Almasdar 24
News SEO, where an article has about four hours to matter.
The business
An Egyptian news publisher, a category where publishing speed, structured data and crawl frequency decide visibility, and where an article that ranks on day two has already lost.
The brief
Get a publisher indexed fast enough to compete in a category measured in minutes.
What was in the way
- News SEO is a category measured in minutes. An article that ranks on day two has already lost.
- Crawl frequency, not content quality, is the binding constraint, Google has to come back before the story is cold.
- Evergreen material was being buried by the news cycle instead of continuing to earn after it passed.
- Article markup was incomplete, so pieces were ineligible for the placements that carry news traffic.
What I did
Attacked crawl frequency first
Indexation speed is the entire competitive question in news. Everything else is downstream of whether the crawler arrives in time.
Completed article structured data
Markup rebuilt so pieces became eligible for the news placements that account for most of the traffic in this category.
Separated evergreen from cycle
Archive architecture reorganised so durable material kept earning after the news moment passed instead of being buried by the next day's output.
Built for publishing speed
The workflow was structured so nothing technical stood between writing and being indexed, in news, process latency is lost traffic.
What changed
A freelance consulting engagement for an Egyptian news publisher.
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