Continuing a recent trend of regular updates to its search algorithms, Google has revealed that it has made another slight alteration, this time to the search engine optimisation function in search.

The “news_keywords” metatag tool has been added to ensure that genuine new stories are given precedence over SEO articles latching onto topical keywords to improve website rankings. This means that adding a popular topical search phrase to your page’s title – such as “Kate Middleton pictures” – will not make as much of impact as it previously did. It will also enable writers to be more creative with their headlines – which have previously been restricted by the need to include keywords.

For Internet marketing purposes, where content-focused strategies are moving ever-more closer to news and PR, this could be a massive bonus if implemented properly.

Explaining the new addition in a post published on the official Google News blog, Rudy Galfi, product manager at Google News, wrote: “Similar in spirit to the plain keywords metatag, the news_keywords metatag lets publishers specify a collection of terms that apply to a news article. These words don’t need to appear anywhere within the headline or body text.”

Galfi continued: “The news_keywords metatag is intended as a tool – but high-quality reporting and interesting news content remain the strongest ways to put your newsroom’s work in front of Google News users.”

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