Google News and Discover SEO
Why Choose Bring Digital Performance for Google News and Google Discover SEO?
We have over 25 years as SEO consultant specialists. Bring Digital Performance has helped countless Australian businesses, local news outlets and international brands improve visibility on Google News and Google Discover and drive more qualified traffic to their websites.
We can help you build online authority, improving news and other content performance, and making sure to keep up to date with the latest Google algorithm developments.
Whether you’re a local SME wanting more regional presence or an international business or publisher, we have the experience, knowledge and skills to give you broader reach and deeper audience engagement.
Get more eyes on your news articles
Contact us for a comprehensive, practical Google News and Google Discover SEO strategy that attracts more readers and boosts your online authority.
A results-driven approach from an SEO partner with in-depth knowledge and a proven track record.
Bring has the expertise to ensure that your content always meets Google’s latest requirements, for greater online visibility, user engagement and conversions.
What are Google News SEO and Google Discover SEO?
Google News and Google Discover are both excellent ways of directing content to the right audiences at the right time. Applying SEO methodology to these services offers a powerful additional advantage.
The key to unlocking this power lies in the fact that Google News and Google Discover offer ways of having content immediately appear in the most prominent positions on search engine results pages, apart from the list of search results. Users look for these high-visibility page sections to get the latest information, making them coveted search engine real estate.
Google News shows the latest news, tailored to provide authoritative information in the form of real-time updates. Google Discover takes this a step further by creating a personalised content feed when someone opens the Google app or Google Chrome on a mobile device, based on user interests and their browsing behaviour.
Benefits of Google News and Google Discover Optimisation
A well-planned Google News and Google Discover SEO strategy aims to deliver a tangible, measurable competitive advantages, including:
- Increased content visibility within the Top Stories Carousel, ensuring your breaking news occupies the most prominent real estate on the main Google Search results page
- Extra website traffic from different Google feeds.
- Higher website authority based on informative, news-related content.
- New opportunities to attract and retain target audiences.
PART 1 – GOOGLE NEWS SEO
Google News SEO Services by Bring Digital Performance
Our Google News SEO team offers tailored optimisation services that are strategically designed to maximise exposure in Google News search results. We ensure that our client’s articles comply with Google publishing policies, content structure, and content quality standards.
This helps to encourage more visibility, while simultaneously building authority with Google, leading to increasing prominence.
Google News Website Compliance
Appearing in Google News requires a lot more tha publishing an optimised online article and promoting it. The website itself must be properly configured to meet Google’s parameters for news publication. We insert and optimise all the required elements, such as an XML sitemap, structured data, and AMP mark-up – a framework designed to help mobile web pages load faster in Google News.
We make sure that all technical elements comply with Google protocols, and help our clients set up and run their Google News Publishing Centres. See our technical SEO services here.
Indexation Speed and Site Migration
In the news world, seconds matter. We optimize your server response and crawl budget to maximize indexation speed, ensuring your stories are live in the feed while they are still trending.
Additionally, we provide specialist support for publisher site migrations, ensuring that moving to a new CMS or domain doesn’t result in a loss of historical authority or ‘News’ status.
Google News Content Creation and Optimisation
As with all website content, Google News prioritises quality and relevance when ranking and presenting news articles. Our team of expert SEO writers works with clients to create accurate, useful and timely news articles backed by proper research.
These authoritative articles align client business communication strategy with target audience interests. We also implement behind-the-scenes elements like schema mark-up and internal linking frameworks to further promote discoverability.
Google News Indexing and Performance Monitoring
Indexation speed is critical to appearing in Google News before the content is outdated. We optimize your technical setup and content delivery to ensure near-instant discovery, helping your stories reach the Top Stories carousel while they are still trending.
Our approach begins with a comprehensive Editorial SEO Audit to identify why certain articles may be lagging in the index. We then monitor and measure the performance of every published item, providing the analytics and reporting needed to refine your strategy and maintain a competitive edge in real-time search.
PART 2 – GOOGLE DISCOVER SEO
Google Discover SEO Services by Bring Digital Performance
Google Discover curates online content to create personalised article feeds for mobile users. This is based on Google’s collation of all the information it has on user interests, browsing behaviour and search history.
While Google News is time-sensitive to keep articles topical, Google Discover filters for the most engaging content to match each user’s individual profile.
Our content experts focus on creating the most compelling content to match our clients’ customer preferences and successfully engage with them.
