SEO is a long-term game. In news media, where speed of publication and timeliness of content are crucial, a properly implemented SEO strategy becomes the foundation for success. When starting an editorial SEO project at a portal, it is important to first take the time to understand the organisation's goals, build relationships with the editorial team and conduct a thorough technical audit of the site. Below is a detailed guide to help you harness the energy of your new position to achieve long-term results.
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Understanding the organisation's objectives
Business and editorial objectives
The foundation of a successful SEO strategy is a thorough understanding of what your organisation's goals are. Whether your main goal is to increase traffic, build a subscriber base that pays for access to content behind a paywall, or increase the time users spend on your site - all of these metrics (KPIs) must be included in your action plan.
- KPI analysis: Identify key success metrics such as number of views, time on page, conversion rate or subscription revenue.
- Understanding the audience: Consult the available data on target audiences - get to know the personae and analyse what content attracts your readers.
- Financial targets: Establish what your publication's revenue or subscription targets are for the next 6, 12 and 24 months.
This initial understanding allows you to better align your SEO efforts with your overall business priorities, increasing the chances of effective optimisation.
Cooperation with the editorial board
Building relationships in the newsroom
Collaboration with the editorial team is key. The SEO specialist must quickly identify so-called 'SEO champions' / change leaders in the editorial team, i.e. people who are open to implementing optimisation in the content creation process.
- Training and workshops: Organise meetings to present basic SEO principles such as optimising titles, metadata, headline structure or internal linking.
- Integration in the publishing process: Learn about the current workflow - from article idea to final approval. Understanding this process will help you propose improvements that fit harmoniously into the editorial team's daily workflow.
- Regular communication: Introduce regular meetings to systematically discuss SEO results and new trends and updates.
Collaborating with the editorial team not only allows you to implement best practices, but also builds a culture of content optimisation right from the creation stage.
Technical audit - the basis of any SEO strategy
Checking page indexing
Conduct a thorough technical audit of your portal before you start your optimisation efforts. Key questions to ask yourself are:
- Is the site correctly indexed by search engines?
- Are the robots.txt file and "noindex" directives blocking access for crawlers?
- Is the site map (XML sitemap) correctly configured?
Tools and analysis
In the first few weeks of your new role, use tools such as Screaming Frog or Sitebulb to conduct a full site scan. Additionally, SEMRush and Ahrefs can provide valuable insights into:
- Duplicate and 'thin' content - identify low-value pages or duplicate content that may negatively impact visibility.
- Orphan pages: ensure that every important page is appropriately linked to the rest of the site.
- Redirects: Identify unnecessary redirects and so-called redirect hops that can slow down page loading.
- Page Speed and Core Web Vitals: Monitor performance metrics as these are key to SEO and user experience.
- AMP: Evaluate whether the implementation of Accelerated Mobile Pages is needed and if it has been done correctly.
Based on the audit results, draw up a detailed list of priority actions to present to the development team.
Traffic analysis and impact of algorithm changes
Tracking results and algorithms
Regular analysis of website traffic is essential, especially in the context of changes to Google's algorithms. Use Google Search Console to:
- Monitor changes: Use available tools, such as extensions to GSC, to visualise the impact of algorithmic updates on your site.
- Analyse data: Export data from Search Console and analyse which subject areas and content types are declining or increasing.
Identification of content formats
During the analysis, it is worth identifying which formats and content types (e.g. local guides, expert articles or reports) generate the best results. These insights should form the basis for future content planning and also enable:
- Detect gaps in the content offering: Identify keywords for which your competitors are gaining positions and you are not yet.
- Segment your traffic: Compare traffic coming from search engines for branded and non-branded phrases to better understand the strength of your portal's recognition.
Check current search engine visibility
Monitoring of keyword positions
News portal SEO is not just about technical optimisation, but more importantly about building brand visibility in search engines:
- Visibility: Measure the percentage of traffic your website receives and analyse changes over time (e.g. over a 12-18 month period).
