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How to Create Great Content for Search



How to Create Great Content for Search

A lot of content that you’ll find on the web is created by SEOs or writers who do a little research and rehash a lot of the things other articles talk about. Some content may even cover a topic well and touch on the main points. But the information is usually basic, and the articles all read the same. While this content may bring you some search traffic, it’s not going to impress anyone.

Great content needs to be useful and memorable. It has to go beyond other content in a way that shows real expertise.

With brand-new content, you have an uphill battle. Many of the pages that are currently ranking have likely been in those positions for years. In fact, the average top 10 ranking page is 2+ years old

They’ve had time to gain a lot of links, and many of the pages may have updated content. If you want to beat these sites, you really have to put in the work needed and go that extra mile to create great content.

In this article, we’ll look at the following:


Let’s dive in.

How to create great content

Creating content is hard work. But to truly make something special takes even more work, resources, and expertise. You need to have a great process and the right team in place.

Here’s a framework that may help.

What content should you create?

Rather than starting with a list of keywords as SEOs usually do, I like to start with page-level research and then work backward to keywords and topics.


Plug each of your organic search competitors into the Top pages report in Ahrefs’ Site Explorer and export the files. I recommend saving them in a new folder.

Top pages report results

Export the top pages of competing sites.

Now we need to combine all the files with the top pages from different competitors. You may want to do this with one of the online tool options to combine CSV files if that’s easier for you.

But I usually do this with Windows Command Prompt. Here’s the process with Command Prompt. You should:

  1. Save the files to a new folder.
  2. Get the path either by using shift+right-click on the folder and “Copy as path,” or copy it from the address bar when viewing the contents of the folder.
  3. Open Command Prompt, which you can find by searching “cmd.”
  4. Type “cd,” press “Space,” right-click and paste, then press “Enter.”
  5. Type “copy *.csv whatever-name.csv” and press “Enter.”

For MacOS, you’ll use Terminal instead of Command Prompt, and the command to combine them is “cat *.csv >whatever-name.csv” for step five. But otherwise, the instructions should be the same.

What you end up with is an easy-to-filter list of the most successful pages your competitors have created in your niche.

Spreadsheet with metrics, pages, and top keywords

Combine CSV file with the top pages of competitors.

  1. With this file, go to “Insert” > “Pivot Table” > press “OK.”
  2. From there, select “Top Keyword” and either “Traffic” or “Traffic Value,” and optionally “URL” if you want to see which competitor pages are ranking for terms.
  3. You’ll want to use “Data” > “Sort” to get an idea of valuable content in your niche and may need to adjust the column width to make it easier to read.

Here’s what the process looks like:

Gif showing how to turn the competitor data into a useful pivot table

Process for turning this data into a pivot table.

You’ll end up with a useful pivot table like this:

Pivot table with the top pages in your niche

Pivot table showing top pages.

Once you’ve determined the content driving value to competitors, then you probably want to prioritize which ones have the most business value for you. Then you can go back to keyword research to determine what you should include in your content.

Keyword research

Being able to see all the things that people search for is like having a superpower. People are telling you all the things they want. They’re giving you a blueprint of the content they find useful, and that’s exactly what you should include in your content.

Plug a term into Ahrefs’ Keywords Explorer and go to the Matching terms report. With all of the terms, you want to group them in a way that makes sense to you. We have some suggested groupings either by common terms or parent topics.

Matching terms report showing grouping by terms

Matching terms report for “content marketing.”

You may want to go even further for grouping. For example, for head terms (short searches with high search volume) that are mostly informational, the head term itself—“what is head term”—and “definition of head term” will likely all have the same intent and can be grouped together.

With your terms or groups of terms, you want to determine what should be targeted as a page or just be part of another page. There’s not really a right or wrong answer here. Again, you just need to organize the data in a way that makes sense to you.

You may not want to create pages for things where you don’t have much to say or if there aren’t enough people searching for the terms.

There’s an exercise I like to do that helps people understand this part. Print or write all the terms on index cards. I’ll have people or teams of people group these in whatever way makes sense to them. I’ll even share how I group them. What’s fun is it’s rare for two groupings to be the exact same.

Sometimes, a page with more content on a topic will work better. Other times, a page that’s more specific and specialized will work better. The main thing for now is to create the content. You can later test if it performs better combined or separated.


Now that you know what you want to write about, let’s look at that process.

Create an outline or content brief

Every article and video we create at Ahrefs starts with an outline. We use the data from the keyword research process to come up with the main content we want to include.

From there, we add any important points we want to make, data we have, and additional insights or expertise that will be useful to readers.

You may want to read through some of the pages that already rank for additional ideas. Look at the kind of language and related topics that are mentioned. Many of these terms may not show up in traditional keyword research.

We also have a report in Keywords Explorer that can help you see the related topics and language. It’s called the Also talk about report and shows you the kind of language that’s used on these ranking pages.

Even for something that you may know absolutely nothing about, you can get an idea of the kind of language used in the industry. You may want to include this kind of terminology when writing about your topic.

"Also talk about" report showing related terms for "brain surgery"

Also talk about report for “brain surgery.”

That covers the basics of the outline, but there are a couple of additional items I like to add.

Writing for featured snippets

For informational content, I recommend that you do a little more research and include the featured snippets that are currently eligible or even write a featured snippet that you think has a chance of becoming the top snippet.

This is arguably the most important section to rank for informational queries. You can see what is already eligible for a snippet and the kind of things that these snippets mention, along with why one may be better than another. Now you just have to make something that’s better.

Here’s an example: For “how to create content,” the main snippet is from

Google search result for "how to create content" showing the first featured snippet

Google search result for “how to create content.”


