An off-platform strategy is not complete unless Google is factor. While platforms like Facebook have been traditionally strong in the past as a referrer for most publishers, things are changing.
Search is often a gateway for many readers to your site. Even subscribers, who have access to on-platform products like apps will still find your big story through search.
For those who may not have a sole person dedicated to search on your team, here are three good places to start if you want your publication to start thinking more about search this year.
1) Prioritize Good Journalism
When people hear “search,” they often think about those really awful stories that pop up after a major event. Remember Newsweek’s headlines last year?