- Keyword ranking: Identify which phrases your content is already positioned for, and which ones generate the most traffic.
- Competitor analysis: Check what keywords competing news portals are using. This will help you identify gaps that could become opportunities for growth.
Documentation of best practice and training in the editorial department
Implementation of SEO standards
Take care to develop and distribute documentation with SEO guidelines in the first few months:
- On-page SEO: Prepare a checklist of best practices, including optimisation of titles, descriptions, headings, internal linking and image optimisation.
- Regular training: Organise educational meetings and drop-in sessions to keep all members of the editorial team up to date with the latest SEO trends.
- Collaboration: Encourage editors and writers to use analytics tools and SEO-checklists to help improve the quality of content published.
Prioritisation of tasks and reporting on progress
Action planning
After the technical audit and traffic analysis, draw up a list of tasks to be carried out:
- Short-term fixes: Eliminate critical technical errors that may negatively affect indexing and site performance.
- Long-term initiatives: Plan to implement new content formats and comprehensive optimisations that will increase search engine visibility in the long term.
- Communication with management: Regularly report the progress of SEO activities to senior management. Transparency in action allows you to build trust and justify investments in optimisation.
Utrzymanie dynamiki
SEO to proces ciągły, dlatego:
- Ustal cykliczne przeglądy: Raz na kwartał dokonuj przeglądu postępów, analizując, które działania przynoszą oczekiwane rezultaty, a które wymagają korekty.
- Elastyczność: Monitoruj zmiany w algorytmach wyszukiwarek oraz trendy w zachowaniach użytkowników, by na bieżąco modyfikować strategię.
Summary
The SEO of a news portal is a complex, multi-faceted process that requires constant analysis, technical auditing and close collaboration with the editorial team. The key to success is:
- A thorough understanding of the organisation's objectives and target audience.
- Regular training and incorporation of best practice into daily work.
- Systematic technical analysis and optimisation of content that responds to both algorithm changes and reader needs.
Small, systematic steps taken in line with a long-term SEO strategy will increase traffic, improve visibility and strengthen the position of your news portal in a dynamic online media environment.
Implementing the above recommendations will allow your portal to not only meet the challenges of a dynamic media market, but also build a sustainable competitive advantage based on a consistent and strategic approach to SEO. A systematic approach is key - from the technical audit, to working with the editorial team, to continuously monitoring performance and adapting strategies in response to changing market conditions.
ICEberg CMS 5 - news portal engine and administration panel for SEO and content management of the website
ICEberg CMS 5 is a state-of-the-art content management system that can significantly support the optimisation of a news portal thanks to its powerful SEO features. In a dynamic media environment where speed of publication, frequent updates and high competition in search results are the order of the day, ICEberg CMS 5 offers a range of tools to help achieve and maintain high search engine visibility. Below, we outline how the various features of the system can support a news portal's SEO strategy.
Key Features of ICEberg CMS 5 Supporting SEO
Meta tag and header editing
- SEO content personalisation: Each sub-page (including articles and news sections) has a dedicated SEO tab where meta tags such as page title, keywords and description can be edited precisely. This allows editors to tailor these elements to the specifics of each article, which is crucial in the context of a dynamically changing content offering.
- Headline optimisation: The ability to modify H1 headings directly while editing a subpage allows quick corrections to be made, resulting in better alignment of content with search phrases.
These functionalities enable precise optimisation of content without the need to modify the source code, which speeds up the implementation of changes and reduces the risk of errors.
Global SEO options
- Default SEO settings: ICEberg CMS 5 allows you to define global meta tags to be used as defaults for all subpages. This is particularly useful for a news portal, where some content may not need to be optimised individually.
- Homepage SEO: Editing of the meta tags for the homepage is available in a dedicated section, enabling a strong front page for search engines.
With global settings, it is possible to maintain SEO consistency across the site, resulting in better indexing and rankings.
SEO automation using Artificial Intelligence
- Meta description and keyword generation: The system offers an AI-based automation function that generates meta descriptions and keywords based on ready-made prompts. In the dynamic environment of a news portal, where a large number of articles appear, this feature saves time and ensures consistency of optimisation.