If you append “” to your search, you’re removing this site from the results and can see the second eligible featured snippet from

Google search result for "how to create content" showing the second featured snippet

Google search result for “how to create content ‑”

You can repeat this process, removing more sites from the results to see more eligible featured snippets; also, you can glean insights into what it takes to get featured snippets and figure out why one may be considered better than another.

For some head terms that are more informational in nature, you may have to refine the query as “what is head term” for this to work.

Internal links

The other thing that I like to include is suggested internal links that will go to the new piece of content.

Ever had content that ranked well early on, but the rankings dropped shortly after? New content can inherit some signals and may rank well for a period of time. But eventually, it has to rank with its own signals.


To give your content its best chance to rank, go ahead and link to it where it makes sense in your other content.

If your content already exists, we make this easy for you in Ahrefs’ Site Audit with the Link opportunities report. For instance, for the recently updated content audit post we wrote, there are nine opportunities we can link to using relevant anchor text.

Screenshot of the Internal link opportunities report

Internal link opportunities for content audit.

With a brand-new blog, what you may want to do is use Page Explorer within Site Audit to search for relevant terms within the text of other pages. In this case, you can see we have 33 pages that talk about content audits. These can potentially link to the blog post about content audits.

Page explorer report results

Searching for “content audit” within the page text of

You’ll only get so far in most niches with content alone, and you’ll likely need links to rank higher. You can go after external links later, but internal links are an easier target.


For instance, when I disavowed links to some of our blog posts, all of the posts lost several positions for important terms and quite a bit of traffic.

Screenshot showing the impact of disavowing links to prove their importance to rankings

With your outline in hand, let’s look at how to create the content.

Producing the content

I’d argue that a single person isn’t likely able to create great content. It usually takes a team of people with different skills.

The team I usually want includes an SEO, an expert, a writer, and an editor involved in the process.

It’s possible that one person can fill more than one of these roles, and there are tools you can lean on for the various functions (except expert insights). But the content is never going to come out as great as the one created by all of these people.

Checklist table showing different people (writer, researcher, etc.) can "tick" the different requirements needed to create great content

For example, for this article, I’m filling the role of SEO, expert, and writer. I can comfortably fill the SEO and expert roles in this case. In fact, much of the article is about my personal processes.

However, I’ve never been a great writer. Someone who likes to write and has a way with words will likely produce content much faster than I can. Also, their content will likely be easier to understand and more enjoyable to read.


SEOs have the tools and experience to do research, target the right things, and create content that will likely rank well in search. However, most SEOs will probably not be writing about SEO, so they will not be the expert.


While I’ve known many SEOs who have crazy amounts of knowledge in random niches their clients are in, they’re not involved in that niche directly and aren’t true experts.

At best, they can fake expertise by copying what others said, which may not even be correct. This happens with articles on SEO a lot, where people copy and repeat what someone said without knowing that information is wrong. This causes bad information to spread to even more SEOs.

An SEO may even be able to identify some of the language or abbreviations that are used in a niche or relevant related topics and maybe even repeat some points they read, but they lack real expertise and unique insights.

At least some basic research and processes are required to create content for search. Lots of content is created but never gets seen. According to our search traffic study, only ~4% of pages get more than 10 visits a month from organic search.

Knowledge and insights

Experts have years of knowledge and experience in what they do. Most of the time, the people creating articles for search will not have this in-depth knowledge and experience.

Experts are busy being the experts and are rarely the ones who create content. What you really want is to differentiate your articles, show that expertise, and provide those additional insights.


This takes additional work. But if you can interview the expert or have them review the content for accuracy and add their additional insights, this can really differentiate you from the crowd.

If you find a unicorn, i.e., an expert who wants to write their own content, then support them with the research and editing needed to make their content better.


The output of a good writer is incredible. Their articles are clear, to the point, and a pleasure to read. Anyone can write, but it’s truly an art and a skill to write well.

When you’re writing, you want to cover a topic well. A page may be targeted toward one or two main terms or topics, but top pages usually get traffic from hundreds of different keywords.

Line graph showing top pages get a lot of traffic from many keywords


A good editor pays attention to details. They make suggestions and give feedback to writers on how to make their articles better and communicate more effectively. They do a lot more than what Grammarly or Hemingway can.

How to measure content success


There are a lot of different indicators you can use to measure success. There’s no one right answer for this, so measure what is important to you.

Different indicators have different use cases. SEOs may want to look at rankings, traffic, or links. But ultimately, businesses should measure things like conversions, qualified leads, and revenue.

The closer to money you can get when reporting, the more impactful that report is for stakeholders. If the content isn’t meeting your goals or expectations, you may want to revisit and audit the content created for search periodically to assess its performance and figure out if/how you can improve it.

If you’re using WordPress, check out the Ahrefs WordPress SEO Plugin, which helps with content audits and more. If you’re not on WordPress or just want a visual guide, this flowchart covers how I make decisions.

Flowchart for how to do a content audit

Content audit flowchart.

Final thoughts

Creating great content is hard work and requires a lot of resources. If you skimp in some areas, it creates an opportunity for a competitor to beat you.


Being the leader is also hard. You’ve set the bar. Now people behind you know the expectations they have to meet or exceed if they want to win. That’s why I highly recommend evaluating your most important content from time to time to make sure you’re still ranking where you need to be.

Message me on Twitter if you have any questions.

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WordPress Releases A Performance Plugin For “Near-Instant Load Times”




WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).


The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”


See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.


How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress


See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

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10 Paid Search & PPC Planning Best Practices




10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.


1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.


Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.


Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:


Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.


Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 


Featured Image: Vanatchanan/Shutterstock

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law




A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.


Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.


However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.


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