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International SEO: How to Optimize Your Website for Other Countries

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Search engine optimization (SEO) is critical to help your brand reach the first page of search results and ideally climb into the top 5 positions for your primary keyword.

But what happens when you want to expand outside of local markets? With Google now seeing more than 3.5 billion searches per day, there’s a massive opportunity for brands to capture new customers. The caveat is that existing SEO practices may not translate — and in some cases, may actually hurt your brand in other countries.

To avoid this potential pitfall, a robust international SEO strategy is critical. Here’s what you need to know about what it is, how it works, how it’ll benefit you, and what steps you can take to create an effective plan.

Ready? Shkojme! Idemo! Vámonos! Let’s go!

International SEO Strategy

An international SEO strategy is a combination of the policies, processes, and practices that your brand uses to optimize search content for other countries. The goal of international SEO is to make it easy for search engines to identify where your business operations are located and what languages you support.

Effective strategies leverage a combination of geographic and language data to develop SEO plans that drive reliable ROI. A strong international SEO strategy will help your company reach new markets and multiply revenue.

What does international SEO do for company websites?

An international SEO strategy for websites focuses on creating content that’s applicable to local markets, as well as developing a website structure that makes it easy for search engines to find and serve the right webpages to the right users at the right time.

Consider a company that sells window shades in the United States and is making a move into Canada. First, you’ll want to ensure Canadian customers are sent to the right pages on your website — pages that contain information about Canadian locations, Canadian shipping times, and fees and costs in CAD.

You’ll need a website structure that includes both U.S. and Canadian pages and leverages enough metadata that search requests from users will direct them to the right page for their current location.

Does my business need an international SEO strategy?

It depends.

If you have no plans to expand beyond local markets — such as your current city or state — international SEO probably isn’t worth the time and resources required. In fact, international SEO can backfire if your business is entirely local. Customers who land on international pages won’t be happy when they discover you serve a very small geographic area.

On the other hand, if you’re looking to expand beyond country borders, it’s worth spending on international SEO. Given the sheer number of companies competing on the global stage and the increased challenge in ranking highly for relevant keywords, a comprehensive strategy is critical.

Still not sure whether you should go for a local SEO strategy or international SEO strategy?

International SEO vs Local SEO

The biggest difference between local and international SEO is scale. While local SEO is focused on keywords and target audiences within a narrow geographic area, international SEO targets audiences across diverse geographic regions.

There are four primary differentiators between local SEO and international SEO:

  • Cost: Owing to their scale and scope, international SEO efforts come with significant costs.
  • Content: To ensure international reach, you’ll need to create significantly more content than you would for a local SEO strategy.
  • Capture: International SEO expands the target market you’re trying to capture, which necessitates in-depth research to ensure your brand aligns with customer expectations.
  • Competition: Competition for keywords and customers is much greater for international SEO efforts. Instead of simply competing with other businesses in the same local sphere of influence, you could be up against multinational corporations.

Questions to Ask About International SEO

Not sure how to get your international SEO efforts off the ground? Start with these questions.

  1. Where are you headed?
  2. Should you target language or country?
  3. What localization factors matter most?
  4. How can you build local links?
  5. Does social media matter?
  6. Are current keywords good enough?
  7. Do you have the right tools and talent?

1. Where are you headed?

Depending on the part of the world you’re targeting, your international SEO approach will change. For example, if you’re headed to China, the most popular search engine is Baidu, while Yandex is the preferred choice in Russia. Each of these engines have their own approach to SEO, meaning it’s worth doing your research to find out what matters most for rankings.

2. Should you target language or country?

This is a common international SEO question: Are you better-served targeting a specific language or a country? The answer depends on your goals. If you’re looking to appeal to a broad audience regardless of where they live, language optimization may be the answer. If you’re looking to grow brand awareness in a specific part of the world, opt for country-based SEO.

