In a crowded landscape, getting your articles to the top of Google’s search results is challenging. That’s where Polemic Digital comes in. We provide a range of expert SEO consultancy services, including:
Our approach to SEO is based on three pillars: Technology, Relevancy, and Authority:
The foundation of SEO is a website that can be fully crawled and indexed by Google. This is easier said than done, as often bespoke content management systems have limited built-in functionality for SEO. Features like XML sitemaps, human-readable URLs, structured data, and canonical pages, are incredibly important for SEO but often overlooked by web developers.
Especially for large websites such as news publishers, proper technical SEO can make a huge difference in your visibility in Google’s search results and help set you apart from your competitors to gain a larger share of visits and revenue.
Polemic Digital offers specialised SEO audits for publishers that review websites for all aspects of technical SEO, and will provide detailed recommendations on improving this crucial and foundational aspect of SEO. Additionally we can deliver technical SEO training for your product teams to ensure their work maximises your platform’s SEO capabilities.
When you have a fully crawlable and indexable website, you then need to make sure your content is optimised for the right keywords, so that Google understands what each page on your website is about and which search terms it could be ranked for. First of all you need to ensure you’re targeting the right keywords that apply to your news stories (keyword research), and that you can compete with and outrank the publishers that currently dominate in Google for those keywords (competitive analysis).
You then need to make sure your content is fully optimised for those keywords, with optimal title tags, meta descriptions, and body content. Other aspects of your site that need to be optimised for maximum relevance are your navigation structure, URLs, images, and internal links.
At Polemic Digital we offer strategic SEO consulting where we help you implement the right processes to embed SEO into your editorial workflows. We also offer SEO training to upskill your journalists on what is required for their articles to rank in Google.
When your website is technically sound and fully optimised for the right keywords, that doesn’t mean Google will rank it high in its search results. To decide which websites to rank highly, Google looks at the ‘authority’ a website has accumulated over time, and that is determined by the amount and quality of links and mentions it has across the whole internet as well as the topical expertise you build up over time as a publisher.
Improving a website’s authority, and thus its rankings in Google, is an ongoing process that has various different elements to it. Your website needs to establish itself as a trustworthy source of information, which is accomplished through effective approaches to SEO in your editorial team. And your website needs to gather links and mentions from other trustworthy websites, which means you need to publish stories that set the news agenda.
We offer ongoing consulting to aid you with these tactics and ensure you implement the right processes to achieve success. For a no-nonsense chat about how SEO consultancy Polemic Digital can help your business, get in touch with us today.