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Publisher/Media SEO Strategy Template

Industry Characteristics

• High content volume
• Time-sensitive content (news)
• Ad revenue dependent on traffic
• Authority and trust critical
• Competing with social platforms
• AI Overviews impact on traffic

Recommended Site Architecture

/
├── Home
├── /news (or /latest)
├── /topics
│   ├── /topic-1
│   ├── /topic-2
│   └── ...
├── /authors
│   ├── /author-1
│   └── ...
├── /opinion
├── /reviews
├── /guides
├── /videos
├── /podcasts
├── /newsletter
├── /about
│   ├── /editorial-policy
│   ├── /corrections
│   └── /contact
└── /[year]/[month]/[slug] (article URLs)

Schema Recommendations

Page Type	Schema Types
Article	NewsArticle or Article, Person (author), Organization (publisher)
Author Page	Person, ProfilePage
Topic Page	CollectionPage, ItemList
Homepage	WebSite, Organization
Video	VideoObject
Podcast	PodcastEpisode, PodcastSeries

NewsArticle Schema Example

{
  "@context": "https://schema.org",
  "@type": "NewsArticle",
  "headline": "Article Headline",
  "datePublished": "2026-02-07T10:00:00Z",
  "dateModified": "2026-02-07T14:30:00Z",
  "author": {
    "@type": "Person",
    "name": "Author Name",
    "url": "https://example.com/authors/author-name"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Publication Name",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "image": ["https://example.com/article-image.jpg"],
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/article-url"
  }
}

E-E-A-T Requirements

Publishers face highest E-E-A-T scrutiny.

Author Pages Must Include

• Full name and photo
• Bio and credentials
• Areas of expertise
• Contact information
• Social profiles (sameAs)
• Previous articles by this author

Editorial Standards

• Clear correction policy
• Transparent editorial process
• Fact-checking procedures
• Conflict of interest disclosures

Content Priorities

High Priority

1. Breaking news (speed matters)
2. Evergreen guides on core topics
3. Author pages with credentials
4. Topic hubs/pillar pages

Medium Priority

1. Opinion/analysis pieces
2. Video content
3. Interactive content
4. Newsletter landing pages

GEO Considerations

• Clear, quotable facts in articles
• Tables for data-heavy content
• Expert quotes with attribution
• Update dates prominently displayed
• Structured headings (H2/H3)
• First-party data and original research are highly cited by AI systems
• Ensure author entities are clearly defined with Person schema + sameAs links
• Monitor AI citation frequency across Google AI Overviews, AI Mode, ChatGPT, Perplexity
• Treat AI citation as a standalone KPI alongside organic traffic

Publisher SEO Updates (2025-2026)

• Google News automatic inclusion: Google News no longer accepts manual applications (since March 2025). Inclusion is fully automatic based on Google's content quality criteria. Focus on Google News sitemap markup and consistent, high-quality publishing cadence.
• KPI shift: Traffic-based KPIs (sessions, pageviews) are declining in relevance as AI Overviews reduce click-through rates. Leading publishers are shifting to: subscriber conversions, time on page, scroll depth, newsletter signups, AI citation frequency, and revenue per visitor.
• Site reputation abuse risk: Publishers hosting third-party content (coupons, product reviews, affiliate content) under their domain are at high risk. Google penalized Forbes, WSJ, Time, and CNN for this in late 2024. If hosting third-party content, ensure strong editorial oversight and clear first-party involvement.

Technical Considerations

Core Web Vitals

• Ad placement affects CLS
• Lazy load ads and images below fold
• Optimize hero images for LCP
• Minimize render-blocking resources

AMP (if used)

• Consider dropping AMP (no longer required for Top Stories)
• Ensure canonical setup is correct
• Monitor performance vs non-AMP

Pagination

• Proper pagination for multi-page articles
• Or infinite scroll with proper indexing
• Canonical to page 1 or full article

Key Metrics to Track

• Page views from organic
• Time on page
• Pages per session
• Newsletter signups from organic
• Google News/Discover traffic
• AI Overview appearances