3. What localization factors matter most?

Localization is the process of optimizing your website and content to reflect the local language and culture. Two of the most important factors here are accuracy and common use: First, it’s critical to make sure that translations of any keywords or slogans are accurate — direct translations can open your brand and services to misinterpretations, such as the always-classic “Come alive with Pepsi” slogan translated as “Pepsi brings your ancestors back from the dead” in Chinese markets.

Common use is the other concern. The words and phrases used to describe your business and what it does may not be the same in other languages, even if the literal translation of words gives that impression. Find out what words locals use to describe your products and services and use those instead.

4. How can you build local links?

Building local links back to your site also helps with international SEO. Here, it’s a good idea to write articles for local blogs, get a sponsored mention on websites that offer advice or useful information, connect with local social media influencers, and sponsor local events.

5. Does social media matter?

While Google has expressly stated that social media doesn’t factor into international SEO rankings, you can increase brand awareness and local influencer connections with a strong social media presence.

6. Are current keywords good enough?

While your current keywords may help you rank in the top 5 locally, the sheer number of companies competing for these keywords in global markets means you need to take a look at who’s using these keywords, where they rank, and whether other similar keywords might drive better results.

7. Do you have the right tools and talent?

Finally, consider if this is something you can take on yourself or if you’re better off hiring an experienced international SEO company.

Factors That Affect International SEO

Multiple factors affect international SEO, including:

Customer Reviews

Customer reviews on your website or on local review sites can positively or negatively impact your SEO efforts. Better reviews mean better connection with your primary keyword, in turn boosting your visibility.

Mobile Responsiveness

The responsiveness of your website on mobile also matters to overall search rankings. As a result, it’s worth finding a content delivery network (CDN) capable of providing a top-tier website experience no matter where users are in the world.

Google My Business Account

Your Google My Business Account can help boost your SEO efforts — so long as you ensure to update where your company is operating. This acts as a starting point for Google to seek out geographic and language metadata on your site.

Link Building

The more links heading back to your site from international sources, the better. As mentioned above, it’s a good idea to write for local blogs or connect with influencers to point links back to your website.

How to Develop an International SEO Strategy

Ready to develop your international SEO strategy? Start here.

1. Decide where and who you’ll target.

First, pick your target market and target audience. For example, you might decide to target the larger market of Brazil, then hone in on a subset of that market that has the means and motive to buy your product. The more focused your decisions around “where” and “who,” the better your results.

2. Determine whether you’ll hire an international SEO agency.

Do you want to do the heavy lifting of international SEO yourself or outsource this effort? There are advantages to both — you know your brand better than anyone else, but SEO experts are skilled at understanding local customs and preferences and creating a strategy to match.

3. Conduct international keyword research.

Keywords that work for you at home may not work abroad. This may simply be down to keyword volume, or it may be linked to how customers in your target market refer to your business. For example, trial lawyers in the United States are known as barristers in the United Kingdom — if you’re a legal firm looking to expand operations, this is a critical keyword difference.

4. Choose the right international domain structure.

The domain structure of your website makes it easier (or harder) for visitors and search engines to find your content. Different options include:

ccTLD

Country code Top Level Domains (ccTLDs) are two-letter domains assigned to specific countries. For example, .us is for the United States, .ca is for Canada, and .uk is for the United Kingdom. To improve international SEO, you may choose to create a unique ccTLD site for each country where your products or services are available.

Example: mybusiness.ca, mybusiness.uk

gTLD

A generic Top-Level Domain (gTLD), meanwhile, refers to domain extensions with three or more characters; these TLDs are maintained by the Internet Assigned Numbers Authority (IANA). Common examples include .com, .gov and .org.

Using a gTLD means that search engines won’t restrict results based on region, but it may reduce total traffic since many users prefer sites that include their country code TLD.

Example: mybusiness.com

ccTLD or gTLD with subdomains

You can also choose to create subdomains for your site which combine aspects of both ccTLDs and gTLDs.

