Google News has been around for some time. Introduced to the world in beta version in 2002, released to the public in 2006, launching Community Updates (localised news) in 2017 and a brand new update in May 2018 that saw a ‘For You’ tab added to the menu layout. While it’s primary purpose is to bring up-to-date news to all its readers, it’s pretty clear that its goal is not to be just another news aggregator. 

Google News pulls relevant global and locals new sources together to match each and every reader’s interests. But it doesn’t just show you the news, it has become a one-stop-shop for all news topics that interest you specifically. Through artificial intelligence, it learns your behaviours and preferences and displays only the most relevant snippets and links to you.

For those who are unaware, news based websites can make use of Google News by becoming a Google News Publisher. Why would you want to become a Google News Publisher? Well if you’re looking to spread your content far and wide, locally and even internationally, Google News is the place to be. With millions of readers accessing the platform on a daily basis, it’s difficult to see why you wouldn’t want to be a publisher. Whether you’re a blogger, news only website owner or a content marketer, here’s a look into the off page SEO benefits for online businesses.

Increased awareness

If you’re looking to improve visibility of your brand online, Google News is a great place to start. As we already know that Google News has an incredibly large daily audience, if you manage to get onto Google’s list of approved publishers, you’ll be reaching a very large and new readership. If you’re struggling to increase your awareness about your brand, or just want to grow your awareness to new heights, Google News will put your site on the map.

Improved targeting

Having your content pulled through onto Google News helps you reach a more targeted audience. As readers can filter their news searches by location, date, news category and relevancy, you can ensure your content includes this information and will inevitably be shown to the right people. In the end you’ll be reaching people who are specifically interested in the content your produce.

Faster indexing

Ever wished you could get your content to index on Google just a little bit quicker to help your website ranking? Well with Google News now you can. As a Google News publisher, your content is indexed in both Google News and on the main Google search engine almost instantly. This is mainly due to the fact that Google News needs to provide the most up-to-date content, and if your piece of news is most relevant it will index it and pull it in as quickly as possible to serve readers fresh content.

Increased authenticity 

As a Google News publisher, your website is automatically stamped with the Google seal of approval. This not only proves that your website is worth clicking through to, but that it and its content is truly authentic. In an age of fake news, readers appreciate real news that they know they can trust. With this added advantage over your competitors who aren’t Google News publishers, your site’s authenticity is bound to overtake those around you.

With all these benefits now at the front of your mind, how do you get your site onto Google News and become a verified publisher?  According to Google’s Publisher Centre, the process is rather simple:

  1. Go to the Google News Publisher Centre.
  2. Open search console and verify that you own your website.
  3. Request inclusion in the Google News index.
  4. Enter all requested website details, including your news sections and URLs.
  5. Submit.

After a period of one to three weeks, the publisher centre will provide the status of your application with either, “included” or “site rejected”.

So if your website includes some form of fresh news, you can or your marketing team can put the Google News hub to good use. Not only can it improve your SEO efforts, but also get your content in front of a large, yet targeted audience.