Introduction to News SEO
For anyone who isn’t paying attention to news SEO because they feel it isn’t their relevant niche – think again. The foundations of SEO are underpinned by publishing content. Therefore, news SEO is relevant to all SEO. We are all publishers online. Experts like John Shehata and Barry Adams, who have experience working with most of the top news publications worldwide, stress the importance of understanding news SEO.
The Experts Weigh In
John Shehata and Barry Adams are the founders of the News and Editorial SEO Summit (NESS), which was started in 2021. In the last four years, the SEO industry has seen significant and rapid changes. I spoke to both John and Barry to get their insights into current issues SEOs face, how SEO can survive in the AI-first era, and to preview topics to be discussed at their upcoming fifth NESS event.
SEO in the AI Era
Recently, at Google Search Central Live in Thailand, Gary Illyes stated that there is no difference between GEO, AEO, and SEO. Barry Adams agrees with Google, saying, “It’s SEO. It’s just SEO.” He believes that the introduction of AI Mode is a more serious threat to publisher traffic than AI Overviews. AI Mode creates an immersive conversational experience that encourages users to continue their search journey within Google’s ecosystem, potentially making a lot of traffic evaporate without any chance of recovery.
Moving Up the Value Chain
To survive in the AI-first era, John highlights the need for SEOs to move up the value chain. This means going beyond just keywords and rankings to focus on building topical authority, traffic diversification, and direct audience relationships. News publishers need to think about revenue diversification, such as events or syndication, and build their own direct relationships with users through apps or newsletters.
Quality Journalism is Crucial
Despite the AI disruption, both John and Barry stress that technical SEO fundamentals remain important, but to a point. The technical can only take you so far, and investment in content is critical. Producing high-quality content that builds the brand is essential. Barry notes, “The content is really what needs to shine. And if you don’t have that in place, if you don’t have that unique brand voice, that quality journalism, then why are you in business in the first place?”
The AI Agents Question
The introduction of AI agents into newsrooms is a topic of discussion. John sees significant potential for AI to handle research tasks, document summarization, and basic content creation. However, Barry remains skeptical about current AI agent reliability for enterprise environments. He believes that AI agents are not yet mature enough to be trusted with critical tasks.
Looking Forward
The AI-first era demands honest acknowledgment of changed realities. Easy search traffic growth is over, but opportunities exist for publishers willing to adapt strategically. Success requires focusing on unique value propositions, building direct audience relationships, and maintaining technical excellence. The future belongs to publishers who understand that survival means focusing on their audience to build authentic connections that value their specific perspective and expertise.
Conclusion
In conclusion, news SEO is relevant to all SEO, and understanding its importance is crucial for success in the AI-first era. By moving up the value chain, focusing on quality journalism, and adapting to the changing landscape, publishers can thrive. The upcoming NESS event will provide valuable insights and discussions on these topics, featuring expert speakers like Marie Haynes, Mike King, and Lily Ray. With a special 20% discount for SEJ readers, this is an event not to be missed.