Example: ca.mybusiness.com

This offers the benefit of a country code and the advantages of a gTLD.

ccTLD or gTLD with subdirectories

Subdirectories, meanwhile, change the location of the country code:

Example: mybusiness.com/ca/

5. Optimize content for the region and language

Finally, make sure all your content is optimized for both your target region and its local language. This includes double-checking all TLDs, translations, and content assets to ensure they’re aligned with local expectations.

Oh, and don’t forget the hreflang tag. This HTML attribute specifies the geographic area and language of a webpage. It’s used to differentiate similar webpages aimed at different audiences so that search engines don’t count them as duplicate content, and it looks like this:

Tools for International SEO

The right tools can also help you maximize the impact of international SEO by providing actionable data around traffic, click-throughs, and time spent on your site. Some of the most popular tools include:

HubSpot

HubSpot’s SEO software allows you to create an international content strategy, gives you live tips to improve your on-page SEO, and lets you organize your website in a way that’s easy for both search engines and users to understand.

Google Search Console

Google Search Console lets you see what queries are driving traffic to your site, determine your position on Google Search, and analyze global site impressions.

Ahrefs

Ahrefs is an all-in-one SEO toolset that lets you optimize your site, analyze your competitors’ rankings, and find the best keywords for your brand.

Moz

Moz offers site audits to determine potential issues, tracks keyword rankings across more than 170 search engines, analyzes backlink profiles to evaluate performance, and offers keyword research tools to find out how you stack up against the competition.

Semrush

Semrush lets you identify high-value local and national keywords, analyze the backlink profile of any domain, and track your site’s SERP positions daily.

Google Analytics

Google Analytics is an interconnected suite of tools that helps you analyze the impact of your website content worldwide.

International SEO Best Practices

No matter what approach you take to international SEO — language-focused or country-based, outsourced or in-house — the same best practices apply. Let’s take a look at them below.

1. Answer questions in the region’s native language and in the right context.

If there’s one thing to get right for international SEO, it’s making sure you’re speaking the same language as your customers. This means doing your research to ensure you’re always answering questions in their native language and in the appropriate context.

2. Translate existing content carefully.

While translation tools provide a literal conversion of words and phrases, they’re often not used this way by locals, meaning customers will quickly recognize that something isn’t quite right. Instead of translation, what you’re really looking for is “transcreation” — you want to recreate the same content but using the culture and language of your target market as a guide.

3. Consider the entire user experience in your strategy.

International SEO isn’t just about keywords and content. It’s also about making sure the entire user experience — from filling out forms to viewing prices in local currency or accessing multimedia assets that include native speakers — is seamlessly aligned across your site.

4. Avoid automatically redirecting users based on their IP address.

While it’s critical to serve content that matches local user expectations, don’t make the decision for them. Instead of automatically redirecting where they land based on their IP address, give them the option to choose their preferred region.

SEO: Improving Your International Impact

The right SEO strategy sets your brand apart from the crowd. And while this is important in home markets, it’s even more critical if you decide to go international, because it will ensure your website is optimized to support high-value content and keywords across regions and countries. By considering local customs, language, and context, you can boost consumer engagement, improve search engine results, and maximize your international impact.

Editor’s note: This post was originally published in March 2018 and has been updated for comprehensiveness.

Improve your website with effective technical SEO. Start by conducting this  audit.  

Originally published Dec 24, 2021 7:00:00 AM, updated December 24 2021

Source: Eli Schwartz

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SEO

7 Steps to Grow Your Traffic & Sales

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7 Steps to Grow Your Traffic & Sales

Content marketing has become one of the best (and most cost-effective) ways to get traffic to a website. When done right, the traffic keeps coming long after you stop actively promoting it.

If you own an e-commerce website and want to learn how to utilize blogging to grow your brand and increase your sales, this is the guide for you.