Engaging Content Designed for Sharing
Our prime focus with Google Discover SEO is on creating compelling content that appeals to readers and creates high levels of engagement across clearly targeted audiences.
We use a range of content elements to achieve this, including captivating yet accurate headlines, high-quality visuals, keywords and metadata.
Optimisation for Google E-A-T-T
Google’s E-A-T-T framework evaluates content quality using four criteria:
- Expertise – does the content show a company’s expertise in its field?
- Authority – has the publisher previously shown authority its field?
- Trustworthiness – is the information reliable and accurate?
- Transparency – has the information been presented honesty?
We ensure that content ticks all these boxes, to create high levels of credibility for our clients. It involves publishing regular, trustworthy and useful content that has been well researched. This progressively increases authority with Google.
Frequently Asked Questions About Our News SEO Consulting Services
How Can Google News SEO Help My Business Increase Visibility In Search?
Google News SEO increases visibility by positioning your content in Google News feeds and the Top Stories carousel, which appear prominently above standard search results. This prime placement drives qualified traffic from users actively seeking timely, authoritative information.
Your articles gain exposure to engaged audiences searching for news-related topics in your industry. When properly optimised, your content can appear automatically in Google News without manual submission, significantly expanding your reach beyond traditional organic search results.
What Types Of Businesses Benefit Most From Google News And Discover Optimisation?
News publishers benefit most from Google News and Discover optimisation, including:
- local news outlets
- industry publications
- media organisations
However, any content-driven business publishing timely, newsworthy articles can leverage these platforms.
Businesses covering industry trends, market analysis, or breaking developments in their sector see strong results. The key is producing original, authoritative content that serves audience interests rather than purely promotional material.
How Long Does It Take To See Results From Google News And Discover Optimisation?
You can expect to see initial results from Google News and Discover optimisation within 6 to 8 weeks of implementation. This timeline allows for technical improvements, content optimisation, and Google’s crawling and indexing processes to take effect.
Results vary based on your starting point, including current site health, domain rating, and content quality. Sites with stronger technical foundations and publishing consistency typically see faster traction in Google News feeds and Discover placements.
What Is The Difference Between Google News SEO And Traditional SEO?
Google News SEO focuses on timely, newsworthy content optimised for rapid indexing and placement in news-specific feeds like Top Stories. Traditional SEO targets evergreen content designed to rank in standard organic search results over longer periods.
News SEO requires specific technical elements like NewsArticle schema, clear publication dates, and fast page speeds to compete in time-sensitive news cycles. Traditional SEO prioritises broader keyword targeting, link building, and content depth for sustained rankings across general search queries.
How Does Bring Digital Performance Help With Google News Publisher Centre Setup?
Bring Digital Performance guides you through the complete Google News Publisher Centre setup process, which is preferred for maximising your news visibility. We handle the technical configuration, including
- XML sitemaps
- structured data implementation
- compliance verification
Our team ensures your site meets Google’s content policies and technical standards for automatic inclusion. We also provide ongoing support to maintain your Publisher Centre account and troubleshoot any indexing or compliance issues that arise.
Can You Optimise My Existing Content For Google News And Discover?
Yes, we optimise your existing content for Google News and Discover by analysing what you’ve already published and identifying improvement opportunities. Our team works with your content to enhance headlines, add proper schema markup, and ensure technical compliance.
We focus on your strongest performing articles first, implementing NewsArticle structured data, optimising images, and improving page speed. This approach allows your existing content library to compete effectively in news feeds without requiring complete rewrites.
What Is NewsArticle Schema Markup And Why Is It Important?
NewsArticle schema markup is structured data code that explicitly tells Google your content is a news article. It includes critical information like headlines, publication dates, author details, and images in a format search engines easily understand.
While not strictly required, NewsArticle schema significantly improves your chances of appearing in Google News and Top Stories features. It helps Google quickly identify, categorise, and display your articles with rich snippets, increasing click-through rates from news feeds.
How Does Bring Digital Performance Improve My Website’s Core Web Vitals For News Content?
Bring Digital Performance improves your Core Web Vitals by optimising page speed, interactivity, and visual stability specifically for news articles. We focus on reducing Largest Contentful Paint (LCP) to under 2.5 seconds, achieving Cumulative Layout Shift (CLS) below 0.1, and ensuring Interaction to Next Paint (INP) stays under 200 milliseconds.
