Advancements in communication technology make it possible for people today to obtain information in more ways than one, particularly in the digital realm. Even news websites need to apply strategies that will make their platform standout as the provider of information searched for in the Internet.
Unlike ecommerce and social media platforms, news outlets follow a business model based on a double value creation logic. A news website sells information valuable to the audience of the news market, while the attention of news readers becomes the valuable element in the advertising market. That is why in this digital age, journalism in news websites also have to be creative when providing the different information needs of their audience in order to survive and thrive.
Still provision of information and news must adhere to conventional journalistic requirements that ideally aim to keep the citizenry of a well-functioning society better informed. Currently some news websites are led by journalistic entrepreneurs who create news based on what their target audience wants to hear or read, in order to create value for advertisers.
This approach though, does not find favor with disciplined strategists as they believe that news organizations must provide information that works to serve common social and economic interests. However, since there is a market for this type of news publications, the practice, albeit tainting the credibility of the news industry tends to get additional support from social media sites.
Will Creating a News Website to Promote a Business Work?
While some consider setting up a news website as an effective strategy for promoting businesses, simply publishing news does not guarantee that it will drive traffic to your website; or that you will rank high in terms of Google search page results.
There are several factors that make news platforms different from business-to-consumer (B2C) or business-to-business (B2B) platforms. A news website has an advantage if it runs a constant flow of fresh content, and at the same time integrate special Google features like Top Stories.
As a provider of valuable information your primary business goal is to write timely topics. While current events or latest topics could drive traffic to your website, your content have shorter lifespans. That being the case your content will receive fewer traffic once they no longer resonate with news consumers.
Moreover, you have to constantly check Google News guidelines to make certain your news content meet the standards. That way, your news website will be recognized as a reputable provider of information and news.
Still, if you believe you can meet and keep up with such requirements, there are unique SEO strategies that can help you benefit from the advantages of running a news website in order to attract advertisers.
Examples of SEO Strategies to Drive Traffic at News Websites
Since one of the setbacks to running a news website is that traffic is subject to the ebb and flow of what is hot and trending, it’s important for you to add evergreen content. This denotes providing information that will not age as time lapses.
Generally, news sites grow large by nature, which makes organization of content paramount. You have to assess the categories and tags you’re using to determine if they are of value to readers looking for information.
While these are only examples of strategies for search engine optimization, a reputable SEO company can do more. What we suggest is to engage one in the region where your target audience is located.
Let’s say, you are providing local news for Arizona communities, hiring an Arizona SEO company is your best option. That way, you’ll be working with SEO professionals who know what will make your news website special to news readers in Arizona communities.