I’ve personally grown blogs to over 250,000 monthly visitors, and I’ve worked with dozens of clients in the e-commerce space to help them do the same. Here’s an overview of my seven-step process to starting and growing an e-commerce blog. 

But first…

Why start a blog on your e-commerce site?

Creating a blog has a whole host of benefits for e-commerce websites:

  • It can help you move visitors along your marketing funnel so they eventually buy.
  • You’re able to rank highly for keywords on Google that your product pages could never rank for but that are still important for building brand awareness and finding customers.
  • It can help you grow your email list.
  • You’re able to continue to get traffic without constantly spending money on ads.
  • It provides many opportunities to link to your product and category pages to help them rank better on the SERPs.

If you don’t know what some of these things mean, don’t worry—I’ll explain them along the way. But for now, let’s take a look at some e-commerce blogs that are working well right now so you can see the end goal.

Examples of successful e-commerce blogs

Three of my favorite examples of e-commerce websites using blogging are:

  1. Solo Stove
  2. Flatspot
  3. v-dog

Solo Stove comes in at the top of my list due to its excellent use of videos, photos, and helpful information on the blog. It also does search engine optimization (SEO) really well, bringing in an estimated 329,000 monthly visits from Google (data from Ahrefs’ Site Explorer).

Overview of Solo Stove, via Ahrefs' Site Explorer

In fact, it’s grown its brand to such a level of popularity that it even created search demand for keywords that include its brand name in them, then created blog posts to rank for those keywords:

Ahrefs' keyword report for Solo Stove

But that’s not all it did. Its blog posts also rank for other keywords in its marketing funnel, such as how to have a mosquito-free backyard or how to change your fire pit’s colors.

E-commerce blogging keyword examples

Then on its blog posts, it uses pictures of its fire pit:

Solo Stove blog post example

Ranking for these keywords does two things:

  1. It introduces Solo Stove’s brand to people who may eventually purchase a fire pit from it.
  2. It gives the brand the opportunity to promote its products to an audience who may not have even known it existed, such as the “mosquito free backyard” keyword.

Moving on, skater brand Flatspot also does blogging well, with a cool ~80,000 monthly visitors to its blog just from search engines.

Overview of Flatspot, via Ahrefs' Site Explorer

One of its tactics is to piggie-back on the popularity of new shoe releases from major brands like Nike, then use that traffic to get readers to buy the shoes directly from it:

Flatspot promoting Nike SB shoes in blog post

Finally, let’s look at v-dog—a plant-powered kibble manufacturer that gets ~8,000 visits per month.

Overview of v-dog, via Ahrefs' Site Explorer

My favorite post it’s done is its guide to making wet dog food at home, which ranks for the featured snippet for “how to make wet dog food”:

Google search results for "how to make wet dog food"

This guide directly promotes v-dog’s product to make wet dog food. So people who search the query will be introduced to its brand and potentially buy its product to make their own wet dog food at home.

And there you have it—three examples of blogging for e-commerce that’s working right now. With that, let’s talk about how you can start your own blog.

Seven steps to start and grow an e-commerce blog

In my 10+ years as a professional SEO and freelance writer, I’ve worked with over a dozen e-commerce stores to help them grow their website traffic. I’ve also run several of my own e-commerce websites.

In that time, I’ve distilled what works into an easy-to-follow seven-step process:

1. Do some keyword research

I never start a blog without first doing keyword research. Not only does this make coming up with blog topic ideas much easier, but it also ensures that every blog post you write has a chance to show up in Google search results and bring you free, recurring traffic.

While we wrote a complete guide to keyword research, here’s a quick and dirty strategy for finding keywords fast:

First, find a competitor who has a blog. Let’s say you’re selling dog food just like v-dog—if I search for “dog food” on Google, I can see some of my competition:

Google search results for "dog food"

At this point, I look for relevant competitors. For example, Chewy and American Kennel Club are good competitors for research. But I’ll skip sites like Amazon and Walmart, as they are just too broad to get relevant data from.