Our technical optimisations include image compression, browser caching, code minification, and server response improvements. Strong Core Web Vitals act as a ranking tie-breaker in Google News, giving your articles a competitive edge when content quality is comparable across publishers.
What Content Types Perform Best In Google Discover?
Listicles and visual-heavy articles perform best in Google Discover, with formats like “5 Ways To…” or “Top 10…” generating high engagement. Content featuring large, high-quality images (at least 1200 pixels wide) sees significantly better click-through rates.
Evergreen content that’s regularly refreshed also performs well, along with articles aligned with your site’s authority topics. Google Discover prioritises engaging, non-promotional content that matches individual user interests rather than time-sensitive breaking news.
How Quickly Will My Articles Get Indexed In Google News?
Your articles can be indexed in Google News within minutes to a few hours when properly optimised for rapid discovery. We implement technical elements like XML news sitemaps (updated within 48 hours of publication) and NewsArticle schema to accelerate this process.
Indexing speed depends on your site’s crawl frequency, technical health, and established authority with Google. Sites with consistent publishing schedules and strong Core Web Vitals typically achieve faster indexing than those with sporadic content or technical issues.
What Metrics Do You Track To Measure Success For This Service?
We track website traffic from organic search and Google Discover as primary success metrics, monitoring the volume and quality of visitors arriving from news-specific placements. Clicks, impressions, and visibility in Google News feeds provide insight into content performance.
We also measure visibility and engagement from large language models (LLMs) like ChatGPT, Claude, and Gemini. Comprehensive reporting includes Core Web Vitals scores, indexing speed, and click-through rates from news carousels to demonstrate the full impact of optimisation efforts.
Is Google News Optimisation A One-Time Setup Or Ongoing Service?
Google News optimisation is an ongoing service requiring continuous monitoring, content optimisation, and technical maintenance. While initial setup establishes the foundation, sustained visibility demands regular updates to keep pace with algorithm changes and competitor activity.
We provide ongoing support through monthly retainers that include content review, schema updates, performance monitoring, and strategic adjustments.
Contact us to discuss service options tailored to your publishing frequency and business goals.
What Are The Most Common Mistakes Publishers Make With News SEO?
Poor on-page optimisation is the most common mistake, including weak headlines, missing publication dates, inadequate author information, and thin content. Publishers also frequently neglect Core Web Vitals, resulting in slow page speeds that harm both user experience and rankings.
Other critical errors include improper or missing NewsArticle schema, inconsistent publishing schedules, and failure to establish clear E-A-T-T signals. Many publishers also overlook mobile optimisation despite Google Discover being primarily a mobile experience.
How Does Bring Digital Performance’s Approach Differ From Other SEO Agencies?
Bring Digital Performance handhold clients through the entire optimisation process, providing personalised guidance rather than generic implementations. We work collaboratively with your content team, offering SEO workshops and mentoring to build internal capabilities alongside our technical work.
Our 25+ years of SEO expertise means we stay ahead of algorithm changes and understand the nuances of news-specific ranking factors. We focus on practical, results-driven strategies tailored to your business goals rather than one-size-fits-all solutions.
Can Google Discover Drive Traffic To Non-News Content?
Yes, Google Discover drives traffic to non-news content including how-to guides, opinion pieces, and evergreen articles. Discover prioritises engaging, high-quality content that matches individual user interests regardless of publication date.
Content must demonstrate strong E-A-T-T signals, feature compelling visuals, and align with topics where your site shows authority. While breaking news performs well, evergreen content that’s regularly refreshed and optimised for user engagement can generate sustained Discover traffic.
How Much Does Google News And Discover SEO Cost With Bring Digital Performance?
Bring Digital Performance doesn’t publish fixed pricing on our website because every client’s needs differ significantly. Costs depend on your current technical state, content volume, publishing frequency, and specific optimisation requirements.
We offer customised service packages ranging from initial setup and training to comprehensive ongoing management. Contact our team to discuss your goals and receive a tailored proposal that fits your budget and delivers measurable results.
How Can I Contact Bring Digital Performance To Learn More About This Service?
Contact Bring Digital Performance directly through our website contact form or call our team to discuss your Google News and Discover SEO needs. You can also fill out the form below.
We offer complimentary consultations to assess your current situation and recommend the best approach.
Our team will walk you through available service options, answer your questions, and provide a customised proposal. Reach out today to start improving your visibility in Google News feeds and Discover placements.