SEO Playbook for News Publishers

“SEO Playbook for News Publishers” is the ultimate guide for newsrooms, editors, journalists, and digital media strategists looking to master SEO, audience growth, and the latest Google Discover and AI-driven search trends. Written by SEO expert Clara Soteras, this hands-on resource blends editorial and technical strategies that help digital news outlets succeed in today’s competitive online environment. Packed with actionable advice, real-world newsroom examples, and checklists, the book explains how to grow your audience, boost article visibility, leverage traffic from Google Search, optimize for Google Discover, and new AI-powered features. Discover step-by-step frameworks to implement SEO best practices in newsrooms, improve technical health, and adapt to evolving technologies. Clara Soteras, author of this book, is a journalist, SEO consultant for news publishers, and product expert who works with leading media outlets in both Spanish and English. An adjunct university professor and internationally recognized thought leader, she is a sought-after speaker, judge, and advisor. Clara helps news organizations worldwide boost audience growth, design impactful SEO strategies, and discover new ways to monetize their content—always with the goal of driving deeper engagement and long-term success. The Playbook’s nine concise chapters cover everything from breaking news SEO, trend spotting, and content planning to building high-authority editorial teams and optimizing for the latest AI changes in Google search. The exclusive ninth chapter reveals what news publishers need to know about AI advancements and Google’s new AI Overviews. Chapters include: 1. Breaking news: How to Handle Live News in the Newsroom 2. Forget Traditional SEO: What Is Google Discover 3. Toolkit for Spotting Emerging Trends 4. Building a Winning Strategy for Google Discover 5. How to Plan a Content Strategy for Elections 6. The 5 Basic Technical Checks Every Media Outlet Should Do 7. Beyond Real-Time: What Is E-E-A-T? The Key Factor in Building Authority 8. How to Build a Successful Audience Team: Roles and Soft Skills 9. AI Comes to Google... How Will AI Overviews Impact SEO Traffic for Publishers? Part of the Tendenci@s+ Report collection—a series of in-depth publications on digital media and journalism topics—this volume is produced by the Tendenci@s newsletter, created in 2017 by Ismael Nafría.