- Customising prompts: The ability to customise AI prompts gives editors control over the content generated, allowing for better tailoring to the specifics of the content being published.
Automating internal linking
- Site structure optimisation: ICEberg CMS 5 allows internal links to be added automatically based on defined keywords. In the case of a news portal, where content is often thematically linked, automatic linking helps improve navigation and increases the chances of all relevant articles being indexed by search engines.
- Improving 'link juice' flow: Good internal linking supports the building of a hierarchy of content and improves the authority of a page, which is crucial in an SEO strategy.
Managing 301 redirects and generating Sitemap.xml
- Redirection management: Articles can be updated, moved or archived. ICEberg CMS 5 makes it easy to manage 301 redirects, which preserves the SEO value of old URLs.
- Automatic generation of Sitemap.xml: The rapid generation and updating of the sitemap enables search engines to efficiently index the latest content, which is particularly important for portals publishing a large number of articles every day.
Analytics integrations and additional features
- Adding scripts: The ability to introduce custom scripts, such as Google Search Console verification codes or Google Analytics integrations, allows for monitoring the effectiveness of SEO efforts and ongoing traffic analysis.
- Support for language versions: For news portals publishing content in multiple languages, this functionality allows optimisation to be tailored to the specifics of each language, increasing the chances of better visibility in different regions.
Summary
ICEberg CMS 5 is a comprehensive tool that, through its advanced features, supports the SEO optimisation process at every stage of content publication. In the context of a news portal, the system enables:
- Precise editing of meta tags and headings, which influences better alignment with search engine requirements.
- Setting global SEO settings that ensure optimisation consistency across the site.
- Automating key processes such as generating meta descriptions, keywords and internal linking, which significantly speeds up the work of editors.
- Effective management of redirects and site map, which is key to maintaining SEO value in a rapidly changing media environment.
- Easy integration of analytics tools, allowing for continuous monitoring and adjustment of SEO strategies.
With ICEberg CMS 5, the editors of a news portal can focus on creating high-quality content, while being confident that the technical aspects of SEO are optimised and maintained at the highest level. Such a system reduces the risk of errors, speeds up the publication process and allows for a flexible response to changing conditions in search engine algorithms, resulting in long-term SEO success.
Krakweb - SEO agency providing services in positioning news portals, implementation of engines and CMS for portals, SEO consulting
Krakweb is an experienced interactive agency and software house from Kraków, which specialises in the implementation of modern CMS solutions for the management of portals, such as ICEberg CMS 5, among others, and in comprehensive SEO support. In the context of a news portal, Krakweb can help on many levels, combining technological expertise with a deep understanding of SEO strategy.
How does Krakweb support SEO optimisation based on ICEberg CMS 5?
Professional implementation and configuration of ICEberg CMS 5
Krakweb offers end-to-end implementations of ICEberg CMS 5, ensuring that all advanced features of the system are configured according to the needs of the news portal. In practice, this means:
- Optimised editing of meta tags and headings: Thanks to precise settings at the level of each sub-page (e.g. articles), it is possible to adapt titles, keywords and descriptions to the specifics of the published content.
- Configuration of global SEO options: Default settings, which guarantee optimisation consistency across the site, are key to building a strong position in search results.
With this solution, Krakweb makes it possible to react quickly to changes in search engine algorithms and maintain a consistent optimisation standard, which is particularly important in a dynamic media environment.
SEO Process Automation
ICEberg CMS 5 is equipped with automation features such as meta description generation and automatic internal linking. Krakweb uses these tools to:
- Increase editorial efficiency: Automating key tasks saves time and reduces the risk of errors when publishing content.
- Improve link building: Automatically adding internal links improves site navigation and promotes the transfer of 'link juice' between related content, resulting in better rankings.
