An SEO guide to optimizing your Google Publisher Center account - Search Engine Land

You see Google News surfaces every day. Top stories carousels, the Google news tab, site or app. But how do you get your content to consistently show on these surfaces?

There is no one silver bullet for Google News optimization.

But your content will only reach its full potential across Google News surfaces if a well-optimized Google Publisher Center account backs it.

In this advanced SEO guide, it’s presumed you have an existing Publisher Center account. If not, don’t worry. You can learn how to set up your account right the first time.

Let’s dive into the intricate details of configuring Google Publisher Center to amplify your articles and videos on Google News surfaces.

Google Publisher Center settings

It’s clear Google didn’t put their best UI designer on the Publisher Center project.

To get to the basic setting, scroll down to the base of your Publisher Center homepage to the More Options section.

Click the Manage your publication and your organization down arrow and Modify publication settings.

Publication settings

Ensure the publication name is the official brand name. Not “BrandName Blog” or “BrandName Magazine.”

When you create a publication, you have an opportunity to corroborate key facts about your brand.

This can help strengthen your brand entity in the Knowledge Graph, Google’s database of understood things.

But if you don’t use the official brand name, Google may have difficulty connecting the two.

The facts you can confirm include:

• Geographic target with...

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