Next, plug the competitor’s URL into Ahrefs’ Site Explorer and click on the Organic keywords report to see the keywords its website ranks for on Google:

Organic keywords report for chewy.com

In this example, it has over 700,000 keywords. That’s way too many to sort through. Let’s add some filters to make things easier:

  • First, set the KD (Keyword Difficulty) score to a maximum of 30 to find easier-to-rank-for keywords.
  • Then we can exclude brand name keywords using the “Keywords” dropdown, set it to “Doesn’t contain,” and type in the brand name.
  • If the website has /blog/ in its blog post URLs, you can also set a filter in the “URL” dropdown to “Contains” and type “blog” in the text field. In Chewy’s case, it doesn’t do that, but it does use a subdomain for its blog, which we can search specifically.

When you’re done, it should look like this:

Ahrefs keyword filters

In the case of chewy.com, this only shaved it down to 619,000 keywords. That’s still a lot—let’s filter it down further. We can apply the following:

  • Minimum monthly search volume of 100
  • Only keywords in positions #1–10
  • Only show keywords containing “dog,” since my example website only sells dog food, not all animal food

Here’s what it looks like with these new filters applied:

Filtering down Ahrefs' Organic keywords report

Now I can find some more related keywords like “what to feed a dog with diarrhea” or “can dogs eat cheese.”

Data for keyword "what to feed a dog with diarrhea"

In addition to picking interesting keywords, you can also get an idea of how to become a topical authority on the topic of dog food by searching “dog food” in Ahrefs’ Keywords Explorer.

Overview for "dog food," via Ahrefs' Keywords Explorer

This keyword is extremely difficult to rank on page #1 for. However, if we go to the Related terms report and set the KD to a max of 30, we can see keyword ideas that are still relevant but may be easier to rank high in the search results.

List of keywords related to dog food

Go through and click the gray + sign next to any keywords you may want to target to add them to your list of potential article ideas. 

2. Create templates for future blog posts

One of the first things I do when I create a new blog is to establish a repeatable template that I use for every post. Typically, it looks something like this:

Blog post template example

It has breadcrumb navigation to help with SEO and navigation, the article title and the date it was last updated, then a short intro with an image on the right to make the lines shorter (and easier to skim). Finally, I include a clickable table of contents to help with navigation, then get into the article.

Within the article itself, I will use headers (H2s) and subheaders (H3s) to make my content easier to skim and to help Google understand what each section is about.

You can make templates for every kind of post you plan on creating—such as list posts, ultimate guides, tutorials, etc.—and reuse them for every post you ever create. It’s a huge time-saver.

While you’re at it, you should also create a standard operating procedure (SOP) that you go through for every article. This could include writing guidelines, what to do with images, formatting, tone, etc.

3. Outline your article

I never dive into writing an article without outlining it first. An outline ensures the article is well structured and planned before you start writing, and it bakes SEO right into your writing process. It’s another big time-saver.

Typically, you want this outline to include:

  • Potential title or titles of the article
  • Target keyword
  • Brief description of the article angle
  • Links to competing articles on Google for research
  • Headers and subheaders, with brief descriptions of the section as needed

Here’s a look at part of an example outline I’ll either send to my writers or write myself:

Content outline example

I wrote a guide to outlining content, which you can follow here for the full step-by-step process.

4. Write, optimize, and publish your post

Next up, it’s time to write your article. As you write more articles, you’ll find what works for you—but you may find it easier to fill in the sections then go back and write the intro once the article is finished.

Here are a few writing tips to help you become a better writer:

  • Ditch the fluff – If a word isn’t needed to bring a point across, cut it.
  • Keep your paragraphs short – Two to three lines per paragraph is plenty, especially for mobile readers where the screen width is shorter.
  • Use active voice over passive voiceHere is a guide for that.
  • Make your content easy to skim – Include photos and videos and make use of headers and bulleted lists to share key points.