Strategic Consulting and Training
Krakweb not only implements tools, but also offers comprehensive strategic consultancy and SEO training:
- SEO strategy development support: Krakweb specialists help define goals, analyse the competition and develop optimisation plans that take into account both technical and editorial aspects.
- Training for editorial teams: Imparting knowledge on SEO best practices allows editors to better prepare content for search engines. This, in turn, increases the chances of achieving high visibility in search results.
Redirection management, Sitemap.xml and Analytics integrations
In the dynamically changing environment of a news portal, it is essential to efficiently manage the technical elements that affect positioning:
- Management of 301 redirects: Krakweb helps to configure redirects, allowing the SEO power of old URLs to be maintained in the event of changes to the site structure.
- Automatic generation of Sitemap.xml: This makes it easier for search engines to index the latest content.
- Integrations with analytical tools: The addition of scripts (e.g. Google Analytics, Google Search Console) enables ongoing monitoring of the effectiveness of SEO activities.
Long-term Support and Monitoring
Krakweb also offers post-implementation support, which includes:
- SEO performance monitoring: Continuous data analysis and reporting enables rapid response to changes in search engine algorithms and adaptation of strategies.
- System updates and maintenance: Regular technical maintenance and optimisations help to maintain high quality indexation and visibility of the portal.
Summary
By combining technological expertise with SEO experience, Krakweb helps news portals not only to implement ICEberg CMS 5, but more importantly to optimise every aspect of the site - from technical configuration to process automation to strategic consulting and training for editorial teams. This comprehensive service ensures that the content published on the portal is not only attractive to readers, but also search engine friendly, resulting in higher visibility and a sustained increase in organic traffic.
If you want to find out more or use Krakweb's services, you can contact us directly at +48 12 429 30 13 or by email at kontakt@krakweb.pl.
FAQ - SEO of the news portal - questions and answers from the expert
Czym jest ICEberg CMS 5 i jakie korzyści przynosi dla portalu newsowego?
ICEberg CMS 5 to nowoczesny system zarządzania treścią, który oferuje szeroki wachlarz funkcji SEO. Umożliwia m.in. precyzyjną edycję meta tagów i nagłówków, definiowanie globalnych ustawień SEO, automatyzację generowania meta opisów oraz słów kluczowych za pomocą sztucznej inteligencji, automatyczne linkowanie wewnętrzne, zarządzanie przekierowaniami 301 i generowanie pliku Sitemap.xml. Dzięki temu portale newsowe mogą publikować treści zoptymalizowane pod kątem wyszukiwarek, co przekłada się na lepszą widoczność i wzrost ruchu organicznego.
Jak Krakweb wspiera implementację ICEberg CMS 5?
Krakweb oferuje kompleksową obsługę wdrożenia ICEberg CMS 5, dbając o profesjonalną konfigurację wszystkich kluczowych funkcji systemu. Dzięki temu możliwe jest szybkie i bezproblemowe uruchomienie narzędzi SEO, takich jak edycja meta tagów, ustawienia globalne, automatyzacja procesów czy integracja z narzędziami analitycznymi, co pozwala portalowi newsowemu na efektywną optymalizację witryny.
W jaki sposób automatyzacja SEO w ICEberg CMS 5 wspiera działania portalu newsowego?
System oferuje automatyzację generowania meta opisów i słów kluczowych przy użyciu sztucznej inteligencji, co znacznie przyspiesza proces optymalizacji treści. Dodatkowo, funkcja automatycznego linkowania wewnętrznego pomaga budować spójną strukturę witryny, poprawiając nawigację i przekazywanie „link juice” między artykułami, co jest kluczowe dla osiągania lepszych pozycji w wynikach wyszukiwania.
Czy Krakweb oferuje wsparcie strategiczne oraz szkolenia dla redakcji?
Tak, Krakweb zapewnia kompleksowe doradztwo strategiczne w zakresie SEO. Specjaliści Krakweb pomagają opracować efektywną strategię optymalizacji, analizują konkurencję oraz identyfikują najlepsze praktyki. Dodatkowo, Krakweb organizuje szkolenia dla zespołów redakcyjnych, dzięki którym redaktorzy mogą lepiej przygotowywać treści zgodne z aktualnymi standardami SEO.
