-time Search Optimization for News Sites

Adam Sherk — Tue, 16 Mar 2010 13:33:08 +0000

The major search engines are making real-time search a priority, resulting in good visibility opportunities for news sites especially for breaking news. Google, Bing and Yahoo are all experimenting with various forms of real-time results now and making deals with Twitter, Facebook and other social sites. So how can news sites maximize their real-time search visibility?

It should be noted that there many forms of real-time search, including Twitter Search itself and sites like OneRiot, Collecta and Topsy, among others. But in this post I am focusing on real-time results in the major search engines.

First, a quick look at how news content is currently being included in real-time search results.

In its “Latest results” Google blends results from Google News and Google Blog Search with updates from Twitter and Facebook Pages, offering multiple paths in for news and content sites.

For example as news was breaking on the Chile earthquake a couple weeks ago, The New York Times created a Twitter List to pull together the latest information from a variety of sources. The Chile Earthquake list was shared quite a bit on Twitter, causing it to appear frequently in real-time search results.

As this was happening, the real-time results for “earthquake in Chile” (at the time of this screen grab) included both the actual breaking news article and a retweet of @nytimes announcing the List, creating a double impression:

Editorial content is even more prominent on Bing Twitter, where the “Top links shared in Tweets” get a dedicated place on the page and remain there for longer periods of time. To-date the top links for many queries tend to be news sites as seen in this example for “NCAA tournament”:

In this particular case The New York Times was not included in the top links section but it did appear in the regular tweet stream. The fact that Bing identifies the source of any shortened URL helps credible news sources to stand out, particularly in the top links section where the domain for each link is referenced four times.

The opportunity is more limited on Yahoo, with real-time results limited to two tweets featured in the Twitter tab of the “Latest News” box:

However links to news content are often included in the highlighted tweets and Yahoo plans to incorporate more real-time content soon.

Real-time Search Optimization

As can be seen, news sites have some real advantages in competing for real-time search visibility particularly in Google and Bing. News organizations can quickly gain multiple listings and sustain them for a period of time through user retweets. This combined with the fact that well-known, trusted sources stand out from the clutter increases the likelihood of getting clicks.

So what can news sites do to maximize their visibility in real-time search?

Monitor hot topics and trends to understand what users are searching for and talking about

Add keyword support to tweets and updates and utilize hashtags

Coordinate content promotion activities, timing tweets and Facebook Page updates for shortly after articles and blog posts are indexed in Google News or Google Blog Search

Mobilize fans and followers through active engagement to foster an influx of tweets, shares and links to content, particularly from authoritative users. This helps to keep the content in the real-time stream and to establish it as a top shared link

Act quickly – real-time search opportunities don’t stick around for long

These steps are pretty straightforward but the nature of real-time search also creates challenges. Here are some additional things to keep in mind:

True real-time results happen in the moment and are fleeting, so it is difficult to sustain visibility. I had difficulty keeping up just to grab screenshots for this post (fortunately both Google and Bing have a “pause” button)

The engines are still in a testing and experimentation phase, so real-time is not being strongly promoted yet and many users are not even aware it exists

A recent eye tracking study from Oneupweb showed that user engagement with real-time search results is still limited, although it fared better with users looking for news content

In terms of tracking there is not currently a simple way to separate real-time referrals from other Google, Bing or Yahoo search referrals. Tom Critchlow of Distilled offered some potential workarounds in a recent SEOMoz post, but it’s not an easy process right now. Tracking data from URL shorteners like Bit.ly can help to paint a clearer picture

If you have any additional tips or observations, I’d love to learn them. What are you doing to increase the real-time search visibility of your content?

UPDATE:
Some new developments: Google is now including “Top Links” with its real-time results and is allowing users to zoom in and “replay” tweets from specific dates and times. And Bing is experimenting with blending Twitter results into its main Web results.

I Hope News Corp Does Block its Content from Google

Adam Sherk — Mon, 23 Nov 2009 16:51:32 +0000

More developments in the Rupert Murdoch vs. Google saga today, as the Financial Times reports that discussions have taken place between News Corp and Microsoft on an exclusive deal with Bing that would lead to News Corp blocking its news sites (such as The Wall Street Journal) from Google.

I’d actually like to see this happen…it would make for an interesting case study demonstrating that the only one hurt by such a deal is News Corp itself. It would also be interesting to see how Microsoft addresses the financial realities of trying to extend such an arrangement to a larger group of publishers.

Believe it or not, being indexed in Google and Google News is actually good for news sites.

Danny Sullivan has been covering the SEO aspects of this story in depth – these posts provide an overview of the key points better than I could summarize here:

Jeff Jarvis also has some good thoughts on the topic:

And Bill Tancer from Hitwise has pulled data showing just how important search engine referral traffic is to The Wall Street Journal and newspapers in general:

Adam Sherk » Bing

Real-time Search Optimization for News Sites

I Hope News Corp Does Block its Content from Google