Once you’ve written your article, do some basic on-page SEO to help it rank higher in search results:

  • Ensure your article has one H1 tag – The title of the article.
  • Have an SEO-friendly URL – Include the keyword you’re targeting, but keep it short and easy to read.
  • Link to other pages on your site using proper anchor textHere’s a guide for that.
  • Ensure your images have alt text – This is the text Google uses to read what the image is about, as well as what is shown to readers if the image can’t render.

Finally, publish your post and give yourself a pat on the back.

5. Add product promotions, email opt-ins, and internal links

Before you promote your content, there are a few things you can do to squeeze more ROI from it—namely, you should add a way for people to either push them through the funnel toward purchasing a product or subscribe to your email list. I’ll give an example of each.

First, Solo Stove wrote an article titled “Ambiance Is A Girl’s Best Friend,” where it promotes its tiny Solo Stove Mesa as a way of improving a space’s ambiance: 

How to promote your products in a blog post

Beyond directly promoting your products in the articles, you can also add email opt-ins that give people a percentage off their orders. You may lose a little money on the initial order. But once you get someone’s email address, you can promote to them again and get multiple orders from them.

For example, Primary sells kids’ clothing and uses this email pop-up to promote money off its products after you spend a certain amount of time on its website:

Email opt-in pop-up offering a discount on first order

Just make sure your discount code only works once per unique IP address. You can learn more about how to do that here if you use Shopify.

Finally, when you publish an article, you should make it a point to add internal links to your new article from older articles. 

This won’t be as important for your first few because you won’t have a ton of articles. But as your blog grows, it’s an important part of the process to ensure your readers (and Google) can still find your articles and that they aren’t buried deep on your site.

Refer to our guide to internal linking to learn more about this step.

6. Promote your content

At this point, your content is live and optimized for both conversions and search engines. Now it’s time to get some eyeballs on it.

We have an entire guide to content promotion you should read, but here are some highlights:

  • Share the article on all of your social media channels
  • Send the article to your email list if you have one
  • Share your content in relevant communities (such as relevant Reddit forums)
  • Consider running paid ads to your article

There’s a lot more you can do to promote a piece, including reaching out to other blog owners. But I won’t cover all of that here.

The other important piece of promoting your content is getting other website owners to link to your new articles. This is called link building, and it’s a crucial part of SEO.

There are many ways to build links. Some of the most popular include:

Link building is an entire subject on its own. If you’re serious about blogging and getting search traffic, it’s a crucial skill to learn.

7. Scale your efforts

The final step in blogging for e-commerce is scaling up your efforts by creating repeatable processes for each step and hiring people to do the tasks you yourself don’t need to be doing.

You can hire freelance writers, outreach specialists, editors, and more. You can put together a full SEO team for your business.

If you’re not in a place to start hiring, there are still things you can do to squeeze more output from your time, such as creating the SOPs I mentioned earlier.

Final thoughts

Blogging is one of the best ways to increase your e-commerce store’s traffic and sales. It costs less than traditional paid advertising and can continue to provide a return long after a post has been published.

This guide will hopefully help you start your e-commerce blog and publish your first post. But remember that success with blogging doesn’t happen overnight. In fact, it takes three to six months on average to see any results from your SEO efforts. Keep learning and be patient.

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The 5-Step Formula To Forecasting Your SEO Campaign Results

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The 5-Step Formula To Forecasting Your SEO Campaign Results

Looking to launch a successful digital marketing campaign for your business?

How do you select the best SEO keywords to expand your brand’s reach?

What can you do to determine the most effective ways to allocate your marketing budget?

Facing these tough decisions can put you on your heels if you’re not equipped with the right information.

Luckily, there’s a new way to leverage your company’s data to estimate your ROI and take the guesswork out of your next campaign.