Jak zarządzać przekierowaniami 301 i generować Sitemap.xml?
Czym są CMS?
CMS (ang. Content Management System) to system zarządzania treścią, który umożliwia tworzenie, edycję oraz publikowanie treści na stronie internetowej bez konieczności bezpośredniej ingerencji w kod źródłowy. Dzięki CMS zarządzanie dużą liczbą artykułów, multimediów i aktualności staje się prostsze i bardziej efektywne, co jest szczególnie ważne dla dynamicznych portali newsowych. Przykładem CMS jest ICEberg CMS 5 - system rozwijany przez Krakweb od 2006 roku.
Czym jest SEO?
SEO (ang. Search Engine Optimization) to proces optymalizacji stron internetowych w celu poprawy ich widoczności w organicznych (bezpłatnych) wynikach wyszukiwania. Obejmuje działania techniczne, optymalizację treści, budowanie linków oraz analizę słów kluczowych. Dzięki SEO witryna może przyciągać większy, bardziej ukierunkowany ruch, co przekłada się na lepszą widoczność marki i wzrost liczby czytelników.
Który CMS wybrać dla SEO portalu newsowego?
Dla portalu newsowego, gdzie kluczowe są szybkie publikacje, elastyczność w edycji treści i zaawansowane funkcje optymalizacyjne, ICEberg CMS 5 jest jednym z polecanych rozwiązań. System ten oferuje:
- Precyzyjną edycję meta tagów i nagłówków - wspieraną przez automatyzacje i AI, co pozwala dopasować treść do wymogów SEO, oszczędzać czas i pieniądze,
- Globalne ustawienia SEO, które zapewniają spójność optymalizacyjną i brandową witryny.
- Automatyzację procesu SEO z wykorzystaniem sztucznej inteligencji, umożliwiającą generowanie meta opisów i słów kluczowych.
- Automatyczne linkowanie wewnętrzne, co poprawia strukturę witryny i ułatwia indeksację.
- Zarządzanie przekierowaniami 301 oraz generowanie pliku Sitemap.xml, co jest kluczowe przy częstych zmianach struktury portalu.
Takie rozwiązania pozwalają na szybkie reagowanie na zmiany algorytmów wyszukiwarek i utrzymanie wysokiej widoczności witryny w wynikach wyszukiwania. Dlatego dla portalu newsowego ICEberg CMS 5 jest często rekomendowanym wyborem.
Expert comment
SEO in news portals is a challenge due primarily to the need to reconcile conflicting interests. How do you write a news item that is both interesting for humans and good for the search engine bot? How to do it in such a way that it stands out from competing portals? How much should the clickbait be, and how much should be revealed in the title and the lead? Finding the balance requires experience in SEO, writing and knowledge of the business. It's good to have an effective tool and a proven partner at your disposal. This is where ICEberg CMS 5 comes in as a system that automates many of the tedious SEO activities, reminds you to optimise, checks the attractiveness of the title, leaf and content or helps generate or optimise this content automatically. Depending on the approach chosen by the editor-in-chief, the editor creating the news. However, an understanding is also needed - what in the news item can be generated, what can be duplicate content and which elements need to be of high quality - for the reader and for the search engine bot. For these are two different audiences, two different stakeholders. However, it is possible to reconcile their interests with each other and with those of editorial and business. Once you start using the support of a well-configured SEO automation tool to assist the editor in creating content - it will be hard to give it up. You will quickly experience an increase in visibility and traffic, but you may also notice an increase in quality and time spent on the site. By properly defining optimisation goals, you can achieve not only better SEO results, but also CRO - conversion, e.g. to subscriptions - subscribers paying for access to content behind a paywall and/or longer visits - due to users clicking through to other articles. Let us introduce you to a tool that will allow you to achieve more - arrange a consultation with an ICEberg CMS 5 expert.