With a simple mathematical formula, you can predict the amount of traffic and revenue you’ll generate before even setting your strategy in motion – and you can do it all in just five steps.

Want to learn how?

Join our next webinar with Sabrina Hipps, VP of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress, to find out how to analyze specific keywords and forecast your SEO results.

Not too fond of math? Don’t worry – we’ll provide access to free tools and a downloadable calculator to help automate this process and save you time.

Key Takeaways From This Webinar: 

  • Learn how forecasting your SEO can help you build better campaigns and choose the right keywords.
  • Get step-by-step instructions to predict revenue and website traffic for your next SEO campaign.
  • Access a free handout, resources, and online tools that will save you time and supercharge your content strategy.

In this session, we’ll share real-life examples and provide guidance for the decision-makers within your organization to start getting the most out of your marketing efforts.

By better understanding the market potential of your product or service, you’ll be able to make more informed decisions and effectively maximize your ROI.

Sign up for this webinar and discover how you can secure a sufficient marketing budget and use SEO keywords to forecast the results of your future content campaigns.



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Google SEO Tips For News Articles: Lastmod Tag, Separate Sitemaps

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Google SEO Tips For News Articles: Lastmod Tag, Separate Sitemaps

Google Search Advocate John Mueller and Analyst Gary Illyes share SEO tips for news publishers during a recent office-hours Q&A recording.

Taking turns answering questions, Mueller addresses the correct use of the lastmod tag, while Illyes discusses the benefits of separate sitemaps.

When To Use The Lastmod Tag?

In an XML sitemap file, lastmod is a tag that stores information about the last time a webpage was modified.

Its intended use is to help search engines track and index significant changes to webpages.

Google provides guidelines for using the lastmod tag, which could be used to alter search snippets.

The presence of the lastmod tag may prompt Googlebot to change the publication date in search results, making the content appear more recent and more attractive to click on.

As a result, there may be an inclination to use the lastmod tag even for minor changes to an article so that it appears as if it was recently published.

A news publisher asks whether they should use the lastmod tag to indicate the date of the latest article update or the date of the most recent comment.

Mueller says the date in the lastmod field should reflect the date when the page’s content has changed significantly enough to require re-crawling.

However, using the last comment date is acceptable if comments are a critical part of the page.

He also reminds the publisher to use structured data and ensure the page date is consistent with the lastmod tag.

“Since the site map file is all about finding the right moment to crawl a page based on its changes, the lastmod date should reflect the date when the content has significantly changed enough to merit being re-crawled.

If comments are a critical part of your page, then using that date is fine. Ultimately, this is a decision that you can make. For the date of the article itself, I’d recommend looking at our guidelines on using dates on a page.

In particular, make sure that you use the dates on a page consistently and that you structured data, including the time zone, within the markup.”

Separate Sitemap For News?

A publisher inquires about Google’s stance on having both a news sitemap and a general sitemap on the same website.

They also ask if it’s acceptable for both sitemaps to include duplicate URLs.

Illyes explained that it’s possible to have just one sitemap with the news extension added to the URLs that need it, but it’s simpler to have separate sitemaps for news and general content. URLs older than 30 days should be removed from the news sitemap.

Regarding sitemaps sharing the duplicate URLs, it’s not recommended, but it won’t cause any problems.

Illyes states:

“You can have just one site map, a traditional web sitemap as defined by sitemaps.org, and then add the news extension to the URLs that need it. Just keep in mind that, you’ll need to remove the news extension from URLs that are older than 30 days. For this reason it’s usually simpler to have separate site map for news and for web.

Just remove the URLs altogether from the news site map when they become too old for news. Including the URLs in both site maps, while not very nice, but it will not cause any issues for you.”

These tips from Mueller and Illyes can help news publishers optimize their websites for search engines and improve the visibility and engagement of their articles.


Source: Google Search Central

Featured Image: Rawpixel.com/Shutterstock



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